Brilliant Cut
Knowing is a luxury | 7.20.26
Just the right amount of hand-picked luxury marketing news and market intelligence
:: FACETS ::
→ (FT) High jewelry boosts desirability to outshine luxury sector: Asset-rich buyers, soaring gold prices and big launches have raised perceptions of the category’s investment potential. Read more
→ (Retail Dive) For luxury, the in-store experience still reigns: Aspirational clients ultimately want human interactions and unique experiences from luxury brands. Read more
→ (WWD) Luxury Shoppers Are Adopting AI Faster Than Brands Are Adapting: New research from Bain & Co. finds affluent consumers are rapidly embracing generative AI for discovery, comparison and purchase decisions. Read more
→ (Reuters) From space rocks to smartwatches, AI millionaires rewrite the luxury playbook: AI-driven wealth is reshaping luxury demand and luxury brands are adapting their playbooks to appeal to this newer, younger wealth segment. Read more
→ (McKinsey & Co.) The State of Luxury: What US and Chinese clients reveal about the sector’s future: The state of luxury in the US and China reveals how shifting client expectations may help brands reignite growth in 2026 and beyond. Read more
→ (Wallpaper) Mytheresa sets sail, taking over a mega-yacht on the French Riviera: German fashion e-retailer Mytheresa hits the water with the latest iteration of its ‘Maison Mytheresa’ series, which began in St Moritz last December. Read more
→ (Robb Report Singapore) Hermès artistic director Pierre-Alexis Dumas ponders the deeper meaning of luxury: Hermès’s Pierre-Alexis Dumas on luxury as comfort, craftsmanship, and the enduring lesson of “the happy horse.” Read more
→ (Bloomberg via Fashion Network) Erling Haaland’s $50,000 Hermes man bags can help rescue luxury: Haaland has generated $8.8 million in brand value for Hermes over the course of the football tournament. Read more
Flash Stats: According to a new report by Boston Consulting Group (BCG) and Altagamma, the global personal luxury goods market is expected to grow 2-5% in FY26, with annual growth accelerating to 4-7% by 2029. The recovery, the report argues, will come from a broader consumer base, stronger customer retention and increasing domestic spending. The report also highlighted the growing role of AI in the luxury sector. Nearly 90 per cent of luxury consumers now use AI or generative AI tools every week, while 79 per cent already use AI to research, compare and evaluate luxury products and experiences before making purchases. At the same time, around 60 per cent of fashion and luxury companies remain at emerging or stagnating levels of AI maturity, indicating room for further adoption. - 2026 True-Luxury Global Consumer Insights, BCG and Altagamma
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