The new codes of luxury in the digital world

What have been the codes of luxury until now?

Exclusivity

Traditionally, luxury has been synonymous with exclusivity, reserved for a wealthy elite. Brands such as Rolex, with its iconic watches, have embodied this exclusivity by limiting the availability of their products.

Craftsmanship

Luxury is also associated with exceptional craftsmanship. Hermès, famous for its high-quality leather handbags, symbolises this commitment to traditional craftsmanship.

The premium customer experience

Luxury brands are renowned for offering a personalised and exceptional customer experience. Ritz-Carlton hotels, with their impeccable service and attention to detail, represent this commitment to service excellence.

Rarity

Finally, luxury has always been associated with rare and exclusive products. Louis Vuitton, with its collections of limited edition handbags, embodied this notion of coveted rarity.

How luxury brands have adapted to the digital environment

How digital luxury has succeeded in reaching new generations

Luxury brands have kept pace with the digital revolution by investing heavily in online commerce, social networks and virtual experiences. Gucci, for example, has launched marketing campaigns on Instagram to attract and retain a new generation of customers.

What can be considered the new codes of luxury?

The new codes of luxury in the digital age define a landscape where creativity, accessibility and customer engagement take precedence over the old paradigms.

Interactive personalisation

In the digital world, personalisation is becoming the norm. Brands such as Nike allow customers to design their own trainers online, offering a unique and bespoke experience. Interactive personalisation is becoming a new luxury code, allowing consumers to actively participate in the creation of their product.

Virtual access to exclusive locations

While luxury was once associated with exclusive physical locations, the digital age now allows virtual access to these coveted destinations. Fashion houses such as Chanel are organising catwalk shows online, opening the doors of exclusivity to a global audience. The ability to enjoy unique experiences, even from a distance, is becoming a new luxury criterion.

Commitment on social networks

Luxury brands are increasingly engaging on social networks to create an authentic connection with their audience. Cartier, for example, shares jewellery creation stories on Instagram, offering a transparent window into the creative process. Engagement on social platforms is becoming a code of luxury, establishing a direct and ongoing relationship with customers.

Integration of augmented reality (AR)

The integration of augmented reality is revolutionising the online shopping experience. Brands such as Louis Vuitton are using AR to allow customers to virtually visualise products such as handbags in their own environment. This immersive technology creates a richer online shopping experience, enhancing the exclusive nature of the product.

Luxury and digital: the alliance of the future

Where once luxury was defined by physical attributes, it is now evolving towards a virtual dimension, where experience and personalisation are at the heart of the new codes. This alliance between luxury and digital offers brands the opportunity to remain relevant in an ever-changing digital landscape, while preserving the exclusivity and elegance that characterise the world of luxury.