From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of July…
The Event: Wimbledon
Wimbledon, the oldest and most prestigious tennis tournament in the world, reaches its highly anticipated final.
Held in London, The Wimbledon final brings together the best players and fans from around the globe. Everyone wants to be there, not just for the thrilling matches, but also for the unique atmosphere.
From enjoying strawberries and cream in the sun to witnessing the world’s best players compete at the highest level, the final offers an unforgettable experience that combines elegance, excitement, and a true sense of British culture.
Sunday 14th of July
The Exhibition: Fragile Beauty, V&A Museum
This expansive exhibition, the largest photography show ever staged by the V&A, offers a unique glimpse into the world through the eyes of Elton John and David Furnish.
Curated from their private collection, “Fragile Beauty” features over 300 rare prints by iconic photographers like Robert Mapplethorpe and Diane Arbus. With themes ranging from fashion to celebrity and the human form, each photo captures beauty intertwined with vulnerability. Whether you’re a photography enthusiast or simply a fan of Elton John, “Fragile Beauty” is a must-see for anyone visiting London.
The exhibition will be available throughout the Summer
For this month’s dining recommendation, Morchella stands out as a must-visit restaurant.
Situated in Clerkenwell, this rising star takes diners on a culinary journey across the Mediterranean.
Their menu showcases a thoughtful reinterpretation of classic dishes, using fresh, seasonal ingredients. It offers a versatile dining experience, with an enticing selection of small plates perfect for sharing alongside more substantial options.
With its warm, inviting atmosphere and exceptional service, it provides an unforgettable dining experience that caters to both casual diners and food enthusiasts alike.
Renowned for its chic and sustainable swimwear, Hunza G brings their iconic, one-size-fits-all designs to the heart of London.
This exclusive pop-up offers a unique opportunity to explore their latest collection, featuring vibrant colours and timeless styles perfect for summer.
35-37 Monmouth Street, London, WC2H 9DD
The Collection: Longchamp x K. Jacques
Two French powerhouses, Longchamp and K. Jacques, have joined forces to create an exquisite sandal collection.
Merging Parisian polish with Riviera ease, these sandals are crafted from luxurious leather and come in chic colours like black, green, and violet.
Personalisable with your initials, they’re the perfect way to add a touch of French summer to your wardrobe.
From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of June…
The Event: Royal Ascot
More than just thoroughbred racing, Royal Ascot is a quintessentially British social event that takes centre stage each June. Held in Ascot, Berkshire, this prestigious event boasts a rich history dating back to 1711.
While world-class horses compete for millions in prize money, the occasion transcends the racetrack. The fashion parade rivals the races themselves – dazzling hats and impeccable outfits steal the spotlight.
If you are a member of The Circle, join us in the Royal Enclosure on Wednesday 19th for an exclusive field trip – RSVP here.
This exhibition explores the remarkable four-decade career of iconic model Naomi Cambell. The first-of-its-kind exhibition delves into Cambell’s journey from her meteoric rise to becoming the first black model on the cover of French Vogue to her extraordinary influence on fashion and culture.
Garments from Naomi’s archive alongside with designer loans will be displayed at the V&A museum. If you are a fashion lover don’t miss this exhibition.
The exhibition will be available from 22nd of June
In a short distance from the Barbican Centre, Restaurant St. Barts offers a truly special dining experience. The Michelin-starred gem showcases the best British produce through a carefully curated tasting menu. Led by chef Johnie Crowe, the menu takes diners on a seasonal journey, showcasing the work of small-scale farmers and highlighting sustainable practices.
The restaurant itself has a stylish yet comfortable setting, overlooking the historic Church of St Bartholomew the Great. Whether you’re a local or someone who seeks one of the best dining experiences then St. Barts is a must-try.
63 Bartholomew Cl, London EC1A 7BFTuesday -Saturday: 12 pm -1:30 pm and 6 pm-8 pm
Trinny Woodall took her brand Trinny London to the heart of Chelsea with a vibrant pop-up on King’s Road for the Chelsea in Bloom festival, but after high demand, they will stay open until the end of summer.
The pop-up offers a chance to explore the entire Trinny London collection, from skincare heroes to their innovative makeup stackables. Plus, beauty experts are on hand to guide you through personalised consultations and help you find your perfect summer glow.
The Sundance Film Festival is held annually in June at Picturehouse Central and offers a great platform for independent filmmakers. The festival showcases a selection of the most innovative and emotion-stirring movies.
This year the festival will open with “Kneecap” the first ever Irish language film to premiere in Sundance. The event provides a unique opportunity for industry professionals and film enthusiasts to discover new talent and engage in dialogues with the filmmakers.
