The 5 luxury 3.0 trends to decipher in 2023.

After a year 2022 marked by increasingly intense luxification and ultra-personalization of experiences, luxury houses will continue to pursue their key challenges in 2023 around several strong pillars: sustainably engage their current audience, seek out new targets, position a strong brand, increase ROI, boost visibility, be part of a responsible and sustainable approach, continue to inspire dreams. All this thanks to essential axes that brands must develop in order to stay in the race and draw the contours of luxury 3.0. here is 5 trends to follow in 2023 which many brands should seize.

1/ E-commerce 3.0 & increased omnichannel.

Many brands have set the tone this year by unveiling new live shopping experiences like Monnier Paris, Augmented Reality like Nike/RTFKT, digital stores like Printemps or phygital like Givenchy Haute Couture, but the e-commerce experience of tomorrow has not yet reached its climax. Phygital, wearables, virtual trials, NFT capsule collections, experiential Metaverse… luxury houses continue to innovate and to imagine their presence in new digital territories.

According to McKinsey, the share of e-commerce in the Metaverse will represent a market of 2.5 trillion dollars by 2030. But the challenges are numerous: How do you imagine a social and creative experience? How to think about immersion and adapt to user limitations? How to adapt the experience to offer tailored and experiential courses? Finally, how to think about the interoperability between its various digital assets and what strategy to adopt?

2/ Sustainability and purpose.

Web3 can be a good tool for highlighting and intensifying socially and ecologically responsible actions. Some brands such as Clinique, Givenchy Beauté, Yves Saint Laurent Beauté or Guerlain have paved the way, but houses can go even further.

By its inherent properties, Web3 is open, decentralized and universal. Its technologies are becoming increasingly green, and in addition, Web3 for good projects are beginning to appear in favor of much more global issues such as diversity, inclusion, environmental protection and disability. Whether it’s how to present tomorrow’s avatars, to the funds raised to support causes, to imagining new ways to fund these causes, Web3 for good in luxury is more than ever a reality to help brands with that unite innovation and sustainability.

3/ Customer experience & Loyalty 3.0.

Customer experience remains at the core of luxury houses’ concerns, and Web3 is becoming one of the key tools combined with data to rethink the logic of loyalty, attraction, retention and engagement in hearings.

If the past year has allowed the emergence of the first concepts of ultra-engaged community, co-creation of content, exclusive rewards, gamification, the coming year should see the explosion of the concept of gated token , loyalty 3.0, proof of interest, rewards , but also airdrops to continue to grow and attract the new generation to its brand to increase brand awareness.

Ultra-personalization is also a very strong issue for luxury houses, and will find its climax in Web3 with ultra-exclusive and seamless initiatives that have never been seen before.

Web3 has never been so interested in the logic of CRM, digital marketing and customer engagement to build the future of the brand together with its audience.

4/ Hospitality 3.0.

The beginning has appeared in recent months in hospitality with the organization of exclusive dinners reserved for NFT holders by Gucci, or the creation of a DAO Café Eleven by Hennessy.

But the sector was to reveal itself this year in the Web3 universe through extended hospitality experiences to create a link between physical events and virtual worlds that transform into a new touchpoint to access exclusive experiences. For example, in the world of tennis, Wimbledon has partnered with Vodafone to create an immersive experience that allows everyone to follow the player’s journey from the corridors of Center Court to the court: unprecedented and guaranteed excitement for tennis lovers. tennis.

In a world of luxury, enhance physical experiences with immersive corners in Metaverse ccreating a vortex of multidimensional experiences or gather ultra-committed communities around unique experiences.

5/ Web3: new brand areas.

Web3 opens a field of all possibilities that brands must seize and not only through activations, but also in a narrative and an innovative brand positioning to write their next story.

While the majority of brands are trying to penetrate the Web3, others are taking advantage of this to truly position themselves as disruptive brands, determined to initiate their communities on a new long-term adventure.

Gucci has paved the way by creating a true Web3 brand platform through the Gucci Vault, which comes as an exploration laboratory for this new ecosystem that can be found in TheSandbox as well as in Roblox, and which forms the direct link with the brand, as connected with a dedicated clothing collection. The example of the Nike Swoosh is also an illustration of the strength of a brand in building a narrative and existing in all territories, including digital. Nike thus acquires some key values ​​in Web3: decentralization and co-creation in the service of creativity and innovation.

The year 2023 will be resolutely Web3, where brands write their history.

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