OPERATIONS
This approach ties a specific lifestyle to the product, keeping customers engaged and likely to potentially make another purchase to further align themselves with the brand and its ethos.
Building brand loyalty In the luxury sector, loyalty is often earned by building a seamless and consistent experience for clients. Cartier has mastered this by blending its heritage with digital transformation, to ensure the customer has an experience that feels intuitive, yet true to the history of the brand. The luxury watchmaker has introduced options for customers to try a product online using AR, and developed an AI application with Google Cloud, designed to identify any watch designed in the company’ s 174- year history. This helps Cartier ensure the brand experience remains as frictionless as possible and helps build up trust. As brands build trust and loyalty through measures such as these, it can create a long-lasting bond between consumer and company, reinforcing brand messaging and improving business outcomes.
Gen Z
will account for roughly 25 % to 30 % of luxury purchases by 2030
Source: Bain & Company
Creating an exclusive and inclusive experience Perhaps one of the most complex challenges for modern luxury brands is balancing exclusive experience with new customer acquisition. Brands today are often redefining this experience as one of belonging, by building communities for existing customers alongside entry-level touchpoints to introduce new clients to their product offering. Ferrari and Hermès approach this through products such as Ferrari’ s fashion collections and Hermès’ perfumes, which can attract a wider audience and potentially build longterm client relationships. Brands that can maintain this more inclusive offering while still protecting their reputation for luxury craftsmanship are likely to be the ones best positioned for sustained growth in the 21st century.
86 April 2026