The Collection: Ace & Tate x Ahluwalia
An exciting collaboration between sustainable eyewear brand Ace & Tate x Ahluwalia a London-based fashion brand. Unveiled during Ahluwalia’s Spring/Summer 2024 show, the collection taps into the eccentric energy of London while celebrating responsible design. Featuring vibrant prints and bold shapes, these sunglasses are a refreshing collaboration you don’t want to miss.
From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of May…
The Pop-Up: The Corner Shop : Prada en plein air, The Corner Shop at Selfridges
Selfridges corner shop is known for its innovative and unique pop-up stores. This spring Prada takes over with an imaginative spring garden inspired by the English Botanics.
The pop- up creates a spring-time haven of countryside romance and breezy femininity.
With a new ready-to-wear collection designed to perfectly compliment the idyllic setting alongside a reflection of Prada’s past and future with a combination of eccentric yet classic pieces.
400 Oxford Street, London W1A 1AB Until 19 May.
The Event: Chelsea Flower Show
Each year the Chelsea Flower Show showcases stunning gardens and floral displays. Situated in the heart of London, this event displays the very best botanical innovations and gardening excellence.
People from all over come to admire the beauty and the creativity. Beyond the aesthetic side of it, the show serves as a platform for sustainability initiatives, advocating eco-friendly practices and raising awareness about environmental issues.
With its rich history dating back to 1913, the Chelsea Flower show continues to evolve while staying true to its routes, reaffirming its status as a beloved tradition celebrating the timeless beauty of nature.
This exhibition celebrates British women artists who challenged societal norms by forcing careers and exhibiting their work publicly. It’s a 400-year journey that explores the contributions of these artists, paving the way for future generations and reshaping the very definition of women artists in Britain.
The exhibition includes art from the well-known Angelica Kauffman and Rosa Bonheur and other women who were well-known at their time but have since been forgotten. Over 150 pieces by these pioneering artists come together to rewrite the narrative of art history, highlighting the often-overlooked contributions of women.
The exhibition will be available from 16th May until 13 October.
The Theatre: The Hills of California, Harold Pinter Theater
Playwright Jez Butterworth and director Sam Mendes, known for their Tony and Olivier Award-winning collaboration on The Ferryman, reunite to bring their new play to the Harold Pinter Theatre.
The Hills of California is a new drama that unfolds in Blackpool in 1976. The story starts with the Webb sisters returning to their childhood home “Sea View” despite lacking a glimpse of the ocean. The play explores the new and different emotions they get due to new circumstances. The play promises a powerful exploration of loss, the lingering weight of the past, and the strength of the sisterhood in the face of difficult circumstances.
Luxury Eyewear brand Linda Farrow teamed up with Cos, for a limited-edition Spring/Summer 2024 collection. This unique partnership melded Farrow’s rich heritage and bold design language with COS’s focus on clean lines and understated luxury.
These sunglasses incorporated subtle details like gold and silver cut-outs, further demonstrating the fusion of the two brands’ aesthetics. With a variety of styles including classic aviator, cat-eye, square and round frames, the collection offers something to everyone, ensuring both timeless and statement style.
This new pasta restaurant has just opened its doors in Hackney’s Fish Island and is already becoming a favourite among locals. The owner, Egle Loit, has always had a passion for pasta. Originally a journalist, she retrained as a professional chef and now not only serves delicious pasta dishes but also teaches the art of pasta making.
The restaurant is small and intimate, with a communal atmosphere encouraging guests to share tables. However, separate tables are available upon request. With its delectable pasta and Egle’s warm hospitality, this new spot is sure to be a permanent fixture on the Hackney scene.
Luxury with a Conscience: Celebrating Our Clients’ Sustainability Efforts
This Earth Day, we celebrate luxury that transcends fleeting trends. We turn our focus towards the inspiring efforts of our clients who are championing sustainability within the luxury landscape. The industry, once often seen as resource-intensive, is undergoing a dynamic shift.
A growing number of luxury consumers – 73%, according to a recent Bain & Company report – are actively seeking out brands that prioritise environmental and social responsibility. By embracing sustainable practices, luxury brands aren’t just safeguarding the planet, they’re ensuring a future where exquisite craftsmanship endures.
Nick Leith-Smith Architecture & Design
Architecture and sustainability might seem like a distant cousin, but Nick Leith-Smith is bridging the gap. For years, they’ve championed eco-conscious design, prioritising materials and technology that minimise environmental impact.
