Resonating with high-net-worth individuals (HNWI) has been an evolving journey for marketers, and one marketing professor outlines how luxury brands can strategise their approach to stay ahead of the curve.

Why it matters

Amid the changing face of today’s rich, luxury brands have to adapt the way they appeal and reach out to these wealthy individuals, says ESSEC Business School's Sonja Prokopec. It includes being more technologically driven and innovative, even as they showcase their heritage and story.

Takeaways

• Cultivating an immersive, rounded experience is crucial as consumers like to shop at stores with memorable experiences.
• Brands can create a...