奢侈品行业如何持续激发灵感：专业与创新之间的平衡

Contents1Luxury, digital and new technologies:new developments in customer experience2Sustainable development and corporate social responsibility:new drivers of innovation3Complete restructuring of value chains:what are the prospects for change? GUILLAUME DES ROTOURSHead of Luxury, KPMG FranceThe luxury sector is an essential element of France’s ”soft power”: the jewel inthe crown of its economy and the fruit of a unique history. Often synonymouswith elegance and timelessness, the sector is constantly reinventing itselfas it conquers new markets and reaches out to new generations. Faced withthe challenges of digital and environmental transitions, how is the industrychanging? How are brands managing to combine innovation with what isin their DNA: the quality of exceptional products, exclusivity and excellentservice? What does the future of luxury look like?This study is the result ofnumerous discussions with people who have first-hand experience of thesechanges, both professionals and observers, and we hope that it will providenew insight to an ever-widening discourse. Is the luxury industry at a turning point?This recurring question seems ever morerelevant as new themes emerge and theindustry continues to grow.Until recently, thesector’s growthseemedunstoppable, with results continuing to breakrecords. By 2022, the global luxury personalgoods market was worth €353 billion (up from€281 billion in 2019)1.Numerous factors, including the post-Covidrecovery in tourism and travel, increased demandin certain sectors such as beauty, the emergenceof new geographical markets and the growth ofe-commerce combined to boost a sector in rudehealth, epitomized by the double-digit growth ofthe sector’s giants (+22% for LVMH salesin 2022)2.However, since the end of 2023, market signalshave led observers totemper this outlook.The slowdown in the US and weakness in China,a return to normal consumption of luxury goodsin Europe, and the instability of the internationalgeopolitical situation have led to a downwardrevision of growth forecasts for the sector.But beyond the debates about its growthprospects, there is one thing on whicheveryone agrees:INTRODUCTION1SOURCE:STATISTA2LVMH, ANOTHER RECORD YEAR FOR THE WORLD’S NUMBER ONE LUXURY GOODS COMPANY, LES ECHOS, 28 JANUARY 2023 4Three major trendstop the list of behavioralchanges among the professionals surveyedin our study: the digitalization of the buyingprocess (71%), the customization of productsand services (55%) and the consideration ofsustainable development and ethical criteria whenbuying luxury products (52%).What emerging behaviors have you observed among luxury customers over the last 5 years?*75%50%100%20%23%24%19%19%17%11%18%17%18%14%16%17%20%20%14%17%12%8%10%<1%0%0%0%0%0%17%17%15%22%56Online shopping channels, personalized products and services, sustainable and ethical buying For several years now, the luxury sector has beenundergoing aprofound transformation.The reason? Changing customer habits,particularly those of Generation Z, the impactof new technologies (led by AI) and, of course,the growing importance of climate andenvironmental issues, which are forcingcompanies to rethink their business models inorder to limit their impact on the planet.0%Accessible luxuryDigital and online buying channelsExperience over possessionsSustainability and ethical purchasingUnique and personalized products or servicesVintage and second-hand products16%9%13%14%10%11%20%1*Choice of categories 25%14%22%21%40%14%3472 So, while luxury continues to be synonymouswith exceptional expertise, traditionalcraftsmanship and exclusive experience,the sector has never been so keen toinvestin innovation.Whether it’s digitizing the customer experience,integrating AI, developing alternative materials orexperimenting with new business models, everystage of the luxury value chain - from creation tocommunication, from production to distribution -seems to be affected.How does this fit in with the traditional imageof luxury? What challenges are brands facing onthe road to transformation? How far can they goto keep up with the times without losing theiridentity or betraying the DNA of luxury? And whatdefines luxury today?These are the questions that have guided theprocess of producing this study on luxury.To do this, we interviewedexperts andprofessionals in the sector,in France andabroad, to find out how they see the sectorapproaching and integrating innovation in 2024.These discussions were supplemented by aquantitative surveycarried out with the PotlocInstitute involving 200 sector representativesfrom small, medium and large luxury goodscompanies in Europe, the United States and Asia.They were questioned on topics as varied asregulatory developments, consumer trends,sustainable development, human resourcesissues and the impact of new technologies. The results of this questionnaire are integratedand analyzed throughout the study.Thestudy is divided into three parts, reflectingthe three main areas