Their approach goes beyond aesthetics, prioritising cutting-edge materials and technologies that minimise environmental impact. Their focus on reducing energy, waste, and carbon footprint makes them a leader in sustainable architecture.
Committed to sustainability from the very beginning, London & Avalon creates high-quality bed and bath linens designed to be treasured for generations. Their dedication to eco-friendly practices has been recognised by Positive Luxury, earning them the prestigious Butterfly Mark certification – a symbol of their commitment to the highest social and environmental standards.
But for London and Avalon, sustainability is a continuous journey. Their next focus is minimising their water footprint throughout the entire production process, demonstrating their dedication to constant improvement.
OSKIA, a renowned brand in the beauty industry for its innovative, science-driven skincare, has been long committed to sustainability. Their dedication is evident in their use of sustainably sourced and recyclable packaging. But their commitment goes beyond packaging.
Driven by a constant desire to minimise their environmental impact, they’ve implemented a recycling program in collaboration with HANDLE. This partnership allows them to collect used and empty beauty packaging, finding the best path to reintroduce the materials back into the economy.
Cocoon Mode de vie offers international health, wellness & lifestyle management. They elevate everyday management beyond convenience, placing a strong emphasis on sustainability in every aspect.
Cocoon exclusively collaborates with world-renowned luxury hotels, restaurants and wellness brands celebrated for their local environmental initiatives. This allows the clients to travel and unwind with the peace of mind that comes from minimising their environmental footprint.
Aja Botanicals is a newly formed wellness brand that has sustainability on its mind. Their beautiful glass diffuser bottles are hand-blown in Turkey and instead of discarding these after use, Aja Botanicals encourages refilling them, minimising waste.
Their candle refills arrive in packaging made from mycelium, the root structure of mushrooms, offering another sustainable touch. Furthermore, Aja Botanicals produces all the products in small batches ensuring there is no overconsumption.
LMH Luxe List: The 7 Best Luxury Hotel Bars in London
In a city where luxury hotels reign supreme, it’s no surprise that London’s hotel bars are just as iconic as their accommodations. These hidden gems offer more than just a place to unwind—they’re a journey into the heart of sophistication and creativity.
The Red Room at The Connaught, Mayfair
We absolutely love that The Red Room feels like a secret haven tucked away in the heart of Mayfair. Stepping inside is like entering a world apart. As art enthusiasts, we were blown away by the collection of captivating artworks by female artists – it adds a whole new layer to the experience compared to traditional hotel bars.
The bar’s name pays homage to the crimson-hued artworks adorning its walls, including notable pieces by acclaimed artist Louise Bourgeois. In this fusion of art and libations, the Red Room at Connaught invites guests to embark on a journey of discovery and indulgence, offering an experience that is as unique as it is unforgettable.
Our drink recommendation is Sunset: an interesting combination of Campari, Mezcal and Grapefruit.
Scarfes Bar at Rosewood London oozes sophistication. Imagine a crackling fire, live jazz, and Gerald Scarfe’s iconic art – a perfect escape from the city.
Their mixologists are masters, and we loved the SCANDAL SYMBOL: a playful mix of tequila, Aperol, and passion fruit, topped with champagne. Impeccable service seals the deal – a must for a luxurious (but comfy!) night out.
Side Hustle Bar in Covent Garden is a New York-inspired escape within the NoMad Hotel. Trendy vibes and creative cocktails make it a perfect hangout with friends.
This recently 50 Best Bars-recognised spot delivers with friendly service, inspired Mexican drinks (we’re eyeing the margaritas!), and stylish digs in a former police station. Unleash your inner Londoner and unwind in this relaxed, lively gem. Perfect for post-dinner drinks after NoMad’s culinary delights!
Ever dreamt of being a spy? Look no further than Dukes Bar in St. James’s. This discreet gem is dripping with history and sophistication. Ian Fleming himself was a regular, and the bar even claims to have inspired the iconic “shaken, not stirred” line.
Expect impeccable service and legendary martinis, prepared tableside on a special trolley for a touch of theatricality. Dukes Bar offers an unparalleled drinking experience, steeped in tradition and oozing opulence – perfect for the history buff or aspiring secret agent in you.
The Berkeley Bar And Terrace at The Berkeley, Belgravia
Looking for super luxury? Look no further than The Berkeley Bar and Terrace. Imagine plush furnishings, exquisite decor, and stunning Hyde Park views – pure indulgence awaits.
This lavish bar isn’t just about atmosphere. Their expertly crafted cocktails, rare spirits, and curated wine list reflect their dedication to perfection. Whether you’re a cocktail enthusiast or a connoisseur of vintage finds, you’ll be in heaven.
