The newest trend in luxury
LUXURY INSIGHTS | August 3, 2025
Timeless insights for luxury brands.
As the luxury sector continues to navigate this challenging market, a new trend has emerged that is piquing newfound enthusiasm amongst luxury brands and supporters alike: consumer authorship.
01. INSIGHT
In a growing number of cases, luxury consumers are no longer merely purchasing products—they are being invited to adopt, adapt, and co-create aspects of the luxury brand’s identity.
This two-way dynamic fosters a sense of community and personal investment, which in turn holds the attention of the consumer and nurtures their relationship with the brand.
Referred to as "consumer authorship" to describe the client's active role in the purchasing process, this trend most often occurs in one of the following 5 ways:
Sharing personal stories
Engaging in collaborative projects
Creating one-of-a-kind customizations
Participating in immersive events
Attending bespoke brand experiences
02. INSPIRATION
“In personalization of customer experience, the customer is the driver, the company is the passenger and the vehicle is the product/service.
If you ever swap roles, you need a big L (Learner sign), and every car around needs to keep their distance.”
— Dateme Tamuno
03. INTENTION
How can you involve your clientele more in your luxury brand?
What more can you do to ensure your clientele feel a part of your brand, and your creative process, rather than a mere purchaser?
Remember, the path to longevity is built on loyalty.
Make it a fabulous week,
Luxury Brand Communications Strategist
Creator & Author of Luxury Insights
ABOUT THE AUTHOR
Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.
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