This mission set out to map how brands, within and beyond luxury, are changing the way they communicate.
The work took the form of a global benchmark covering brands worldwide, from the most visible houses to underground and emerging labels, organised around six areas: communication strategy, influence and media strategy, retail and in-store experience, hybrid activations combining online and offline formats, product and release strategy, and collaborations. For each area, the analysis identified the most innovative initiatives and what made them work, with particular attention to formats that had not yet been adopted by the house’s direct competitors.
Each idea drawn from the benchmark was then translated into possible applications for the house, with recommendations adapted to its positioning and priority markets. The findings informed its thinking on activations and on the strategic orientations of its annual plan.