With top-notch service throughout, The Berkeley Bar and Terrace offers the perfect spot to unwind in style, celebrate a special occasion, or simply socialise with friends. It’s a must-visit for anyone seeking a taste of London luxury.
Mayfair’s Donovan Bar isn’t your average watering hole. Here, legendary Salvatore Calabrese (inventor of the Breakfast Martini, no less!) and mixology maestro Federico Pavan team up to create a symphony of classic and contemporary cocktails.
Whether you’re a purist or a modern mixology fan, there’s a drink with your name on it. Expect impeccable service and an inviting atmosphere – perfect for soaking up the essence of Mayfair’s vibrant social scene.
Are you a fan of fruity cocktails? Then we recommend “Wonder”: A beautiful blend of silver tequila, framboise and raspberry
Step into a slice of history at The American Bar, London’s longest-surviving cocktail haven. Since 1893, it’s been a playground for both legendary bartenders (think Harry Craddock of Savoy Cocktail Book fame) and famous patrons like Churchill and Hemingway.
This Art Deco gem remains at the industry’s forefront, having snagged “World’s Best Bar” awards. The vibe? Stylish sophistication with a side of history – photographs and memorabilia line the walls, whispering tales of glamorous nights past.
Feeling classic? We recommend a Negroni, Manhattan, or Martini. But for the adventurous, their innovative twists on vintage concoctions are a must-try.
From new restaurants opening to luxury fashion – our LMH Luxe List rounds up what’s on our to-do list for the month of April…
The Restaurant: Josephine Bouchon, Fulham
Josephine Bouchon is the new addition of the Michelin winner Claude Bossi in the heart of Fulham. The little French bistro is his first restaurant in collaboration with his wife Lucy, a restaurant reminiscent of the traditional Bouchons so often frequented by Claude and Lucy in his hometown of Lyon.
The menu pays homage to his grandmother – named Josephine hence the name – and is inspired by the dishes that she used to cook Bossi. Classic Tasty French food from onion soup, frog legs in garlic butter (encouraging you to eat with your hands) to the more traditional Lyonnaise cuisine such as sauce mutarde (tripe sausage, dijon mustard sauce). All wines are from Rhone Valley, including Josephine’s own label wine, available in red, white and rosé, served in Bouchon-style metre wine, where the bottle is left on the table for guests to help themselves.
The Exhibition: ‘When Forms Come Alive: 60 Years of Restless Sculpture’ by Teresa Solar Abboud, Southbank Centre
“When Forms Come Alive” is an art exhibition at Southbank Center featuring sculptures that are inspired by various sources such as dance gestures, waves breaking, molten metal flow, and spider webs. The exhibition celebrates the dynamism and constant change in the world, emphasising the pleasures of physical sensation and movement in an era dominated by digital interactions.
It showcases works by 21 international artists including Ruth Asawa, Nairy Baghramian, Phyllida Barlow, Lynda Benglis, and more and it has been praised by the likes of Evening Standard, Time Out and AnOther Magazine.
The Theatre: Neil Simon’s ‘Plaza Suite’ at the Savoy Theatre
Sarah Jessica Parker and Matthew Broderick perform together for the first time in West End. Plaza Suite is a play by Neil Simon that took Broadway’s crowds by storm, a hilarious story for love and marriage about high school sweethearts.
A production that played multiple sold-out theatres and broke many box-office records at the Hudson Theatre, becoming the third-highest-grossing play revival in Broadway history during its limited 19-week engagement.
Marina Raphael is an accessories brand known for its unique interpretation of modern elegance and craftsmanship in accessories. The brand collaborates with Swarovski to unveil a captivating capsule collection, featuring dazzling micro bags in two pastel colours and a classic white.
The micro Stella bag is a classic Marina Raphael but now has been upgraded with Swarovski crystals and is made from soft suede and napa leather.
A sixth-generation Swarovski family member, Marina draws inspiration from her familiar heritage, citing the influence of impressive women who have shaped her work ethic. Having established her own label at the tender age of 22, the young entrepreneur has been working nonstop on elevating not only the design aesthetics, the product quality but also the business practice from a social and environmental perspective.
The Pop-Up: Anya Mart, Knightsbridge
Anya Hindmarch has always been innovative with pop-up stores. Last year, the ice cream concept store with unconventional flavours was one of the most visited in London. This year she opened the Anya Mart, a nostalgic corner shop with Anya’s collection and limited edition pieces.
