Apple and Burberry are launching the R Message app, which allows store associates to message select customers with personalised recommendations and individualised support. With a desire among luxury shoppers to stay ahead of the curve, brands can adapt by harnessing the benefits of digital.

At a time when most fashion brands are scrambling to create digital experiences, Bottega Veneta has taken the opposite tack. The luxury house has gone dark on social media to restore a sense of exclusivity to its products, aiming to pique UHNWIs' curiosity.

How can clothing convey status but not wealth? How can heritage brands excel in an era of less brand loyalty? And how is political polarisation impacting style? In this part of the 2021 Expert Outlook, we speak to three experts about how people are redefining the role fashion plays in identity.

Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?