Exploration, connection, positivity, freedom. These are the priorities that characterize the lifestyle of the new generation of consumers.
For luxury brands, this means identifying lifestyle opportunities that can be transformed into luxury and partnering with different sectors with these values.
The last area of focus is dedicated to sustainable mobility, in particular that of motorcycles and bicycles.
Burberry was the first luxury fashion brand to partner with a Tour de France team. The company also unveiled a collaboration with electric motorcycle brand DAB Motors.
Saint Laurent recently teamed up with Super73 on a limited edition electric bicycle (having previously sold Saint Laurent x 6KU Nebula collectible bikes at its Rive Droite store in Paris).
Louis Vuitton collaborated with the bespoke bicycle company Maison Tamboite, Stella McCartney with Cannondale, Jacquemus with Vanmoof and Feng Chen Wang with the Piaggio group.
Luxury brands have long experimented with activations beyond their conventional product offerings, the bicycle market and the electric vehicle sector. There is a clear sustainability benefit: Transportation is the largest source of greenhouse gas emissions in the United States.
