In a year when access to luxury, customer experience and attainment took on new forms, our macrotrend Omnilux Lifestyles revealed why the luxury experience of the future will no longer rely on tactile human-to-human moments.
In turn, brands will move away from their reliance on physical, high-touch service and surrounds, as the pandemic has shown that luxury can exist in entirely digital realms, providing anytime attainment, anywhere in the world.
Moving into 2021, we can anticipate luxury brands, goods and services will adapt and follow customers in their daily routines. Travel brands will pre-empt luxurians' health needs before each trip, aspirational affluents will shop via virtual malls or augmented experiences, while others will build sustainable, high-spec homes at the click of a mouse.
‘Going forward, it’s not China that’s the next big luxury market, it’s actually going to be the virtual world,’ explains Andy Ku, founder of Unmatereality. ‘What we are doing to digitise luxury brands is really, truly democratising the whole luxury experience.’