How to Luxury
All-in-one knowledge platform on luxury
Explore the modules
Consumer Psychology→
Why luxury buyers do what they do, explained in plain language.
02AI Capability→
What AI can and cannot safely do for a luxury brand.
03Industry→
Market data, brand histories, and the state of the sector.
04Strategy→
Original frameworks for building and defending luxury value.
05Book & Resources→
Intelligent Luxury Marketing, tutorials, tools, and updates.
06About→
The vision behind this project.
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Consumer Psychology
The mechanisms behind why people want what they cannot easily have, told through current luxury behavior, not just theory.
Insights
Short reads that turn academic findings into a working understanding of today's luxury consumer. Click through to read the full piece and share it.
AI Capability
Where artificial intelligence genuinely strengthens a luxury brand, where it puts the brand's meaning at risk, and how to tell the difference.
Research & trends
Findings and developments tracked and translated for a luxury marketing audience.
Chapter tutorials
Each chapter's AI Lab from Intelligent Luxury Marketing, expanded into a guided, hands-on tutorial.
AI toolkit for luxury marketers
The most useful AI tools for luxury marketing right now, grouped by what they do. Editorial ratings out of five reflect overall capability and reliability, not a single vendor's own claims. Click any tool for what it does well, how to use it, and whether it fits luxury work. Marks are simple monograms, not vendor logos, so nothing here reproduces a company's trademarked artwork.
In-depth toolkit reviews
Comparative, hands-on assessments of a smaller set of tools: what each one does well, where it falls short, and when to reach for it.
AI toolkit for luxury researchers
The most useful AI tools for academic research and teaching, grouped by task, from literature discovery through instructional design. Editorial ratings out of five reflect overall capability and reliability. Click any tool for what it does well, how to use it, and where it fits a luxury-research or classroom workflow.
Industry
Market data, brand histories, and the current state of the luxury sector, kept current as the market moves.
Market snapshot
Six dashboards covering the size of the industry, its listed companies, its classic products, and where in the world it is growing.
This is a static reference page, not a live data feed. Figures below are dated snapshots from named sources, refreshed periodically by hand. Always confirm the latest number before citing externally. Every table is collapsed by default; click a summary line to open it.
1. Global luxury market
What this chart shows
Is the industry growing or shrinking? This line tracks the size of the whole global luxury market, personal goods plus experiences such as hospitality, fine dining, yachts, private jets, and art. The x-axis is the calendar year; the y-axis is total spend in € trillion. 2020 is omitted because a directly comparable total-market figure for that year was not confirmed against the same category boundary Bain has used since; every other point below is a figure Bain has published.
2. Luxury stock index
Full table: market cap, P/E, revenue growth
What this chart shows
Eight listed houses and groups, compared on one index. The chart's x-axis runs from 12 months ago to today; the y-axis is each stock indexed to 100 at the start of that window. A genuine five-year daily price series could not be reliably sourced from web search in this session, only confirmed 12-month moves for four of the eight, so the chart shows what is actually confirmed rather than an invented longer history. Connecting a live market-data feed would let this become a true multi-year chart.
3. Luxury group revenue index
Full table: group revenue by year
What this chart shows
Full-year group revenue for the three largest listed houses on a common calendar-year basis. X-axis: fiscal year. Y-axis: revenue in € billion. Richemont runs an April-to-March fiscal year, so its figures are shown separately in the table rather than forced onto the same axis. Hermès's 2025 figure, €16.0B and up 9% at constant exchange rates, is from the group's full-year results announced 12 February 2026.
4. Classic SKU price tracker
Price trend by SKU
What this chart shows
Not every SKU, just the handful the whole industry watches, each spanning at least five years. The Cartier Love bracelet is not shown: no dated price history could be confirmed for it this session, so it has been left off rather than filled with a guess. This tracker is designed to grow toward 100–300 classic references over time.
5. Geographic dashboard
Full table: region and country size and growth
What this chart shows
Each slice is that region's estimated share of the roughly €358 billion global Personal Luxury Goods market in 2025. China, the Americas, Europe, and Japan are each broken out directly from Bain's regional figures. The Middle East, Latin America, Southeast Asia, India, and Africa are combined into one slice because Bain reports them together, at a value it says matches Mainland China's. The remainder is markets Bain does not break out individually in the sources reviewed this session, shown as "Other" rather than estimated. The table below gives the same regions with their 2025 growth rate, plus France and Italy broken out as Europe's two largest national markets.
