Slide 1: Luxe Eternal 2026: The customer edit
2026 ISSUE ETERNAL The customer edit > accenture
Slide 2: About the research and Authors
About the research Authors Luxe Eternal: The customer edit explores how Jill Standish customers themselves are redefining luxury—what Senior Managing Director – Global Lead, Retail they value, aspire to and expect from brands today. Jill leads Accenture’s Retail client portfolio—developing This year
Slide 3: Introduction: From brand vision to customer reality
Introduction From brand vision to customer reality Our Luxe Eternal 2024 report—which was based and emblematic products like jewelry and on interviews with luxury brand CXOs—revealed beauty driving “selective growth”. Yet loyalty is a pivotal moment for the industry as shifting becoming more fragile
Slide 4: Contents
Contents Luxury is navigating a new paradox 6 Customers are a mosaic of diverse identities 12 Customers converge on the essence of luxury, with many nuances 16 Customers highlight a resonance gap 24 Customers value more than what meets the eye 30 Today’s luxury listens to the voice of the customer 3
Slide 5: Luxury is navigating a new paradox
Luxury is navigating a new paradox 6 Luxe Eternal: The customer edit
Slide 6: Resilient luxury amid broader macro uncertainty
Resilient luxury amid broader macro uncertainty Despite tariffs, slowing growth in China and broader economic uncertainties, the luxury sector continues to display a certain degree of stability. This underscores its reputation as one of the world’s most resilient industries. Note: The chart illustra
Slide 7: Experiences drive selective growth, while jewelry and beauty retain enduring appeal
Experience outpaces ownership Experiential categories such as travel, wellness and fine dining are driving growth, indicating that the customers' shift away from ownership toward meaning and emotion is long term. Experiences drive selective growth, Jewelry and beauty hold enduring appeal while jewel
Slide 8: Evolving values and lifestyles are driving the transformation of luxury
Evolving values and lifestyles of customers are driving the transformation of the luxury industry. Copyright © 2026 Accenture. All rights reserved. 9
Slide 9: Behind the macro resilience lies a subtle vulnerability: loyalty is fragile
Behind the macro resilience lies a subtle vulnerability: loyalty is fragile This is what luxury CXOs highlighted in our 2024 report… 83% 82% 87% of luxury executives of luxury executives of luxury executives agree that “customers agree that “the values agree that “today’s are changing faster and beh
Slide 10: At the same time, generational wealth transfer is accelerating
Generational wealth transfer is accelerating Currently, Baby Boomers own 45% of the wealth, while Gen Z and Millennials account for just 8%. By 2040, the latter two generations are expected to hold 35% of the wealth, while Gen X’s share will nearly double to 45%. This transfer will redefine expectat
Slide 11: Customers are a mosaic of diverse identities
Elena, a European Customers aspirational under 40, sees luxury as creative self-expression. She is tech- comfortable, socially active, are a mosaic aesthetics-driven and doesn’t consider herself an influencer. of diverse identities • 24% of her annual luxury spending is dedicated to apparel and foo
Slide 12: Kenji and Elizabeth personas
Kenji, an emerging high- Elizabeth, a Very Important value customer under 40 Customer (VIC) over 40 from Asia, blends strong in the US, values timeless openness to gen AI and quality, trust in people and influencers with a deep community around her. focus on brand values and bold, visible designs.
