The luxury market attracts diverse clientele, drawing from many different backgrounds, gender preferences and ages – and how these intersect is a far more complex combination than perhaps in any other sector. 

Brands need to creatively innovate to stay on top and seize commercial opportunities, according to the WARC Guide to luxury marketing in an era of change.

Why it matters

In the luxury industry, constant flux is becoming the norm as demographics, technologies and consumer priorities reshape what it means to be a successful luxury brand. 

Gen Z and millennials have gained more purchasing power, disruptor brands have...