Navigating the Crossroads: Assessing the Future of the Luxury Sector in the Post-Pandemic Era

The recent announcement of LVMH’s sales growth in the third quarter of 2023, which stood at only 1%, has sent shockwaves throughout the entire industry. Critics have quickly sounded the alarm: the luxury sector may be facing a severe crisis in the near future.

However, upon closer examination, it cannot be said that the luxury sector, with its long-standing heritage, is easily crumbling. Instead, there are still promises and potentials within the industry, but not all brands may be able to recognize them.

The significant growth during the pandemic period was primarily driven by ambitious customers with spending behaviors compensating for the previous period. Many, confined within the limits of their homes, yearned to indulge in luxury and sought solace in purchasing expensive items.

Brands seized this opportunity, relying on flashy marketing campaigns and opening new stores to attract ambitious buyers. However, in this rushed process, many brands have lost a fundamental aspect of luxury: the importance of storytelling and putting the customer at the center.

Recently, many fashion houses have been drawn to immediate benefits, drifting away from core values and the essence that defines their luxury status. As their ‘enthusiasm’ wanes and the world enters a ‘normal state’, these brands find themselves at a crossroads.

While a brand may risk appearing ‘bland’ if it sticks to ‘old-fashioned’ strategies to convey its message and values, there are still many interesting ways and innovations that fashion houses can adopt.

Taking examples from luxury brands that have weathered the storm over time – such as Louis Vuitton, Chanel, Rolls-Royce, Gulfstream, and Rolex – they have mastered new strategies while still holding onto old ones. They remain loyal to core values and consistently convey their brand story. They demonstrate the essence of the brand by staying committed to their core values.

However, what sets them apart is their ability to create innovations when interacting with the audience. They constantly introduce new products, services, and experiences that can attract and surprise customers while staying true to the brand story. They combine timeless with ‘wonderfully innovative’ to inspire culturally. This doesn’t require changing the brand’s essence but exploring new creative ways to introduce it to the world.

In the post-pandemic era, the future of luxury brands depends on their ability to connect with Gen Z consumers through ‘targeted storytelling’. About 95% of brands fail miserably in storytelling – according to a study. And this can cause many brands’ growth rates to decline amid economic fluctuations.

To succeed in this effort, luxury brands must embrace the approach of being ‘tediously fascinating’. They need to reaffirm their core values, emphasize unique selling points, and deliver a clear and engaging brand story consistently.

Moreover, they need to inject innovation into product delivery, digital experiences, and customer interaction strategies to capture the increasingly evolving tastes of Gen Z. But most brands fail in this journey because they choose a safer ‘path’.

The third-quarter figures recently released regarding LVMH’s sales growth cannot be seen as a ‘wake-up call’ for the luxury goods sector, but rather a sobering reminder for the industry. Brands that rely too much on ambitious customers and flashy store openings are now struggling with the consequences during this period.

According to Équité Research estimates, 50% of luxury brands will disappear by the end of this decade. Therefore, there is a need for actions to propel the luxury sector to new heights and seize the game to become the ultimate winner.