Slide 13: Luxe Eternal: The customer edit
14 Luxe Eternal: The customer edit
Slide 14: Brands must operate within these nuances while preserving a consistent identity
There isn't one type of luxury customer. Instead, the market comprises diverse segments, each with distinct personal traits, purchasing behaviors and values. Brands must operate within these nuances while preserving a consistent identity. Copyright © 2026 Accenture. All rights reserved. 15
Slide 15: Customers converge on the essence of luxury, with many nuances
Customers converge on the essence of luxury, with many nuances 16 Luxe Eternal: The customer edit
Slide 16: Quality, exclusivity and elegance top descriptors of luxury
Quality When customers describe luxury, three Exclusivity Elegance words consistently rise to the top: Uniqueness quality, exclusivity and elegance... Timelessness Beauty The word ‘quality' was by far Moreover, ‘exclusivity’ the most frequently referenced and ‘elegance’ each occur Frequency Style wh
Slide 17: Nuances dependent on segment, region and age
… but also reveal Customer Segment nuances dependent Aspirational customers emphasize status, on segment, region beauty and recognizability. and age Emerging high-value buyers blend expressive cues with growing appreciation for quality and experience. VICs adopt the most multidimensional view, prior
Slide 18: Region and age views of luxury
Region Age US customers focus on craftsmanship, Younger customers associate luxury with distinction and iconic products and uniqueness, exclusivity, fashion-forward experiences. cues and innovation. European customers lean more toward Older customers focus on exceptional exclusivity, distinction and
Slide 19: The customer lens reframes how we prioritize what makes a brand desirable
The customer lens reframes how we prioritize what makes a brand desirable Listening to the voice of the customer is especially valuable for brands that are not yet in the sweet spot of the Luxury Leaders (see our 2024 report for details)— which represents the perfect balance between brand desirabili
Slide 20: Brand desirability framework
Luxury fundamentals Exclusivity Quality and craftsmanship Heritage Iconic status Brand desirability framework Experience Innovation Social value Luxury differentiators Source: Luxe Eternal Research 2024 Copyright © 2026 Accenture. All rights reserved. 21
Slide 21: The luxury fundamentals are top of mind for customers
The luxury fundamentals are top of mind for customers 21% But each segment elevates these dimensions differently. This validates the approach adopted by the top-performing of luxury customers rank quality and craftsmanship companies highlighted Among aspirational customers, as their top dimension in
Slide 22: Dimensions that make a luxury brand desirable
Dimensions that make a luxury brand desirable Rank Quality and craftsmanship 1 Demonstrating exceptional attention to detail, quality and mastery of execution Exclusivity 2 Creating a sense of privilege and distinction, and offering something rare and limited Iconic Status 3 Delivering recognizable
Slide 23: Customers highlight a resonance gap
Customers highlight a resonance gap 24 Luxe Eternal: The customer edit
Slide 24: Do luxury brands resonate with customers?
Do luxury brands resonate with customers? At first glance, the answer seems positive 65% believe luxury brands still influence culture and reflect today’s values 63% say luxury brands are evolving in line with changing lifestyles and expectations 60% say brand storytelling emotionally engages them N
Slide 25: Beneath the surface, a resonance gap is emerging
Beneath the surface, a resonance gap is emerging 37% of customers say luxury brands increasingly struggle to sustain emotional resonance and create a lasting bond with them Note: The data reflect the percentage of respondents indicating significant or extreme agreement with the statement. 26 Luxe Et
Slide 26: The loyalty contract between brands and customers is breaking
The loyalty contract between brands and customers is breaking 50% feel brands are becoming profit-driven businesses rather than dream-makers 37% see “value-for-money” declining 35% judge brand expressions as less distinctive and inspiring 33% highlight ethical credibility issues: scandals, labor con
Slide 27: 60% of leading luxury houses changed creative leadership
60% of leading luxury houses have made changes to their creative leadership, with almost one-third bringing in new CEOs over the last 18 months Note: The percentage is based on an analysis of the major luxury companies and their brands operating in the apparel, footwear, accessories and leather good
Slide 28: Brands are redefining their artistic direction to resonate with customers
Brands are redefining their artistic direction to better resonate with customers, and they are renewing leadership models to inspire trust and innovation. Copyright © 2026 Accenture. All rights reserved. 29
Slide 29: Customers value more than what meets the eye
Customers value more than what meets the eye 30 Luxe Eternal: The customer edit
Slide 30: What do customers value in their favorite brands?
