Trend 06

Remote luxury

Glamour beyond the boutique.

Trend axes

Exclusivity
Omnichannel
Online sales
Brand experiences

Some figures

+9%

Average growth of the world's largest fortunes since the start of the pandemic.

281,000M

Million euros in luxury spending estimated to have taken place worldwide in 2019.

+16%

Growth in online sales of luxury products and services.

20%

Of all luxury purchases will be made online in 2025, three times as many as today.

Dismantling preconceived ideas

For years the luxury sector has relied on cautious assumptions such as “expert advice can only be given in store” or “customers don't want to buy through digital channels”…. These and other beliefs are being dispelled after the circumstances brought about by COVID-19.

The sector's leading brands are driving experiential initiatives supported by digital channels to make up for the closure of their physical shops.

Each brand's new releases are being presented at exclusive online events, personal advice is being replaced by video calls or virtual assistants, and online luxury shops are increasingly diversifying their product catalogues.

These initiatives have had a favourable response from customers, especially when it comes to product sales. Because these online channels can also be “wrapped in glamour”.

"When there are economic problems, people tend to invest in luxury because it is safe”. Eduardo Irastorza, lecturer at EAE Business School.

Cases

01 / 03

Zorraquino spotlights

01
Digital environments are becoming indispensable elements of the brand experience that the big names use to justify their products and services.
02
Innovations in contact channels (video calls, assistants, social commerce…) are here to stay. Big companies must adapt their operating model.
03
Brands must focus not only on promoting their products and prices, but on complementing them with content, testimonials… seeking a human and approachable experience.

Remote luxury

Dismantling preconceived ideas

Cases

More on the trend

References