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Luxury retail has always been synonymous with exclusivity. However, in an era where authenticity, diversity and emotional connection are essential, luxury brands are redefining their strategies to stay relevant without losing their essence. Today, more than ever, the luxury sector faces the challenge of connecting with new generations without giving up its DNA.
Historically, luxury brands were positioned as inaccessible entities, admired from a distance. But the contemporary consumer is looking for something more: products with soul, values to identify with and memorable experiences.
In February 2025, Burberry launched its London in Love campaign, inspired by classic romantic comedies set in the British capital. Under the creative direction of Daniel Lee, the campaign showcases a more emotional and accessible image, featuring the likes of Naomi Campbell and Nicholas Hoult in iconic London settings. This campaign demonstrates how luxury can remain aspirational by connecting emotionally with its audience.
Here’s the campaign video for you to check it out.
Luxury shops are no longer simply retail spaces. Today they are carefully designed settings where every element – architecture, materials, art and scent – tells a story.
In Shanghai, LOEWE opened its new LOEWE House in 2025. With a façade composed of more than 35,000 gold-glazed bricks (a symbol of good fortune in Chinese culture), the space combines design, art and fashion in a total sensory experience. Yet another example of how this type of experiential retail reinforces the consumer’s emotional connection with the brand.
Inclusivity in luxury does not mean losing exclusivity, but expanding ways to connect with diverse audiences. This translates into innovative collaborations, campaigns that celebrate diversity and spaces that invite a wider range of customers. Inclusive luxury allows more people to identify with the brand, without diluting its positioning.
Gucci’s revamped Wooster Street boutique in New York is an example of this, integrating art, culture and fashion in one space. With works by contemporary artists and a bookstore created by Dashwood Books, the shop is transformed into a cultural hub that celebrates diversity and creativity, aligned with the values of the new generations.
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