Catering to the hyper-exclusive experiences that HNWIs crave, Rolls-Royce is launching a digital membership that includes private performances by the New York Philharmonic Orchestra. As luxe products become accessible, brands have to think outside of the ordinary to maintain loyalty.

Prada is offering fashion-forward men the opportunity to customise its bold Double Match shirts with two prints of their choice. As people look for greater product personalisation to reflect their identity, luxury brands are finding ways to deliver one-of-a-kind products and experiences.

The resale market for streetwear has expanded from niche online communities to form a sizeable part of the $18 billion apparel resale industry. But who are the key players in this world? And what drives people to spend small fortunes to secure particular sneakers, t-shirts and hoodies?

HENRYs – those affluent (but not too affluent) young professionals who are getting a taste for the finer things – are a focal group for high-end brands looking to ensure their longevity. But what do these Gen Yers want to spend on, and what would convince them to keep buying from luxury labels?