The pursuit of “phygital”

LUXURY INSIGHTS | July 20, 2025
Timeless insights for luxury brands.

A few weeks ago I touched on the trend of immersive digital experiences (you can read more about that here).

This week, as luxury brands continue to pursue this trend, it seems pertinent to revisit this concept…

01. INSIGHT

As luxury brands merge physical and digital engagement to deliver seamless, personalized, and immersive customer journeys, the marketing phrase “phygital” grows in popularity.

"Phygital," as Philip Kotler clearly describes it is: “a hybrid of physical and digital.”

By adopting a "phygital" approach, luxury brands cater to modern consumers who expect convenience, interactivity, and exclusivity—whether shopping online, in-store, or through experiences that blend both.

This synergy ensures upscale clientele enjoy innovative touchpoints and luxury brands remain relevant in an ever-evolving landscape.

And, in doing so, luxury brands are creating seamless client experiences that extend beyond isolated purchases to nurture long-term relationships, and promote advocacy.

02. INSPIRATION 

“Innovation distinguishes between a leader and a follower.”

 — Steve Jobs

03. INTENTION

Which aspects of your brand could benefit from a "phygital" approach?

How can you innovate while simultaneously uphold the time-honored principles of luxury?

Remember, luxury is at once innovative and enduring.

Make it a brilliant 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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