Chinese college students have built a small business selling fruit on WeChat. After receiving an order through the app, the Weiguofang team delivers fruit directly to the customer’s immediate location, and payment is collected.

From messaging to social media to a marketplace to browsing the internet, WeChat is the app the does everything. While Western companies and app developers race to unbundle their services into efficient single-purpose apps, WeChat continues to add feature after feature.

The luxury goods market is worth €224 billion, so it’s no surprise that when it comes to change, many top-tier brands see no point in fixing something that doesn’t seem broken. But has a conservative approach to brand messaging grown stale? And how does luxury fit into a world of tweets and likes?

A decade ago, 'luxury' might have meant a Mercedes, a Prada bag or a Rolex. But in 2016, old symbols of extravagance are out and people are searching for more meaningful things to spend on. With the market thought to have grown just 1-2% in 2015, is this the end for traditional luxury fashion brands?