digital transformation. Luxury brands are integrating technology into various aspects of their business operations, enabling them to accurately target their customer base and anticipate consumption preferences through data analysis.

This digital transformation not only enhances the brand's operational efficiency but also increases its potential to deliver greater customer value. Another significant trend is the growing popularity of live-streaming and direct selling.

Luxury retailers are leveraging these channels to engage with their customers in real-time, offering personalized products, services, and experiences.

This approach allows brands to maintain full control over their brand positioning and storytelling, as seen with select luxury players like Hermès focusing mainly on direct-to-consumer (DTC) distribution…