Le Luxe: Nouveaux Codes et Consommateurs

Le Luxe: Décodage

• Nouveaux codes (depuis 2010): Luxury has adapted to economic crises, pandemics, and digital shifts, leading to reinvention. This includes digitalization, opening doors, revisiting history, rarity, and exclusivity.
• Digitalisation: Digital platforms are democratizing luxury goods.
• Transparency: Greater transparency, behind-the-scenes glimpses of creation and craftsmanship, are crucial to the modern luxury consumer.
• Experiential Luxury: Emphasis on unique experiences and personalization.
• Ethical/Sustainable Practices: Crucial responsibility for ethics and animal welfare, in addition to excellence and sophistication.
• Evolution of Language: Language used by luxury brands is becoming more approachable and accessible.

Les Consommateurs du Luxe

• Global Consumption: Global luxury market evolution shows growing consumption, with significant growth in markets like China.
• Chinese Consumers: China's luxury consumption has increased significantly (x3 in less than 20 years). They now represent over half of global luxury market growth.
• Emerging Markets: Emerging economies such as South Korea, India, China, and Indonesia, have growing middle classes leading to increased purchasing power.
• Shifting Market Shares: Shift from established markets to newer, emerging luxury consumer bases.

Risques:

• Growth of Chinese Domestic Consumption: The Chinese market is growing rapidly, creating less demand on international markets.
• New Competitors: Local players are emerging within China, challenging established international brands with brands like Shang Xia (luxury) and ecommerce giants (Alibaba).
• Shift in Consumer Habits: Chinese consumers are increasingly buying luxury products domestically, potentially affecting international brands that rely on overseas sales.