This year, we have witnessed shifting dynamics between luxury brands and their clients, giving rise to what The Future Laboratory calls Guilded Luxury. In this macrotrend, we have explored new ways in which brands create bespoke experiences for different kinds of consumers, offering personalised services that nurture a deeper sense of involvement and belonging.
Luxury houses will be providing exceptional access to rare moments and niche communities for their most prized clients – a white- glove service that spans every aspect of their lives. For younger or digitally orientated audiences, virtual collectibles and tokens will provide new paths to luxury while building online communities of luxury consumers of tomorrow.
In many ways, luxury brands are morphing into members’ clubs, with tiered levels of access offering different benefits and services, be they private boutiques for the highest spenders or NFTs for the digitally driven that deliver early access to new or bespoke products. Indeed, Bain & Co reports that by the end of 2030, digital assets and the metaverse will comprise 5–10% of the luxury market.
Brands will also become facilitators to satisfy the needs of individual luxurians and assist them in their pursuit of self-growth. ‘For VIP clients, the luxury brand is transforming into a travel agent, hotelier and cultural compass, always providing a five-star concierge service,’ says Christopher Sanderson, co-founder of The Future Laboratory.