The limited edition pieces include inspired Kellogg’s Candles, Frosties Pyjamas, Diet Coke Coin purse, Pringle’s tote bag and many more!
From new restaurant openings to high jewellery collections – our LMH Luxe List rounds up what’s on our to-do list for the upcoming months…
Afternoon Tea at The NoMad
NoMad London presents its highly anticipated afternoon tea experience, nestled in the heart of Covent Garden within the captivating former Bow Street Magistrates’ Court. Renowned among aficionados of sophistication and luxury, the NoMad Hotel introduces its inaugural afternoon tea menu, showcasing timeless culinary delights with a contemporary flair.
Indulge in delicacies such as the exquisite egg salad infused with aromatic black truffle and fresh chives, or savour the delectable smoked salmon served atop an irresistibly flavorful ‘everything bagel’. Elevating the experience further are six innovative tea-infused cocktails, including the enticing yuzu-based ‘Arnold Palmer’ featuring a refreshing blend of iced tea and lemonade.
28 Bow Street, Covent Garden, WC2E 7AW; available Thursday-Saturday, 2pm-4pm.
Star of Succession, The Dressmaker, Pieces of a Woman and The Master Builder (The Old Vic), Sarah Snook takes on all 26 roles in this gripping, witty and vibrantly contemporary production that breathes new life into Oscar Wilde’s classic tale.
This ground-breaking production – adapted and directed by multi-award-winning Kip Williams, Artistic Director of the acclaimed Sydney Theatre Company – delivers an explosive interplay of live performance and video in an astonishing collision of form.
Hailed as a “dizzyingly beautiful tour de force” (The Guardian), experience the theatrical event of the year during its strictly limited run at London’s Theatre Royal Haymarket, from 6 February to 11 May 2024.
Barbra Streisand, undoubtedly a living legend, has effortlessly dominated the entertainment scene for over six decades. Her illustrious career spans various realms of the industry, making her one of the esteemed EGOT achievers. With a voice that resonates across generations, Streisand boasts one of the most iconic vocal deliveries in popular music. Garnering a remarkable 46 Grammy nominations underscores her unparalleled talent and enduring impact.
Breaking barriers, Streisand etched her name in history as the first woman to spearhead the entire creative process of a major motion picture—writing, producing, directing, and starring. In her autobiographical journey, “My Name Is Barbra,” she offers a candid narrative of her extraordinary life—from humble beginnings in Brooklyn to her meteoric rise in New York’s vibrant nightclub scene. Her iconic portrayal in “Funny Girl” catapulted her to stardom, paving the way for a series of triumphs across various platforms in the years that ensued.
TASAKI Danger Collection
Japanese fine jeweller Tasaki has unveiled its latest additions to its avant-garde Danger collection.
Tasaki’s iconic ‘Danger’ collection is renowned for its edgy designs inspired by dangerous organisms like carnivorous plants, scorpions, and sharks. Incorporating elements such as thorns and fangs, these pieces exude a mysterious allure.
The latest additions to the collection, showcased in their latest influencer campaign shot at Orchard Place, SW1, represent innovative combinations of pearls and diamonds, with striking designs like pearl chokers adorned with gold thorns and diamond-studded pieces. The introduction of the ‘Danger Diamonds’ line, which focuses solely on diamond jewellery, highlights Tasaki’s expertise in crafting bold, punk-inspired pieces featuring signature spikes in white gold settings.
Dreamed up during late nights in Paris, Mistress emerges as an intimate dining spot nestled on St. James Street in Mayfair. This ultra-swanky, ultra-luxe establishment draws inspiration from the romantic allure of Paris, blending exquisite modern French cuisine with a sophisticated lounge atmosphere, promising exclusivity and discretion for those who appreciate life’s finer indulgences.
While specifics remain scarce, the visionary concept comes from Brand Reveller, with the interior design curated by Nanu. The Mayfair dining landscape, particularly its opulent precinct, continues to thrive with the advent of Mistress.
Occupying the lower ground of James Street, the venue inherits the former space of Aura, transforming it from an R&B club to a Parisian-inspired haven. The culinary offerings promise refined French cuisine tailored for contemporary Mayfair tastes, featuring delicacies such as oysters, fillet mignon, caviar, truffle, lobster rolls, and a roaming Champagne trolley.
Moreover, Mistress extends its allure into the late hours, pulsating with funk, soul, and disco beats till the wee hours, transitioning into a members-only enclave post-11 pm.
Location: 48-49 St. James’s St, Mayfair, SW1A 1JT.
The true story of the rivalry between Coco Chanel and Christan Dior.
