Strategy & Execution
Luxury brand strategy after the boom: rebuilding desirability without price hikes
Years of price rises narrowed luxury’s customer base. Growth now depends on product creativity, clienteling and moments that make full price feel earned. The report sets out the considerations and practical implications discussed in the article.
- Format
- PDF · 14 pages
- Published
- Published Oct 2026
- Article
- Read the article
What's inside
- 01Luxury growth stalled because customers left, not only because prices rose
- 02Price rises narrowed the base and made the top client indispensable
- 03Margins have returned to 2009 levels, and the cost of price-led growth is visible
- 04Growth sits in categories where creativity and craft matter more than the logo
- 05Aspirational and established clients still pay full price for the right product