Luxury Brands: Are You Experienced? If Not, Take Note.

What Happens to Luxury When Consumers Seek to Experience Rather than Possess

In 1984, Hermès launched the Birkin Bag, and luxury consumers went shopping. In 2023, the brand’s fans are busy playing the Hermès game. Which is to say: It’s a very different world today. “Now, the things that you experience are the trigger, the stimulus for the present and future stories,” says Rochelle Wang, our Associate Director of Experience Consulting. Read Ken Gordon's article in The Drum to learn what luxury means experiences are what consumers crave.