This thrilling series reveals the shocking story of how fashion icon Christian Dior and his contemporaries including Coco Chanel, Pierre Balmain, and Cristóbal Balenciaga navigated the horrors of World War II and launched modern fashion.
Burberry celebrates its heritage of exploration and the outdoors at Harrods with a month-long knight blue takeover. The transformation highlights Burberry’s connection to nature, with the iconic department store adorned in camping-themed décor and illuminated in knight blue at night.
Visitors can enjoy British pastries and hot drinks from the Burberry food truck, explore the Camping Corner for classic hiking accessories, and delve into Burberry’s rainwear history.
Exclusive to Harrods for February, a capsule collection includes new Burberry pieces spanning various categories. The collaboration also marks the start of Harrods’ 175th-anniversary celebrations, featuring custom Burberry Harrods bears and a special hamper.
Additionally, Burberry redesigns Harrods’ green men’s uniforms in knight blue check, while offering virtual experiences on platforms like Roblox and Snapchat, allowing for immersive engagement with the brand.
Luxury Marketing in 2024: Embracing Experiential, Sustainable, and Personalised Experiences
Embracing Experiential, Sustainable, and Personalised Experiences
The luxury market is constantly evolving, with consumers demanding more than just exquisite products. As we look towards 2024, several key trends are shaping the landscape of luxury marketing, highlighting the importance of experiential, sustainable, and personalised approaches.
Experiential Luxury: Beyond Mere Acquisition
In today’s experiential economy, consumers seek more than just material possessions; they desire immersive experiences that connect with them on an emotional level. Luxury brands must step up their game by creating unique and memorable encounters that go beyond the traditional shopping experience. This could involve interactive pop-ups, exclusive events, or even luxury travel experiences that transport their customers into the heart of the brand’s ethos.
Luxury brands can fully embrace the experiential luxury trend by implementing strategies that go beyond the traditional shopping experience. Immersive pop-ups, for instance, transform temporary retail spaces into immersive experiences, transporting consumers into the brand’s universe. These events offer interactive experiences and exclusive product offerings, creating a deeper connection with the brand. Exclusive events, like curated gatherings for loyal customers or members of special tiers, foster a sense of community and exclusivity. These events provide opportunities for consumers to connect with the brand and fellow enthusiasts, elevating their perception of luxury. Custom-made collections, offering a selection of customisable products, allow consumers to personalise their purchases and express their individuality. This level of personalisation adds a unique touch to luxury items, enhancing their value proposition and fostering a stronger connection with the brand. By adopting these experiential strategies, luxury brands can create lasting memories and solidify their position in the hearts of discerning consumers.
Sustainability as a Cornerstone of Luxury
Sustainability is no longer an afterthought for luxury consumers; it’s a defining element of their purchasing decisions. Brands that prioritise eco-conscious practices and ethical sourcing will gain a competitive edge in the increasingly discerning market. This could involve using recycled materials, reducing their carbon footprint, or partnering with sustainable organisations to create a positive impact.
Luxury brands can differentiate themselves by embracing sustainability as a core value, demonstrating their commitment through sustainable material selection, transparent communication, and partnerships with like-minded organisations. For instance, Prada’s Re-Nylon collection showcases the brand’s use of recycled nylon, while Hermès’ traceability program ensures ethical sourcing and sustainable practices. Such initiatives not only attract eco-conscious consumers but also enhance brand credibility and contribute to a more sustainable future.
Personalisation: Tailoring Luxury to the Individual
Consumers crave personalization and want to feel like they are part of an exclusive community. Luxury brands can leverage this sentiment by offering personalised experiences and products that resonate with their individual preferences. This could manifest in custom-made items, tailored marketing messages, or VIP experiences that elevate the customer’s journey.
Luxury brands can deepen customer relationships and foster loyalty by adopting personalised approaches. Tailored marketing messages can resonate with individual preferences and purchase history, creating a more relevant and engaging experience. VIP experiences, such as exclusive gatherings or member-only perks, can elevate the customer journey and cultivate a sense of belonging. Additionally, customisation options allow consumers to personalise their luxury items, adding a unique touch and deepening their connection with the brand. These personalised strategies enhance the customer experience, fostering brand loyalty and driving long-term success.
Photo credit: Six Senses
Digital-First Engagement: Embracing the Virtual Realm
While physical retail remains a cornerstone of luxury, the digital landscape is becoming increasingly important. Luxury brands need to establish a strong online presence and implement a comprehensive digital marketing strategy to reach their audience. Social media marketing, influencer partnerships, database marketing and targeted e-commerce campaigns can all play a significant role in connecting with luxury consumers online.
