From Limited Edition to One & Only: How Personalisation Is Defining Luxury for Ultra-Wealthy Clients.

What drives the wealthy to seek hyper-personalisation in their luxury purchases? How are AI and blockchain technologies shaping the landscape of bespoke? Can sustainability and personalisation coexist harmoniously in the high-end market? In this latest edition of The Future of Luxury by Summit Communication Group , we explore how luxury brands are redefining exclusivity through advanced AI investments and personalised experiences.

From Bentley Motors 's bespoke veneer interiors to Aston Martin Lagonda Ltd 's digital customisation in Ginza, the narrative searches into the convergence of cutting-edge tech and sustainability initiatives, illuminating a future where luxury has become as unique and conscientious as its new clientele.

In a climate-controlled storeroom, where only the rarest of woods are stored, Ioannis Papagiannakopoulos first spotted the walnut veneer from a 17th-century tree felled in a storm. The maritime executive, with a discerning eye for the exceptional, was captivated. “They told me they’d used it just once in a special, one-off edition a few years ago,” he recalls. “Let’s say, in a polite way, I started pestering them until they said I could have it.”

His persistence paid off, and the veneer now graces the interior of his new Bentayga EWB Mulliner V8. This ￡250,000 luxury car, resplendent in cobalt blue inspired by Yves Saint Laurent’s Jardin Majorelle villa, is a testament to Bentley Motors ’s commitment to personalisation. “It evokes the Adriatic,” Papagiannakopoulos muses, “and makes me feel at home whenever I sit behind the wheel,” he reported to the Financial Times.

Such bespoke touches are no longer rare in the world of luxury. From cars to clothes, the ultra-wealthy demand more than mere ownership; they seek to imprint their identities on the objects they cherish. This shift has driven luxury brands to embrace artificial intelligence and digital technology, revolutionizing how they cater to their clientele.

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The Surge in Tech Investment

Over the past three years, the luxury goods industry has invested over $360 million in AI technologies, a 79% increase from the previous period. “AI is definitely among the top three themes dominating investments in the luxury industry,” notes Sourabh Nyalkalkar, Practice Head of Innovation Products at GlobalData. This investment is not merely a trend but a strategic move to enhance personalisation, protect brands and manage complex supply chains.

Luxury giants like 香奈儿 , 路易·威登 and Gucci are at the forefront, leveraging AI to offer hyper-specific experiences. These brands partner with tech firms to ensure every customer interaction is tailored, reflecting the brand's essence and the client's individuality.

"Personalisation is not a trend; it is a fundamental shift in how we deliver value to our most discerning customers." Angela Ahrendts, Former SVP of Retail, Apple

Battling Counterfeits with Blockchain

The luxury sector’s pivot towards AI is also a response to the perennial problem of counterfeits. Counterfeit goods have long plagued the industry, eroding brand value and consumer trust. Nyalkalkar highlights the optimism within the sector, noting that AI and blockchain technologies can combat these issues by ensuring authenticity and traceability. This technological embrace is seen as a safeguard for the integrity and exclusivity that luxury brands promise.

The Complexity of Supply Chains

As luxury brands expand globally, managing inventory across diverse sales channels becomes increasingly complex. AI tools offer predictability and efficiency, streamlining supply chain management. Nyalkalkar explains that leading brands are exploring AI applications such as computer vision technologies for body measurements and pose estimation. These advancements allow for more accurate and personalised recommendations, signalling a shift towards greater customer-centricity.

"Luxury today is about being bespoke, creating something that is uniquely yours." Sidney Toledano, Chairman and CEO, LVMH Fashion Group

The Rise of Smart Wearables and AR

In the luxury fashion segment, smart wearables and augmented reality (AR) technologies are gaining traction. Brands like 卡地亚 and Moncler are enabling customers to virtually try on products, bridging the gap between online and in-store shopping. AI-generated models and digital fashion are reshaping consumer perceptions, with virtual try-ons particularly popular in South Asian markets.

Sustainability Through Personalisation

Data has become the cornerstone of modern luxury fashion brands, driving both personalisation and sustainability efforts. The insights derived from customer data are instrumental in fostering environmental action. According to the latest Vogue Business Index, the majority of luxury consumers scrutinise the sustainability credentials of brands before making a purchase, a trend especially pronounced among under-35s.

