The result of several months of study in collaboration with Backslash, 180 LUXE and TBWA\CULT, the independent research report "The Future of Luxury" analyses what is expected to happen next in the high-end industry. Focus on several axes that could characterize the future of the premium segments, between technology, heritage and exclusivity.

An ally and not an enemy. This is how technology is perceived in the luxury industry according to the report "The Future of Luxury". While brands think twice before entering a new segment, they are taking an open and experimental approach to technologies, many of which are still unknown to the general public.

One of the most pressing problems is counterfeiting, a market that accounts for 2.5% of global trade and seriously damages the environment, reputation and profits of the houses. The blockchain, which also plays an important role in the life cycle and resale, then stands as a means of fighting back and protecting products. With technology, creativity is also being rethought, as evidenced by the brands that are partnering with major companies such as NASA with Coperni and Prada. 53% of luxury fashion buyers believe that AI makes designers more avant-garde, according to the data reported by the study.