Emotional connection is the top driver of luxury brand desirability in both the US and China— above craftsmanship, heritage and logo recognition, The State of Fashion report published by BoF and McKinsey found.
Luxury clients in both are growing sceptical of artificial scarcity: In China, bespoke service is the top driver of exclusivity, while in the US, early access and loyalty rewards outrank waitlists.Emotional connection is the top driver of luxury brand desirability in both the US and China— above craftsmanship, heritage and logo recognition, The State of Fashion report published by BoF and McKinsey found.
Luxury clients in both are growing sceptical of artificial scarcity: In China, bespoke service is the top driver of exclusivity, while in the US, early access and loyalty rewards outrank waitlists.