What do customers value in their favorite brands? Answers converge on a combination of quality, elegance, emotion and identity 43% say luxury brands “represent exceptional quality and craftsmanship” 38% cite elegance and timeless sophistication 36% say they “make me feel special and unique” 33% poin
Slide 31: Luxury must be earned: customers demand mastery, not marketing
Luxury must be 76% say exceptional expertise and professionalism of the staff earned: customers influence their engagement with a luxury brand demand mastery, not marketing 73% say meticulous attention to every detail influences their engagement with a luxury brand 69% say that a guarantee of origin
Slide 32: Customers value what happens behind the scenes
Customers value what happens behind the scenes that enables a reliable, seamless and truly luxurious experience… Key “behind-the-scenes” factors influencing customers’ engagement levels with luxury brands. 74% 69% 57% 51% 49% Availability of customer Speed and precision in Seamless resale Interactio
Slide 33: Tailored, emotionally resonant interactions
… along with tailored, emotionally resonant interactions 65% consider unique and personalized on- site experiences important or extremely important 63% consider access to bespoke products and experiences important or extremely important 62% expect online shopping to be as personalized and engaging a
Slide 34: Exclusive privileges and a sense of belonging
And ultimately, gaining access to exclusive privileges and feeling a true sense of belonging 61% consider exclusive access to limited editions or private events important or extremely important 61% consider access to exclusive, dedicated hospitality spaces (e.g., in-store) important or extremely imp
Slide 35: Today's luxury listens to the voice of the customer
Today’s luxury listens to the voice of the customer 36 Luxe Eternal: The customer edit
Slide 36: Three imperatives for luxury brands to resonate with customers
Three imperatives for luxury brands to resonate with customers 01 Build a “behind-the-scenes” engine that turns operational excellence into resonance 02 Orchestrate a relational continuum that creates belonging 03 Elevate the relational artisan as a new figure of leadership Copyright © 2026 Accentur
Slide 37: Build a behind-the-scenes engine that turns operational excellence into resonance
01 Build a “behind-the-scenes” What is needed: • Design and production that upholds the engine that turns operational house’s standards of quality, origin and excellence into resonance heritage, and make them verifiable • Planning, logistics and inventory that deliver precision, speed and the right
Slide 38: Reinvent operational excellence from the customer's point of view
01 02 03 Reinvent operational Invest in capabilities Make these capabilities excellence from the (data, platforms, AI, invisible at the front, customer’s point of view, service operations, visible only through not from internal silos. circular journeys) the ease, reliability that directly enhance an
Slide 39: Orchestrate a relational continuum that creates belonging
02 Orchestrate a relational What is needed: • Before and during every visit, they continuum that creates choreograph bespoke experiences— belonging appointments, curated assortments and environments that translate the house’s code into lived moments For under 40 clients especially, luxury • Through
Slide 40: Design journeys as narrative arcs, not isolated touchpoints
01 02 03 Design journeys as Enable sales advisors Measure success not narrative arcs, not and brand custodians only in conversion, but isolated touchpoints— freedom to mobilize in continuity: repeat with clear before, during experiences, services visits, reactivation and after phases. and content in
Slide 41: Elevate the relational artisan as a new figure of leadership
03 Elevate the relational The relational artisans must: • Translate the house’s vision into every artisan as a new figure interaction, turning abstract values into of leadership concrete gestures and decisions • Surface emerging signals—new uses, expectations, tensions and opportunities— As more cu
Slide 42: Training in listening, cultural literacy and the art of conversation
01 02 03 Training in listening, Protected time for Simple, reliable tools cultural literacy and attention, moving instead of complex the art of conversation, away from purely ecosystems—interfaces so relational artisans transactional staffing that provide what they can interpret desires models that
Slide 43: About Accenture and Accenture Research
About Accenture Accenture Research Accenture is a leading global professional services company that Accenture Research creates thought leadership about the most helps the world’s leading businesses, governments and other pressing business issues organizations face. Combining innovative organizations
Slide 44: To learn more, scan the QR code or visit accenture.com/luxe-eternal
To learn more, scan the QR code or visit: www.accenture.com/luxe-eternal 45 Luxe Eternal: The customer edit