It’s back-to-school season, and VitaBella is presenting its new Exclusif Insight Session 2025/2026 (Duration: 4 hours) on the theme: “Being part of the Cultural Conversation: Reflections on Marketing strategies and Product strategies.” Why this theme? After taking the pulse of the luxury market during a world tour in July and August 2025, this new theme seemed obvious to me. My conferences and meetings with players in the world of cosmetics and perfumes, hospitality and, of course, wine, convinced me to bring this essential insight to Chateaux, Estates, and Champagne houses that want not only to follow the luxury market, but to anticipate its future developments. And the lessons of this four-hour session are vast: Luxury is at a turning point, caught in the turmoil of contradictory expectations, but extraordinarily fertile for those who know how to read the signs.
Rome, Istanbul, Dubai, New Delhi, Shanghai, New York… Everywhere, the same refrain is heard when discussing the redefinition of luxury in the coming years. On the one hand, “True Luxury” is called upon to reconnect with its heritage: rarity, authenticity, incomparable emotion. But it must now combine these foundations with absolute modernity, nourished by the cultural specificities of the markets where it is expressed. On the other hand, a “New Generation of Luxury” is now emerging, which in the past was referred to as “High-end”. This capitalizes on classics, offered at more accessible prices, driven by the storytelling that has long shaped the desirability of the sector—but which, since 2023, seems to be seeking a new lease on life.
This strong trend towards a dichotomy between “True Luxury” and a “New Generation of Luxury” has clearly identifiable origins: the evaporation of so-called ‘aspirational’ consumers, those who bought luxury brand products to embody the lifestyle they aspired to, but also the emergence of a genuine ‘Luxury fatigue’. The omnipresence of brands, the overexposure of products, and sometimes disappointment with purchases at prices considered exorbitant have generated tangible weariness. Two dynamics therefore coexist today across the world. On the one hand, there is the rise of new brands that champion an authentic universe and a simple, timeless aesthetic, on a more accessible scale. On the other, there is radical luxury, of absolute rarity, focused on inimitable creations, driven by the unique vision of their creators. While their approaches differ—one actively listens to the market, the other proceeds primarily on the basis of the designer’s intuition—they share a common conviction: humans must remain at the heart of the offering, not artificial intelligence. This is both reassuring and exciting…
At a time when Louis Vuitton is testing the limits of Luxury Beauty with lipsticks priced at $160, I have identified 10 key points that are conducive to redefining marketing strategies and thinking in response to market developments. In this case, point No. 1 is the introduction to this Exclusif Insight Session 2025/2026: The world is hungry for Luxury. It is not tired of it, quite the contrary. Rising global incomes, generational wealth transfers, and an increase in the number of high-net-worth individuals will further expand the pool of potential luxury buyers. Point No. 5 echoes the expectations of Chateaux, Estates, and Champagne houses, which are now facing new challenges: Yes, exclusivity and history still have their place in maintaining brand relevance. But they must be combined with a strong emotional connection with the consumer.
The Exclusif Insight Session 2025/2026 focuses on this fruitful tension, which will determine the future of Luxury and, therefore, that of Fine Wines. Lasting four hours, it is designed to be a privileged space for reflection, reserved for those who wish not only to follow the luxury market, but also to anticipate its trends. To book an Exclusif Insight Session: info@vitabella.fr
Contact Guillaume Jourdan via LinkedIn
