Joerg Rhoden, Senior Consultant, & Anna Weinrich, Senior Strategy Manager, WIN Creating Images
A highly visual presentation with inspiring examples in brand experience, visual languages and packaging design. We broach the issue of how current crises like Covid, economic and political tensions and climate change are affecting the meaning of Luxury. The gap between inherent and perceived luxury is being questioned as brands look for a way to stand out from the crowd, with a shift towards a quieter approach to luxury. Niche luxury brands are finding new and unique ways to appeal to high-end consumers who prefer subtlety and discretion. WIN will highlight insights about the FMCG category and the luxury market that show how a more purpose-driven approach, longevity, narrative and customisation will cause a shift in general brand experience in coming years.