Luxury brands across industries can embrace the digital realm by implementing strategies that enhance the online shopping experience. Seamless e-commerce platforms like Louis Vuitton’s virtual boutique provide an intuitive and user-friendly experience. These platforms offer personalised product recommendations, virtual try-on features, and secure payment options, catering to the discerning tastes and preferences of luxury consumers.
For instance, Six Senses, a hospitality group focused on wellness and sustainability, has embraced the digital realm by offering immersive virtual experiences that connect guests with nature and promote well-being. Their virtual wellness retreats provide access to yoga, meditation, and nutrition counselling, allowing guests to experience the brand’s ethos even while physically apart. Influencer partnerships like Chanel’s collaboration with K-pop star Jennie Kim can amplify brand reach and resonate with target audiences (Image 3). Collaborating with influential individuals who align with the brand’s values and resonate with their audience can effectively introduce the brand to new consumers and enhance brand recognition. Auberge Resorts, a collection of luxury resorts known for their unique and personalised experiences, has partnered with influential travel bloggers and photographers to showcase their destinations and create compelling content that resonates with their target audience.
By embracing these digital strategies, luxury brands can create seamless and engaging online experiences, connecting with consumers on a deeper level and driving sales in the digital age. They can also extend their reach beyond traditional retail and engage with consumers in industries like travel, hospitality, beauty, and wellness, creating a holistic and immersive experience that reinforces the brand’s values and appeal.
The Rise of Gen Z and Millennials: Understanding the New Luxury Consumers
Millennials and Gen Z have emerged as a powerful force in the luxury market, bringing with them a fresh perspective and set of expectations. These generations are more price-conscious, value authenticity, and seek experiences that align with their social values. Luxury brands must adapt their marketing strategies to captivate these new consumers, emphasising transparency, ethical practices.
Storytelling is a powerful tool for connecting with Millennials and Gen Z. Luxury brands should craft authentic brand narratives that showcase their ethos, values, and the people behind the brand. This approach builds deeper connections and fosters brand loyalty. Creating a sense of community and engagement is crucial for fostering loyalty among Millennials and Gen Z. Luxury brands can host online forums, organise exclusive events, and create social media groups for loyal customers to connect and share their experiences.
As luxury brands navigate the dynamic evolution of the luxury market, embracing experiential, sustainable, and personalised approaches is paramount to connecting with discerning consumers. These trends will continue to shape the future of luxury marketing in 2024 and beyond, ushering in an era of immersive, ethical, and personalised experiences tailored to the discerning tastes of luxury clientele. At Luxury Marketing House, we are committed to providing comprehensive marketing solutions that align with these key trends, empowering brands to thrive in the ever-changing luxury landscape and forge enduring connections with their audience.
Black Friday and Cyber Monday had recently passed, and bargain hunters were out in force. For luxury brands, however, the annual debate is back. In order to remain a premium commodity, exclusivity is essential. Luxury brands pride themselves on delivering high-quality products and services which are not accessible to all. Entering the world of discounts, which for many brands is a necessary evil with fears of a global recession prompting companies to sacrifice margin and participate in discounting, is not something luxury brands want to do to preserve the perception of exclusivity.
Offering discounts can dilute brand image, something which can be extremely damaging, and defeats the ethos of limited availability and accessibility which lies at the heart of luxury. Once a luxury brand starts offering discounts consumers become sensitive to price, learn to expect cyclical sales and often begin making comparisons with other brands to assess value for money. This defeats the relationship model luxury customers expect. They want to trust in a brand, invest in a brand and build a long-term relationship.
The global luxury market is expected to rise between 8 – 10% over the previous year, reaching a record $1.6 trillion, according to the latest report by Bain & Company and Altagamma. Despite rising costs of living, the luxury sector has proven to be robust, achieving a growth of 11 – 13% in 2023. The key segment, personal luxury goods, is expected to record 4% growth year-on-year, reaching an estimated $393 billion by the end of 2023. So it’s safe to say, luxury is booming as shoppers look to invest in high-quality pieces.
Today’s luxury consumers care about provenance, and sustainability and place a high value on enduring quality. Invest more to buy and waste less. Luxury brands cost more so there is a perception that their higher profit margins allow for a greater investment in innovation, quality, craftsmanship and design. Discounting can shift consumers’ attention away from these essential values, diminishing the sort after exclusivity and for many the overall attractiveness of the product/ service.
