Luxury brands leads an innovation

LUXURY BRANDS

Luxury is a global industry, and not reliant on a handful of countries. However, companies must not rest on their brands.

Firms are continually evaluating their marketing and distribution strategies to stay ahead of consumer trends, and ensure products remain highly desirable to their target audiences. Arguably, to be successful, luxury brands need a strong heritage, but must also continually innovate to stay ahead of the curve and gain market share. Innovation is key, and those brands which cannot maintain desirability in the digital age will fall behind. Scilla Huang Sun and Andrea Gerst, managers of the JB Luxury Brands fund at Swiss & Global Asset Management, reveal the key opportunities in which lux...