Navigating the future of high end: unlocking insights for superior brand equity in the Western European premium & luxury market by investigating emerging trends

Abstract

Emerging trends in consumer perception have the power to disrupt whole industries, especially in the luxury and premium sector, where positive brand equity is a crucial part of the value proposition. This study provides insights into emerging consumer trends in the high-end market and suggests strategic recommendations for managers to enhance brand equity. It proposes brands take a more orchestrative approach to storytelling, extend into multi-branded universes and build their consumer journey around the digital-first approach of consumers.