For luxury brands, usual business and marketing practices work upside down. While other businesses aim to scale, optimize and become accessible — luxury brands are supposed to be a cold and beautiful dream, causing admiration and (rarely fulfilled) desires of ownership. Building a luxury brand takes generations of storytelling, and the skill of maintaining a fragile balance between making profits and remaining exclusive, one-of-a-kind perfection. This paradigm has shifted with the trends of the modern era, in which a successful business should be data-driven and community-driven. Digitalization aims to democratize everything from finance to art, and luxury brands need to follow this ever-changing reality and embrace innovation in their way.
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