A new generation of streetwear labels are designing parodies of iconic logos, testing legal boundaries and challenging the assumption that the fashion industry takes itself too seriously.

Luxury brands have used heritage to differentiate and add value, but too much focus on the past can detract from the present. Hermès' 'Festival des Métiers' celebrates its craftsmanship and the incredible skill behind every item they sell today.

Luxury and digital are no longer anathema. Highly secretive and steeped in tradition, Chanel rewards visitors to its new microsite with unprecedented self-disclosure, proving that ‘heritage’ needn’t mean ‘out of touch’.

Over two million viewers tuned in to browse Topshop’s shoppable London Fashion Week catwalk event for Spring / Summer 2013. One line sold out within ten minutes. Clearly, Topshop are proving a model of social commerce that works: what is it?

For online retailers, engaging with customers has never been harder, or more important. Enter 'crowdsourcing': the mid-noughties marketing buzz word, which, when innovatively applied, can still prove a powerful relationship-building tool.

In an increasingly digital world, how can luxury brands maintain their exclusive status? Travel site Inspirato creates an Inside Track to a celebrity lifestyle by using a collaborative consumption model and charging for membership.