Luxury demand is still rising — but the psychology behind it is changing.

In this episode, Paris-based Simon-Kucher Partner Camille Drumel, Head of the Luxury Centre of Excellence, explains why luxury consumers are polarising, how quiet luxury and logo status can coexist, and what brands must do to stay relevant across markets like China and India.

We explore how luxury consumers are evolving across key markets, and why many maisons may need to recenter around their core audiences as consumer signals shift. Camille explains how China’s luxury psychology is maturing, why India represents a major opportunity with a very different status dynamic, and how brands should think about growth when demand becomes more fragmented across segments.

We also examine the role of data in luxury strategy — including the risk of letting dashboards replace direction, and why CRM personalisation requires restraint if brands want relationships to feel human rather than automated.

Inside this episode:

• Why luxury growth now depends on relevance, not reach

• How consumer polarisation is reshaping luxury signals and segmentation

• What “recentering” looks like for luxury brands seeking sustainable growth

• China’s continued importance — and the shift toward craftsmanship and discernment

• India’s emerging opportunity, and why visible status signals matter more there

• How to use data as evidence without letting it replace strategy

• Why luxury CRM must prioritise precision and restraint over volume

For professionals working across luxury strategy, brand management, marketing, pricing, or market expansion, this conversation offers a clearer framework for navigating the next era of the luxury market with focus, discipline, and consumer-led direction.

CHAPTER MARKERS:

00:00 Consumer Polarisation

01:01 Research Goals

03:02 The Data Behind the Study

04:03 Quiet Luxury Shift

05:44 Brand Targeting Focus

07:12 Global Luxury Shopper Profiles

08:54 China Strategy Today

10:32 Category Winners & Losers

12:08 Value Perception

14:12 Three Strategic Moves

15:55 India Market Playbook

18:31 Building Loyalty in India

20:29 India Market Entry Diagnostics

22:19 Using CRM Insights

24:07 Fixing CRM Overload

25:56 Luxury CRM Fatigue

26:08 Personalisation And Human Touch

27:36 Fixing CRM With Data

28:51 Segmentation for Emerging Brands

31:35 Budget Constraints Playbook

32:58 Signals That Drive Decisions

37:03 When AI Adds Value — and When It Doesn’t

38:40 Growth Markets and Product Focus

42:06 Advice For Data-Driven Careers

45:49 Influencing Internally With Data

47:11 Consumer First Closing

LINKS:

Download Report / Contact Camille Drumel: https://www.simon-kucher.com/en/insights/luxury-study-insights-luxury-industry-trends

www.luxeconsumeriq.com

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