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Ethical Commerce and Circular Payment Solutions

Adit Gadgil, global co-head of e-commerce and technology, media, and telecoms at J.P. Morgan Mobility Payments Solutions S.A. emphasises the growing importance of ethical commerce. Consumers seek assurance that products are sourced responsibly, from production to delivery.

"Personalisation allows us to offer our clients something truly unique that reflects their individual tastes and lifestyles." Patrice Louvet, CEO, Ralph Lauren

One of fashion’s major sustainability challenges is the excess waste generated during production. The circular economy approach, which includes rental, resale, and repair, aims to extend the lifecycle of fashion products. This model is gaining traction among luxury brands, with one-fifth now operating direct resale services and partnering with secondhand marketplaces like Rent The Runway , eBay and Vestiaire Collective .

The Digital Wallet Revolution

Luxury brands are increasingly positioning themselves as data-driven entities. HUGO BOSS , for instance, aims to become a "tech-driven fashion platform" for millennials and Gen Z, investing €15 million in a data campus in Portugal to bolster data science, personalisation, and insights.

The importance of data has never been clearer, especially as regulatory changes limit the ability to collect third-party data. Brands are now focusing on gathering data directly from consumer interactions, providing invaluable insights into market preferences, inventory needs, and sustainability opportunities.

These insights, combined with robust payment systems, enable luxury brands to achieve financial and environmental goals. For example, payments providers can manage foreign currency exposures when supply chains shift towards more sustainable practices. Tailoring remittances to reward sustainable suppliers can further incentivise ethical behaviour across the industry.

Innovations in Payment Systems and Sustainability

The fast-paced development of AI and machine learning is transforming various aspects of the luxury retail business, from fraud prevention to cash-flow management and personalised payment options. Ebby Abdul, executive director of applied AI/ML at J.P. Morgan Payments, highlights the competitive edge gained by retailers adopting these technologies, promising a seamless and secure shopping experience.

The Role of Gen Z

Gen Z's commitment to sustainability is reshaping the luxury industry. Despite being price-sensitive, this generation is willing to pay a premium for environmentally-friendly products. Buy-now, pay-later options have gained popularity, offering a solution to the high upfront costs of sustainable items.

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Chinese payment platform 支付宝 's Ant Forest campaign exemplifies how payment systems can incorporate sustainable values. Users log their environmentally friendly choices, such as using public transport, and are rewarded with digital trees that translate into real-world conservation efforts. This initiative has planted around 122 million trees in China, demonstrating the potential impact of integrating sustainability into payment platforms.

"Our mission is to create experiences that are as unique and individual as our clients themselves." Marco Bizzarri, CEO, Gucci

The Future of Luxury Personalisation

As AI continues to evolve, luxury brands are poised to offer even more personalised experiences. Bentley Motors Batur introduces light sculpture technology, projecting welcome animations onto the ground when the car door opens.

For the next tier down of luxury manufacturers, customisation presents a boon: their high-end clientele go away feeling happy, as the owners of something unique, while they themselves secure a premium price without having to redesign their product from scratch. It is a neat balancing act that luxury coachbuilder Mulliner has been perfecting since its origins as a saddler in the Elizabethan period. Acquired by Bentley Motors back in 1959, the company’s team of designers, engineers, and artisans now operates as the elite carmaker’s personal commissioning division.

"We see a growing demand for products and services that are tailored to the unique preferences of our customers." John Idol, CEO, Michael Kors

Part of that role sees it produce limited series one-offs, such as the just-released, ￡1.75mn Batur Convertible (total vehicles manufactured: 16). But another part involves guiding soon-to-be Bentley owners through its myriad of colours, materials, and features — the most exclusive of which carry the bespoke “By Mulliner” label.

“In total, there are something like 40bn options,” explains David Parker, the division’s chief commercial officer. “So, with around 15,000 cars a year, we have several lifetimes ahead of us before we get through them.”

Aston Martin x The Peninsula Tokyo

Aston Martin Lagonda Ltd , the paragon of British automotive luxury, has taken another audacious step in its quest for global supremacy with the opening of a landmark showroom in Tokyo, a city renowned for its sophistication and insatiable appetite for opulence.

Following the success of their inaugural global flagship, Q New York, Aston Martin now introduces Aston Martin Ginza, a state-of-the-art showroom nestled within the prestigious Peninsula Tokyo hotel. This isn't merely a showroom; it's a 324 square meter sanctuary where the ultra-wealthy can indulge their every automotive whim.

The Ginza showroom, the first in Asia to fully embody Aston Martin's refreshed corporate identity, boasts the capacity to display three of their iconic models. A digital media wall and a sumptuous customer lounge invite clients to craft their own intimately personal Aston Martin. It’s a place where dreams take form, metal and leather melding to the unique specifications of each discerning customer.

This opening marks a significant chapter in Aston Martin Lagonda Ltd’s expansion in Japan. The nation’s growing fascination with luxury vehicles, especially the supercar SUV DBX707 and the award-winning DB12, has fueled this ambitious venture. "Tokyo is one of the most important centres of luxury in the world," states Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin. "Having been the number one city location for new Aston Martin sales in 2023, we are delighted to double our retail presence with this stunning new landmark showroom in the five-star hotel, The Peninsula Tokyo."

Echoing the elegance of its New York counterpart, the Tokyo showroom underscores Aston Martin’s dedication to enhancing customer experience through significant investments in ultra-luxury retail. More flagship locations and landmark showrooms are on the horizon, each promising to elevate the brand’s presence and customer engagement.

Recognizing the burgeoning trend of personalisation in luxury, the Aston Martin Ginza showroom brings the epitome of the Q by Aston Martin bespoke service to Japan.

Here, clients can delve into a world of customisation, creating vehicles that are as unique as their fingerprints. In 2023, Q by Aston Martin saw a 36% global growth, driven by the allure of bespoke offerings like the DBR22, the DBS770 Ultimate, and the extraordinary Aston Martin Valkyrie and Valour.

Ginza, a district where the past and present harmoniously coexist, is the perfect setting for this venture. Home to flagship stores of major luxury brands and the historic Kabuki Theatre, Ginza is a beacon of commercial success and cultural heritage. Ken Arai, Company President of GRAZ Automotive Holdings, which will operate Aston Martin Ginza, expresses his enthusiasm: "Helped by the introduction of amazing, market-leading products, we see huge potential for Aston Martin to build on its existing loyal customer base in Japan."

"We are privileged to welcome the ultra-luxury British brand, Aston Martin, to the Peninsula Tokyo in Ginza, and to be part of a captivating blend of Japanese tradition and modernity. We look forward to welcoming Aston Martin’s owners with our legendary Peninsula Hospitality." Mark J. Choon, Managing Director of The Peninsula Tokyo

Hyper-Personalisation is the key to true luxury

Aino Grapin, CEO and founder of Winch Design, notes that clients derive immense satisfaction from the personalisation process itself, valuing the journey as much as the final product.

Luxury travel firms like Scott Dunn Private go to great lengths to create special moments for their clients. Jules Maury, head of Scott Dunn Private, recounts how the firm arranged for a grand piano to be delivered to a client's holiday destination so that the grandfather could play Christmas songs for his family. Such bespoke touches elevate luxury experiences from ordinary to extraordinary.

"Today's luxury consumers expect a high level of personalisation that speaks to their unique identities and aspirations." Antoine Arnault, CEO, Berluti

As Nicholas Foulkes, a renowned observer of the luxury market, points out, contemporary wealth signifiers have evolved. Today's billionaires often prefer understated elegance over ostentatious displays. Foulkes highlights the importance of knowledge and personal connection in shaping the future of luxury, emphasising that exclusivity should not lead to isolation.

Luxury brands must understand and cater to the nuanced desires of their clientele, balancing exclusivity with intimacy. By embracing AI and sustainable practices, the luxury industry can continue to offer unparalleled personalised experiences that resonate with the discerning tastes of the world's wealthiest individuals.

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Written by Gregory Gray , CEO and Founder of Summit Communication Group

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