As many luxury brands struggled to stay connected to their audiences during the pandemic, Hermès is one company that has been remarkably resilient. The brand hasn’t been bested by the pandemic thanks to some successful innovation within its well-established brand codes.
Gen Z hypebeasts have been a driving force behind the popularity of ‘buy now, pay later’ schemes and luxury mystery boxes. But why exactly are these services so appealing to the young and affluent? And how can brands adapt their offerings to attract these shoppers in a crowded online marketplace?
The small luxury brand has been praised for its exquisite knitwear and sustainability-focused approach. As people demand more transparency from their favorite luxury brands, Gabriela Hearst’s approach shows how businesses can better integrate ethical creation into their products.
Rolls-Royce is eyeing the ‘post-opulent’ generation with the new Ghost model, launched to coincide with its modern rebrand. With a consumer base that’s getting younger and younger, the heritage automotive brand is using the promise of high-quality luxury to court HWNI shoppers.
In times of uncertainty, people often make purchases that reaffirm their identity – yet many ‘global citizens’ championed local firms during the pandemic. Canvas8 spoke to Sharon Ng of Nanyang Technological University to understand the impact of global-local identities on shopping habits.