There is a growing desire for premium products and experiences to represent consumers’ own ‘personal brands’ and lifestyles, with personalisation a mainstay for luxury brands offering a more special connection.

Why it matters

Personalisation has become a way for brands to forge a closeness to their consumers in a world where luxury consumption continues to grow, and to be more widely shared on social media, where it’s increasingly hard to stand out. It is pushing companies to become increasingly sophisticated, unique and targeted in the way they inspire and answer consumers’ needs.

What the future looks like

• The future of...