PMX Agency：2018年奢侈品牌趋势报告（英文版）（42页）.pdf

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1、TREND REPORT: LUXURY BRANDS ONLINE 2018 TREND REPORT: LUXURY BRANDS ONLINE 2018 1 The transformation has been one of not only physical change, seen in the progressive designs, styles and representations of luxury fashion today, but also a deeper cultural shift happening inside even the most traditio

2、nal luxury houses. To maintain relevance with the powerful Millennial demographic, the sector is learning to pivot from the ultra-exclusive to a new kind of inclusive that emphasizes not only the brand, but also the individual consumer. There is more risk-taking happening in the sector, and while so

3、me initiatives have resonated more than others, these changes collectively illustrate luxurys imperative to evolve. TREND REPORT: LUXURY BRANDS ONLINE TRANSFORMATION IS A DEFINING THEME FOR THE LUXURY PERSONAL GOODS MARKET IN 2018. Casualwear A growing number of luxury brands are catering to younger

4、 audiences particularly older Gen Z and younger Millennials - with a variety of casualwear offerings like sneakers, sweatshirts and belt bags. 1 Streetwear is having a major moment in the luxury space, in large part driven by young consumers desire to define a version of luxury built on style and co

5、mfort. From the Supreme collaboration to the appointment of Virgil Abloh as artistic director for menswear, Louis Vuitton has taken a major stake in the streetwear game, and in turn, made a major statement about the traditional luxury space as we know it. Others like Chanel and Gucci assert their in

6、fluence in the realm of social media, bringing their brands to life through vibrant videos and social media content. As in years past, social continues to be an essential channel to reach luxurys most vital online influentials. Bain predicts steady growth in global luxury sales over the next five ye