Ten years ago luxury might have meant purchasing a gold Rolex, buying a Birkin or warming up with some Loro Piana cashmere. Customers would simply go to the store and buy a product of their choosing. Today however, luxury is being redefined as consumers put greater emphasis on experience, both digital and physical. How would luxury be defined today, how is it changing to put the message across and evoke emotional response? How would the luxury be defined today, is this definition shifting, and what role digital is playing?