As we mentioned in the first part of our article—LUXperience(s) or the unique experience as a key driver of lasting desirability in luxury (Part 1)—changes in consumer behavior can be explained in particular by a shift in their priorities. We have also already mentioned that consumers are being shaken by the economic climate and uncertainties related to the real estate market. Many luxury customers are now turning to experiences, such as travel, dining, or wellness, rather than material acquisitions. It was with this observation in mind that LUXperience(S) was created.
This phygital conference morning—held in person at the Pavillon Elysée in Paris and livestreamed on our platforms—organized on October 2 by Luxus+ Club in partnership with IFOP, ISG Luxury Program, Valtech, and Paris Packaging Week, aims to identify the new exceptional experiences that are redefining luxury.
It should be noted that spending on luxury goods is declining overall by 1 to 3%, according to Bain, which also notes that spending on immersive experiences, hotels, and restaurants has climbed by 5% in 2024.
It is this phenomenon of brand attachment transmutation that we will examine in the second part of our investigation into unique experiences as a key driver of sustainable desirability in luxury goods.
Possession called into question / Instantaneity as a response to the risk of obsolescence
Driven by ecological transition, inflation, economic crisis, and the virality of trends on social media, luxury customers are gradually abandoning their old materialistic habits in favor of usage (rental, second-hand, etc.). They are thus prioritizing a moment, or even an environment, that engages a plurality of senses and emotions.
This phenomenon is summed up by a Prada customer who exclaimed, “I no longer buy stuff,” in an interview with The Economic Times while visiting one of the brand’s cafés. What we see here is not a rejection of luxury or luxury brands, but rather a shift in desire. Desire is turning toward social sharing rather than toward objects. Toward the symbolic and the collective rather than toward consumption. It is a transmutation of brand attachment: consumers belong to the brand community without necessarily purchasing the product.
If experience speaks louder than the material and the tangible, this calls into question the dynamics of purchasing. What factors may have caused this shift in desire? Are customers now more hesitant to tie up thousands of euros in an object that may quickly become “dated”? It is worth remembering that purchasing an expensive luxury item may now seem risky if tastes, trends, or financial situations change rapidly. It is worth noting that jewelry, watches, and high-end leather goods, which are safe bets for buyers, are not experiencing a crisis.
Paradoxically, in today’s world, where luxury is becoming increasingly important, the need for immediacy and “novelty” is often what becomes obsolete the fastest. Rather than risking a purchase that will quickly go out of style, customers are consuming a moment, an emotion experienced and shared, which cannot become obsolete. The product may lose its perceived value, but the memory and the photo remain. This is the DNA of the experience, which consists of offering an intangible, ephemeral but emotionally powerful value that will never be “unsellable” in the future. This sociological trend sees Gen Z and Millennials valuing story value more than use value, as confirmed by Euromonitor and McKinsey.
Will travel and experiences drive the luxury of tomorrow?
Hospitality, gastronomy, home furnishings… While traditional luxury is at a standstill and the prospects for recovery are rather uncertain, markets offering ultra-high-end experiences are emerging as real growth drivers for luxury brands. From prestigious hotels to interior design and exceptional restaurants, the art of living is the new territory of influence for luxury groups and independent brands alike.
Beyond their economic potential, these areas also offer powerful levers for reinventing the brand’s territory, strengthening its lifestyle positioning, and addressing the diversity of luxury customers in new ways. Long explored in an opportunistic manner, these areas of activity are now at the heart of the expansion strategies of luxury fashion, watchmaking, and jewelry brands, driven by an acceleration of initiatives and the arrival of many new entrants. This is the case, for example, with Breitling, Armani, and Prada, to refer back to our previous example.
Thanks to their brand power and their ability to extend their offering well beyond their original business, luxury houses are capitalizing on their identity, history, stylistic signature, etc., to establish themselves in these rapidly expanding worlds. But these new markets obey their own logic: they require new expertise, new alliances, and a complete overhaul of economic and operational models.
And for brands, the issue is twofold. On the one hand, an experience is expensive to produce, including premium space, design, and staff. On the other hand, it has a low average ticket price (for example, a $10-20 coffee is a far cry from a $3,000 bag – with high levels of profitability when the core market is shifting towards intangible assets). The immediate return on investment (ROI) is therefore low, and operations are often outsourced to address business issues that are far removed from those of their original business.
LUXperience (S): Experts will answer these questions on October 2 during a morning of discussions
LUXperience(s) invites you to identify and analyze these exceptional experiences that are redefining luxury, whether they are “new territories” of expression – and expansion – explored by brands or even through their traditional distribution networks.
The half-day event will begin with the presentation of an exclusive IFOP x Luxus+ study conducted among 4,500 luxury customers worldwide. There will also be presentations by experts and executives on brand excellence and the role of technology in orchestrating unified commerce and strengthening customer loyalty, for example.
While the full list of experts in luxury, marketing, technology, and retail participating in LUXperience(s) has not yet been fully revealed, we can already confirm the presence of:
- Rémy Oudghiri, Sociologist and Managing Director, Sociovision (IFOP group)
- Véronique Lepinay, Director of Institutional Communication and International Experience, ISG Luxury Program
- Maud Lagarde, Global Digital Client, Louis Vuitton
- Pascal Malotti, Global Retail Strategy Lead, Valtech
- Tony Pinville, Entrepreneur and AI expert, Doctor of Machine Learning
- Capucine Jourde, Project Manager, Strategic Development of Customer Experience, Louis Vuitton
- Bertrand Petyt, Director of Hotel Operations at Orient Express Sailing Yachts (Accor & LVMH)
Join this exclusive event now and gain a deeper understanding of the ins and outs of the luxury customer experience by clicking here.
Important: This phygital conference is reserved for Luxus+ premium subscribers. If you are not yet a subscriber but would like to join the community of change makers working to promote luxury excellence, click here to join the Luxus+ Club and receive your free invitation.
Practical information
LUXperience(S)
October 2, 2025
From 8:30 a.m. to 12:30 p.m.
In person at the Pavillon Elysée and livestreamed on our platforms
By registration only
Click here for more information.
