Burberry has announced that it will be launching limited monthly product drops via Instagram. Following a branding overhaul, Burberry is showing a commitment to innovation, as it attempts to capture the youth market, using a marketing tool more closely associated with streetwear.

Gen Yers’ gloomy financial future is well-documented, making indulging in high fashion less feasible than it has been for older generations. In response to this reality, luxury label Off-White is hoping to win over Gen Y buyers – and their loyalty – by releasing entry-level collections they can actually afford.

Research has shown that people like "really new products" more when storytelling is used to help them understand what a product is about. Storytelling is a useful tool for new products, as people use mental simulations to imagine what it can do, how they could use it and whether it has value.

Inspired by the creation of private-label lines, Italic is a marketplace that gives shoppers access to brandless luxury goods at a fraction of the price. Have people really fallen out of love with luxury brands? And what does this direct-to-consumer business model mean for high-end retailers?