A New Era for Luxury: Backslash, 180 Luxe, and TBWA\Cult Examine the Future of the Luxury Industry

Today, Backslash (TBWA’s cultural intelligence unit), 180 Luxe (part of the creative boutique 180 Global), and TBWA\CULT (the new luxury brands division of TBWA\Italy) proudly present the "Future of Luxury" report, offering fresh insights into how the luxury sector can stay relevant in a world of changing desires and market dynamics.

With the global personal luxury goods market poised for its first slowdown since the Great Recession, now is the time to challenge the old luxury playbook. This new collaborative report from the collective highlights key opportunities for disruption, exploring the complex interplay between technology and tradition, heritage and novelty, ethics and indulgence.

“At Backslash, we believe that culture dictates what people will be willing to pay a premium for in the future. By examining the luxury sector through the lens of cultural shifts, we can better understand what people find truly exceptional and therefore what will be worth the highest premium,” says Skyler Hubler, Backslash’s Senior Cultural Strategist. 

The report explores three key shifts:

• Chapter 1: Contemporary Craftsmanship looks at how technology can elevate, rather than replace, traditional craftsmanship through traceability and open innovation. It anticipates a future where customers will be able to click into an online product listing and access a visual, timestamped history of exactly how it was made.
• Chapter 2: Fantasy Machines examines how immersive and unconventional storytelling can spark desire for new audiences. Whether by digitizing their archives or by using generative AI to create bespoke online journeys, luxury brands will increasingly be expected to deliver a much-needed dose of digital escapism. 
• Chapter 3: Limitless Luxury highlights how future luxuries will be defined by the pursuit of attaining the unattainable, from immortality to ultra-exclusive travel. The report also offers new ethical guidelines for brands pushing into these exciting yet controversial new frontiers. 

Full of exclusive interviews with industry leaders including Antonio Casu, Paul Mouginot, Valentine Petry, and Tom Marchant along with clear provocations for brand action, the report offers inspiration on how to build a future of luxury that meets today’s desires while addressing the challenges of tomorrow.

“This report marks a turning point for the luxury industry, illustrating how craftsmanship is central to enhancing the perceived value of luxury brands. At the same time, social media communities are becoming the new custodians of authenticity. These platforms not only amplify the stories of artisans, but also transform craftsmanship into shared cultural moments.” - Laurent François, managing partner, 180 Luxe. 

“In a world where algorithms are flattening culture, this report highlights the importance of luxury brands rebuilding cultural capital to stay relevant. We will see how building on the meaning of the brand, their values, heritage, craft and a good dose of openness to innovation are the keys to staying on top of the game.” - Michael Arpini, CSO Cult & TBWA\Italy

To read the full "Future of Luxury" report and discover key insights on the evolving luxury landscape, visit https://backslash.com/news/future-of-luxury.