1、How luxury brands are reinventing for success2About the researchIn 2024,we surveyed 500 C-suite executives and their direct reports from luxury brands in Europe,the Americas,Japan,India and China.These brands represented a wide range of personal luxury goods,including apparel,footwear,accessories,be

2、auty,jewelry and watches.We evaluated the brands on two key metrics:desirability(measured by our Brand Desirability Index)and operational performance(measured by our Operational Performance Index).Central to this was the need to assess“desirability”in an objective and quantitative way.To analyze how

3、 brands are performingboth individually and in comparison with each otherand help them measure performance over time,we identified relevant variables from our survey responses,and used them to score brands according to their position on our two indices:The Brand Desirability Index captured self-asse

4、ssments of how brands maintain desirability across generations and different customer segments.The Operational Performance Index measured self-assessed operational excellence through lean processes optimized and sustainable operating models,as well as the level of digitization in both operations and

5、 customer experience.The survey also helped us analyze how brand desirability has evolved today using Accentures Brand Desirability Framework(described later in this report).Luxe eternal|How luxury brands are reinventing for success AuthorsJill StandishSenior Managing Director Global Lead,RetailJill

6、 leads Accentures Retail client portfoliodeveloping offerings and capabilities that allow retailers to move forward with agility.With over 20 years experience in retail,she has led digital and physical transformations for global retail brands and built retail practices for leading technology and ser