Few sectors are so fascinating as it is it the one of the products and services of high range, an industry that goes further of the names of the big marks and that plans "to flies feather" on all the world-wide crises. The known like sector of the luxury, is a wide universe of traditions and savoir faire that, in the actuality, has to constantly look for the way to evolve in front of the thriving virtual worlds, the volatility of the markets and a society that evolves to vertiginous rhythms to new ways of consumption and relation with the brands.

Define the luxury in few lines is a difficult fed up work and, his reviled name, in the majority of the cases "seen" only from the surface, does not favour especially his understanding. Further of his more Orthodox definition and, considering that for each human being exists a perception of different luxury, could say that luxury is have something of difficult scope. An object or experience that a priori results difficult to attain in the daily life.

"Could say that luxury is have something of difficult scope"

The luxury, to be considered such, would have to impetuously have a strong aspirational component and emotional, provide an hedonist experience; be excellence and cult to the detail. Be impregnated of culture, tradition, history and heritage. Do of the creativity his flag, that the products and services created have a high degree of innovation, vanguard and technology in one of the processes (creative, productive, etc.) at least. It is indispensable that base on the craftsmanship and the know do. It has to be tied to the human factor: in the process creative or during the production, in the relation with the customer, but also in his enjoy.

Obviously, the luxury has to be multisensory: only through the senses is possible to appreciate the true pleasure that provides a product/service of luxury. Definitely, the luxury is strongly rooted to the territory and, linked to the factor time like commented does only some lines. The time is a constant in the sector, by his ways of production and even, enjoy of the same, but also because a product of luxury is enormously durable and inheritable, question that does it say per are sustainable.

Today, the concept of luxury comes influenced by the new generations of buyers and also by the social and political realities that are living, doing that also the way to conceive the luxury have changed.

The luxury has evolved of the show off and ostentation to one much more intimate and emotional: experiential. More than possessing, be.

"More than possessing, be"

Of the crises like the pandemic or the same war of Ukraine in course, the sector has known to find new opportunities, but, especially, has not lost the time: it has reinforced "his weak spots" as, for example, all the concerning his presence in the digital surroundings. According to the global signature of strategic consulting Bain & Company, in the 2021 the sales of the sector in the on-line surroundings, have grown 27%, and is foreseen that they keep growing until 30% go in the 2025. It estimates that, 1 of each 5 products, will be purchased by a pertaining customer to the Generation Z, with all what this comports.

The luxury has happened on tiptoe by the crises of the 2020 and today in 2022 can say that the segments related with the fashion, the jewels, the cars and the food & beverage continue growing of exponential form.

This climate of confidence in the sector, has done even that marks like Chanel or Patek Philippe, to quote some, have increased his prices, safe that the buyers will follow suing his products further of the crisis generalised, the war or the inflation.

At the end, for those that can allow it, the luxury exerts like stable value and sure.

Against all odds, given the 7 months of war between Russia and Ukraine, the great Russian fortunes, for example, affected by the sanctions in his territory, before the war, already had moved so much the domicile like the capitals to Dubai, perhaps with visionary look with regard to what went to become. So, they follow being able to buy products of high range. It is thanks to this also, that the sales in the region of the Half Orient will grow 10%, according to Claudia D'Arpizio, Senior Partner of Bain & Company.

The globalisation is one of the key factors to explain the reason of the imperturbability of the market of the luxury. It is direct consequence of a greater diversification and enlargement of markets and customers.

And, in effect and in spite of everything, the emergent economies have continued to sue products of this segment.

Even so, it foresees that they will be the mature markets as it USES or Europe those that will sustain the growth of the sales of the goods of high range, in a full geopolitical context of uncertainty. Especially interesting for Europe, will be the traced back of the international trips for the tourism and the reopening of the flagship of the greater marks. Also interesting how has comported the local customer, by long forgotten by the marks, have been those to which have loaned a lot of more attention along the pandemic, for "supply" to the fault of customers owed to the stop of the tourism by the pandemic.

Nevertheless, the Chineses will keep on being the first buyers of the luxury with 13%, and in the forecasts for 2022.

Concluding, regarding the market of investment, there is another interesting data and is that, there is an optimism generalised, waiting for the turn of the values to the levels pre-covid, for final of year. According to a study of Deloitte, the Covid has marked a change in the strategies tied to the investments. For 2022 it is unanimous the will to invest in bottoms related with the world of the Fashion & Luxury, with a special attention to the segment Cosmetics & Fragances (53%).

We will continue to report...