In 2026, what matters to luxury brands is not what will happen, it’s how they adapt

Competitiveness

In 2026, what matters to luxury brands is not what will happen, it’s how they adapt

December 23, 2025 • by Stéphane J. G. Girod in Competitiveness • 10 min read

The strategies that drove the recent luxury boom are now its constraint. As demand polarizes and competition intensifies, growth must be constructed, not expected....

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