Modern trends in luxury houses

Until recently, it was out of the question for luxury companies to sell online, like any ordinary mass-market product. Luxury also didn’t pay much attention to the environment, even though fashion is the most polluting industry after food and energy. But luxury houses are evolving to meet new consumer expectations, who want to be able to buy even high-end products from their sofa, and are increasingly aware of the environmental impact of their consumption. Stay up to date and discover the latest trends in luxury houses.

How are luxury houses evolving today?

Fusion between tradition and innovation

Most luxury houses have a rich history. The Louis Vuitton brand, for example, was created in 1854. But relying on heritage alone is no longer enough. To continue to inspire wonder, modern luxury houses add innovative ideas and techniques to the prestige of their traditions, like Chanel which integrates advanced materials into its creations, or Hermès which has created partnerships with connected objects such as the Apple Watch Hermès. Far from being opposed, tradition and modernity complement each other, provided that the core values of excellence that define the soul of luxury are preserved.

Ultra-personalised customer experience

Today, luxury is no longer limited to the product itself: it is above all an experience. And to create this experience, personalisation has become the rule. Louis Vuitton, for example, offers a well-known personalisation service allowing clients to add their initials to a bag, a suitcase or even a sneaker. At Rolls-Royce, the client can order a car where every detail – from the leather colour to the wood inlays – is customisable to create a unique vehicle. Personalisation also extends to customer relations: thanks to data and artificial intelligence, some houses now anticipate their clients' needs even before they express them.

The influence of digital on brand strategies 

Fashion shows, once reserved for a handful of carefully selected clients, are now broadcast live on social media, as Balenciaga did in 2022.

Gucci, for its part, has revolutionised fashion with ultra-creative campaigns on TikTok, generating millions of views and engaging a new generation of customers. Brands like Prada and Louis Vuitton have launched NFT collections, while Balmain has created a digital community around exclusive experiences. Finally, digital is also revolutionising the act of purchase. While the physical boutique remains a key step in the luxury experience, e-commerce is booming. Chanel and Hermès, long reluctant to sell online, now offer certain products through dedicated platforms.

The rise of sustainability in luxury houses

Responsible materials and ethical production

The responsible use of raw materials is at the heart of eco-responsibility. Luxury houses favour sustainable alternatives to harmful substances and polluting dyes.

Brands like Stella McCartney have been pioneers in responsible fashion, excluding leather and fur from the start. Even historic houses like Hermès and Gucci are moving towards more sustainable production, offering, for example, plant-based leathers or cottons from organic farming.

In fine jewellery, synthetic diamonds are gaining ground alongside ethically mined precious stones. Tiffany & Co., for example, has committed to tracing the origin of each diamond sold.

But the use of responsible materials is not enough: the entire production chain must be rethought. From reducing the carbon emissions of workshops to limiting waste, luxury houses are adopting a whole set of more virtuous processes.

Second-hand and circularity in the industry

Platforms such as Vestiaire Collective or The RealReal allow buyers to purchase and resell pieces from major houses, giving a second life to creations. Some brands are going even further and integrating this trend into their business model. Chanel and Hermès, for example, have strengthened the control and enhancement of their vintage pieces by authenticating and restoring them in their own workshops before resale.

This shift towards a more circular fashion model does not stop at clothing and accessories. In watchmaking, Rolex has recently launched its own pre-owned watch certification programme, guaranteeing the authenticity of resold models. It’s an effective way to fight counterfeiting while responding to the growing demand for more sustainable luxury.

CSR commitments from major brands

Consumers today expect luxury houses to embody strong values, particularly in terms of social and environmental responsibility (CSR), as long as they can prove it through concrete commitments.

Some houses have set ambitious strategies. Kering, the group behind Gucci, Saint Laurent and Balenciaga, has pledged to reduce its environmental footprint by 40% by 2035. LVMH, for its part, is investing heavily in biodiversity conservation and circular economy programmes.

Social responsibility also means verifying working conditions in production workshops. Actions in favour of inclusion are also becoming priorities. Prada, for example, has implemented initiatives to encourage diversity within its design teams, while brands like Burberry are investing in social programmes for education and professional integration.

Digital, a key lever for modern luxury houses

Digital has become an essential lever for luxury, transforming methods of communication, sales, and customer interaction.

E-commerce and immersive experiences

Luxury brands have now integrated e-commerce into their business model. However, they do not simply offer products on a website, but rather seek to recreate the luxury experience in a digital environment. They use immersive technologies such as augmented reality and virtual reality, which allow clients to virtually try on products like jewellery, watches or clothing, offering a richer tactile and visual experience. These innovations allow clients to fully immerse themselves in the brand’s universe.

Live shopping and influencers

Live shopping, a concept born in Asia in 2017, quickly won over the luxury world. This event-based sales technique involves promoting and selling products during live broadcasts on digital platforms or social networks, often in collaboration with influencers. Consumers can interact in real time, ask questions, and make instant purchases, making the shopping experience more interactive and engaging. Influencers play a central role in this dynamic. Their closeness to their community allows brands to reach a broader and more diverse audience. Consumers often perceive messages delivered by influencers as more trustworthy and convincing than traditional advertising, thus ensuring a higher return on investment for companies.

Importance of new generations and social media

Generations Y and Z, born into the digital age, make up a growing part of the luxury clientele. These consumers seek personalised yet instant experiences. Social networks such as Instagram, TikTok, and Snapchat have become essential platforms for luxury brands wishing to reach and attract this audience. According to a recent study, 80% of luxury purchases are now influenced by digital, highlighting the importance for brands to adopt strong digital strategies.

For those who wish to build a career in the luxury sector, the Bachelor Luxury Business offered by Sup de Luxe provides top-level training. This programme is designed to equip students with the skills needed to succeed in this constantly evolving industry. With an approach combining theory and practice, students benefit from teaching delivered by professionals in the field, offering them full immersion in the world of luxury.

What will tomorrow’s trends be? The customer experience will undoubtedly become even more ultra-personalised. One thing is certain: luxury will continue to surprise, innovate, and inspire dreams, because its role has always been to stay ahead of its time.