Live from Cannes Lions: Federica Labanca and Vicky Owens on How Luxury Lost 60 Million Customers 🎙️

<ul><li><p>Luxury has not only lost customers. It may have lost relationships.</p></li><li><p><em><strong>The industry’s problem is emotional, not only commercial.</strong></em> Consumers have not necessarily lost spending power, but they are becoming more cautious about where they invest emotionally.</p></li><li><p><em><strong>Creators are now part of the marketing engine.</strong></em> They are no longer a nice-to-have or an afterthought. They are shaping taste, trust, community and purchase decisions.</p></li><li><p><em><strong>Luxury needs to become more culturally agile.</strong></em><em> </em>The brands that move too slowly, over-polish everything or refuse to adapt to platform behaviour risk becoming irrelevant.</p></li><li><p><em><strong>Personal brands are becoming business infrastructure.</strong></em> For founders, designers and emerging luxury brands, the fastest way to build trust may be through the person behind the product.</p></li><li><p><em><strong>Real-life connection is back.</strong></em> After years of mass linking and online-only growth, creators and consumers are craving experiences, dinners, community and physical touchpoints.</p></li><li><p><em><strong>The future belongs to brands that can explain themselves simply.</strong></em><em> </em>If a brand cannot say what makes it different in one sentence, it will struggle to be remembered.</p></li></ul>