Dossier. Desire for Luxury: Experiences, Practices, Values
Focus. The Artificial Era (but not too much)
Personalizing the Product, but with Moderation
The new frontiers of luxury are opening paths in the search for new emotional values: exclusive objects are giving way to the dimension of experiential uniqueness. However, balance is needed to avoid compromising the brand's identity, recognition, and distinctive features. For this reason, luxury brands are studying communication and positioning strategies that allow for a virtuous encounter between consumer expectations and the brand's own needs.