As the luxury industry faces a complex economic climate, it is also undergoing a major transformation in the way wealthy consumers shop. Younger buyers, in particular, are shifting their focus from status to meaning and emotion, embracing what researchers call "de-linearized luxury"—immersive experiences beyond traditional retail channels. This evolving dynamic is a central finding of "New Desires, Luxury De-Structuring," a study conducted by marketing data firm Kantar Insights and research group Altiant.
Read moreláRECLAME: Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025
Des désirs multiples et des usages libres.
Le secteur du luxe est à un tournant. Après des années de croissance quasi généralisée, seules 33 % des maisons affichaient une progression en 2024, contre 95 % en 2021-2022. Face à un ralentissement économique, une remise en question du rapport qualité/prix et une montée des critiques sur le manque de transparence, le luxe semble devoir se réinventer.
Read moreDAILY RESEARCH NEWS: Zooming In Altiant's Lars Long
In this first of MRWeb’s video podcast series, the organisation takes a closer look at how luxury markets are faring in a time of Covid, and the challenges of researching this sector. MrWeb's Nick Thomas talks to Lars Long, Chief Executive of Altiant.
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