The evolution of ‘bespoke’: Emerging opportunities for personalisation in luxury

Sophie Maxwell

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.

Luxury marketing in an era of change

This article is part of a series of articles from the WARC Guide to Luxury marketing in an era of change. Read more

Empowered by social networks and digital devices and inspired by the omnipresent coverage of celebrities toting personalised luxury, for the last decade consumers have increasingly sought to dictate the luxury experiences they want, and when and where they want them.

By becoming both critics and creators, they have demanded a more personalised service and expected to be given the opportunity to shape the products they consume. Personalisation has...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands