Behavior & Trends

Yesterday we were at the first e-commerce congress of luxury in Brazil, organized by @ecommerce_br, a space to breathe the present and visualize the future of retail with a talk with the WGSN that left us with a desire to want more.

Between lectures, activations and conversations, some ideas that we want to share with those who like the connection, culture and creativity theme.

Clienteling

Between academia and the practice we live every day, we approach clienteling as the art of bringing the client closer to the brand in a genuine way, transforming every opportunity into a memorable experience, attention to detail, personalization and emotional connection.

Experiences and relationships in practice around the world, bringing the client closer to the brand in various scenarios, such as Bvlgari supporting the renewal of the Pinacoteca, as art and culture activations, are experiences that activate belonging.

Culture & Creativity

Brands are becoming cultural catalysts, like Acne Paper at the Palais Royal mixing fashion and editorial content, Giorgio Armani with the Four Seasons connecting clients to lifestyle and hospitality, and Jacquemus among other dozens of houses, creating reading clubs and cafes around the world, becoming part of the cultural life of those who follow.

The WGSN reinforced that 95% of consumers in the luxury market value brands linked to culture and art.

Dupes, Legacy & Physical Archive

Contrary to what we naturally imagine, the new generations value dupes, and it becomes interesting to observe how brands respond with intelligence to the movement, as the example of Loewe sharing in video capsules the fabrication of its pieces, showing the value of the process and protecting its narrative.

At the same time, legacy and memory return to the scene, we can observe this in the return of brands with serif design, reinforcing its DNA and tradition.

Physical archives, such as the Prada Archive, remind us that memory, history and presence can only be carried by the physical.

Market & Perspectives

The forecast is clear: until 2030, Millennials and Generation Z will respond for 80% of global purchases, and Generation Zalfa already actively spends on beauty products.

To connect and retain these generations, brands need to invest in authentic campaigns, virtual worlds that unite digital and physical, and cultural experiences that cannot be bought.

Handmade

We already know that preserving craftsmanship is a relevant strategy, beyond the social recognition of talents, activations that highlight the artisanal process make the experience tangible, cultural and emotionally connected.

The STEPIC report from the WGSN for 2026 reinforces the importance of protecting, preserving and valuing the handcrafted, in the future of this market.

Clienteling, culture, creativity, legacy and sensorial experience, connect every detail to the narrative, memory and belonging.

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