In 2025, luxury will face a complex equation: preserving its aura and exclusivity, while supporting global growth driven by new markets and new generations. How can a sense of scarcity be maintained when everything is becoming industrialized? Between emotions, data, and supply chains, the sector must devise a model that complements humans and technology. A slowdown in the Chinese market, new US tariffs… The luxury market, which has been growing steadily since the pandemic (+10% annually according to Bain & Company), is nevertheless experiencing its most turbulent period in 15 years. By its very nature, luxury is synonymous with scarcity and uniqueness.
These two pillars are the foundation of its emotional power. And this is where the paradox lies: in a context of continuous expansion, this rarity is becoming increasingly fragile. Brands can no longer be content with being selective; they must be both intimate and global, artisanal and industrialized, emotional and omnichannel at the same time.
The challenge is not only economic, but it is also cultural and technological. How can we preserve the feeling of privilege on a global scale? How can we continue to make each customer feel that they are having a unique experience, even within a now globalized model?