There is no denying that a vast majority of shoppers do look for sales, McKinsey estimates that the off-price segment of the overall fashion market is set to grow five times faster than the full-price segment from 2025 to 2030. Off-price lends itself better to online purchases and is a sustainable way for brands, who always find overstock, to monetise excess inventory. One way luxury brands can participate in discounting whilst preserving their brand image is to use third-party luxury platforms, like Net-a-Porter, MatchesFashion, and FarFetch, where year-round sales of up to 70% are now commonplace. Using third-party marketplaces to offer discounts allows luxury brands to protect their equity and help avoid the perception of being a “discount brand”.
From new art exhibitions to wellness supplements – our LMH Luxe List rounds up what’s on our to-do list for the month of November…
Adam Ball Exhibition at Orchard Place
London-based artist Adam Ball will be at Orchard Place showcasing his extraordinary art from November 16th until December 14th with his ‘Chaosmos’ solo exhibition.
Curated by Martin Mayorga the exhibition explores the rhythmic interplay of creation and renewal, inviting us to embark on an infinite journey of existence.
Adam Ball’s artworks are a testament to his meticulous attention to detail and dedication to thorough research and observation. His creations often result in highly personal pieces commissioned for private collections in residences across the globe.
You can expect to encounter a diverse range of mediums including paintings, intricate cut-outs, charcoal drawings, wooden wall-based sculptures, and a light installation at this upcoming exhibition with SHAKE GALLERY.
The OWO, the splendid transformation of the historic Old War Office in Whitehall, is now fully open to the public, making it the perfect destination for a remarkable Christmas experience. This iconic building, boasting 85 luxurious residences, five independent restaurants, and a 120-room hotel with an additional seven dining and bar options, is unlike anything you’ve seen before. The sheer scale and opulence of the OWO make it a must-visit destination this holiday season.
With Michelin-star chef Mauro Colagreco debuting three unique restaurants, including one that celebrates the finest in vegetables, the OWO offers an unrivalled gastronomic journey. Additionally, Café Lapérouse serves old-world French cuisine in a romantic setting, and Italian dining at Paper Moon is a tried-and-tested delight. More culinary delights await in the form of Endo Kazutoshi’s upcoming rooftop Japanese restaurant.
The OWO is not just a place to stay or dine; it’s a complete experience. As it has now fully opened, we strongly recommend a visit to immerse yourself in its grandeur and make this Christmas unforgettable. Whether you’re looking for an exceptional dining experience or a lavish stay, the OWO has it all. Don’t miss this unique opportunity to celebrate the holiday season in style at one of London’s most iconic landmarks.
In honour of World Vegan Month this November, we recommend a visit to Gauthier Soho. Led by renowned chef Alexis Gauthier, a vegan since 2016, this Michelin-starred restaurant in Soho has become a beloved destination for fine dining with a plant-based twist. As of June 23, 2021, the restaurant made a significant transition to being 100% plant-based, a departure from the traditional meat and dairy offerings commonly associated with French gastronomy. You can select from a five- or eight-course tasting menu, featuring a delightful array of dishes like red wine and beetroot borsch, crispy butternut tatin, and cashew and walnut fromage accompanied by quince and pickles.
ENERGY by Clinique La Prairie – Holistic Health Longevity Supplements
As we welcome colder days, it’s vital to maintain both physical vitality and mental clarity. ENERGY by Clinique La Prairie – Holistic Health Longevity Supplements is the answer, with a potent blend of ingredients, including Ashwagandha, B vitamins, Ginger extract, Guarana, and Taurine, known to enhance cognitive functions and reduce fatigue. What sets it apart is the exclusive Holistic Complex and the patented nootropic, Cognivia™, ensuring proven efficacy. Embrace the upcoming season with renewed vigour and mental acuity. Stay active, stay sharp, and stay fulfilled with Clinique La Prairie’s ENERGY—a holistic approach to holistic well-being.
Jigsaw, known for its innovative collaborations, is teaming up with fashion designer Roksanda to release a limited 29-piece capsule collection. This partnership melds Jigsaw’s reputation for diverse creative collaborations with Roksanda’s expertise in contemporary working wardrobe design. The collection boasts bold colors like fuchsia, lapis blue, and marigold, juxtaposed with classic neutrals. Unique features like ruching, fringing, and pleating add rich texture to the garments. The collection also includes sculptural jewellery pieces in 24ct gold plating. With limited production runs, some items are extremely limited. This collaboration follows Jigsaw’s recent foundation launch to support British arts and culture, highlighting the power of British brands uniting.
The JIGSAW x ROKSANDA collection is exclusively available on the Jigsaw website and in select stores.
