Tmall Luxury Pavilion is an e-commerce storefront and ‘an app within an app’ on Tmall that drives shopper engagement with luxury brands. By operating with invite-only access, it uses exclusivity to highlight its luxe appeal and mimic the atmosphere of brick-and-mortar retail.

TAG Heuer has launched a wellness app, designed to be used with the brand’s line of smartwatches. Although luxury consumption tapping into wellness is nothing new, this release illustrates how high-end brands are becoming more involved in people’s private health and wellness journeys.

Catwalks are known for pomp and posturing, but Balenciaga’s deepfake show undercuts that with the playful use of a usually maligned technology. For the luxury fan wanting brands to be more accessible, deepfake fashion can be used to show that brands don’t take themselves too seriously.

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?