Luxury, once synonymous with exclusivity, refinement, and discretion, is in crisis. Luxury brands have succumbed to the temptation of mass production, offering lower-cost products that dilute their value and identity. This relentless pursuit of growth has weakened the very essence of luxury, leading to a profound rethinking of the sector.

In 2025, it is time for luxury brands to revisit their strategies and return to their fundamentals!

The signs of decline are visible. Luxury giants are seeing their sales stagnate or decrease, and consumers are turning away from brands that were once untouchable. For instance, Gucci has tried to return to a more classic style under the direction of Sabato De Sarno, but this strategy has yet to bear fruit.

In contrast, Hermès continues to thrive by staying true to its core values. The brand has preserved the essence of true luxury: discretion, exceptional quality, and artisanal expertise. Hermès avoids superficial collaborations and fleeting trends, allowing it to sustain and grow its sales. This success demonstrates that authentic luxury still holds a place in the hearts of consumers.

Several factors explain this concerning situation:

Brand dilution: Through excessive collaborations and omnipresent logos, brands have lost their identity and uniqueness, making their products less desirable.

Decline in quality: Despite constant price increases, the perceived quality of products is decreasing, eroding trust from clients who feel deceived.

Standardization of offerings: The lack of personalization and authenticity leads to consumer disengagement, bored by uniform and soulless products.

Obsession with fleeting trends: By prioritizing passing trends over creating timeless pieces, brands weaken their long-term appeal.

Dependence on specific markets: An over-focus on certain markets, like China, makes brands vulnerable to economic and cultural fluctuations.

It is time to return to fundamentals. True luxury does not need to be ostentatious. It is discreet, elegant, and resolutely focused on excellence. It celebrates artisanal craftsmanship, authentic materials, and attention to detail that transcends passing trends.

The brands that will succeed by 2025 will be those that:

• Reaffirm their identity by staying true to their heritage and core values.
• Invest in quality and innovation, rather than chasing short-term gains.
• Provide an exceptional customer experience, personalized and authentic.

As communication professionals, we have a crucial role to play in this renaissance of luxury. It is about rethinking strategies to reconnect brands with their clients on an emotional and authentic level. Communication must highlight the stories, craftsmanship, and values that make each house unique.

Campaigns must be more targeted, less focused on volume, and more on the quality of engagement. Emphasis should be placed on storytelling, showcasing artisans, noble materials, and ethical manufacturing processes. Communication channels must also evolve, prioritizing platforms that foster meaningful interactions rather than mere visibility.

Luxury is not dead; it is simply waiting to be rediscovered. To regain its former glory, the sector must reinvent itself, prioritize quality over quantity, authenticity over artifice, and adopt a long-term vision over immediate gains. Only then can luxury reclaim its rightful place in the hearts of consumers by 2025.

By returning to the essence of true luxury, brands can not only survive but thrive in a market where clients seek meaning, genuine value, and unique experiences. It is time to redefine luxury for the world of today and tomorrow.

Enjoyed this opinion piece on “Luxury Brand Strategies in 2025"? Feel free to discover our projects (Boss, Chloé Parfums) or the other contributions from our co-founders Elsa Barbier & Wilfried Klucsar.