6. Category dashboard
Share of market, 2022
Growth, 2025
Full table: category growth and notes
What this chart shows
Two charts, shown side by side rather than overlaid, because they run on different scales and different years. The left chart shows each category's share of the total Personal Luxury Goods market, using the last year Bain published a full euro breakdown by category, 2022, since a more recent full breakdown was not confirmed in the sources reviewed this session. The right chart shows each category's 2025 growth rate, Bain's latest confirmed figure, colored by direction. Reading them side by side avoids implying a false relationship between a 2022 share and a 2025 growth rate on one shared axis. A category can carry a large historical share while also shrinking this year, which is exactly what leather goods shows below. Eyewear has no confirmed 2022 size, since Bain's 2022 breakdown did not report it as a separate category, so its bar is omitted rather than estimated.
News & trends
Ongoing coverage of what luxury houses are actually doing.
Industry history
Founding moments, group formations, creative-director eras, and technology milestones across the sector. Hover a year to bring it forward.
Brand library
Search any house, maison, or group by name, or browse by letter. Click through for its history and story.
Case studies
Harvard-style teaching cases built for the classroom: a real decision, a real company, real data, and discussion questions that connect straight back to Strategy, Consumer Psychology, and AI Capability. Each case is free to read online; download the PDF handout below any case.
Strategy
Original frameworks for thinking through luxury's hardest strategic questions, each one tested against real brand decisions.
Click any framework to read its full definition, what it includes, how to apply it, and a real case example.
Articles
Applied readings on luxury strategy, drawn from the book.
Book & Resources
The digital home of Intelligent Luxury Marketing.
Coming soon
Please stay tuned.
100 Lux Wiki
100 real questions about luxury marketing, answered in plain language and grounded in research, not hot takes or random blog posts.
About
Wuxia Bao
Rennes School of Business, France
Wuxia Bao is an assistant professor of marketing at Rennes School of Business in France. She obtained her Ph.D. in digital marketing for luxury brands from Ghent University in 2023. She now researches and teaches luxury brand marketing topics and courses, with a specific interest in how emerging digital technologies transform luxury theories, consumer behavior, and marketing strategies. She has published in journals such as the International Journal of Research in Marketing and the International Journal of Advertising, as well as a book chapter in The Palgrave Handbook of Blockchain Technology in Business (Palgrave Macmillan), and is the author of Intelligent Luxury Marketing (Palgrave Macmillan, forthcoming). She also has several ongoing research projects on human-technology value intersections in luxury brands, including how luxury brands should use virtual reality, artificial intelligence, and blockchain.
A New Chapter for Luxury
Today, AI is changing how marketing is done and how it should be done. A 2024 Bain & Company report shows that luxury brands using AI-driven personalization see up to a 20 percent increase in client retention. Generative AI already produces more than a third of the content created by luxury marketing teams, and that share continues to grow each quarter. At the same time, however, surveys consistently show that high-net-worth consumers rank human connection and craftsmanship as their main reasons for choosing a luxury house, well ahead of any digital convenience. Luxury houses are therefore moving toward a future that is not yet fully clear, while remaining cautious about using AI in daily creative work in order to protect their unique values. This tension fascinated me and led me to start How-to-Luxury.
Luxury has never been about efficiency. Its value comes from human effort, built over generations of artisans repeating a single gesture until it becomes instinct, from stories rooted in ateliers and family-owned workshops, and from the subtle social language of taste, recognition, and status that only works when people share real spaces and real time. Heritage, craftsmanship, and social value are not marketing assets that can be generated by an algorithm. They depend on continuity, human intention, and a kind of trust that technology alone cannot build. In a world where AI can generate almost anything, this human foundation does not become less important. It becomes the one thing that cannot be replicated at scale.
This is where the real challenge lies. It is not about choosing between human value and AI value, but about learning where the boundary should be and where the handoff should happen. AI can analyze a client's behavior faster than any CRM system, but only a human advisor can read the silence when a VIP walks into a room. AI can suggest subject lines and product descriptions, but it cannot grasp the cultural instinct of a creative director who has lived within a brand's identity for decades. The task, as I see it, is to give AI everything that is repetitive, data-heavy, and operational, so that human talent has more space to do what only humans can do: build relationships, protect the integrity of storytelling, and create desire that algorithms cannot engineer.
That is why How-to-Luxury exists. I created it to support luxury professionals, especially early-career practitioners and business learners who will shape the next chapter of the industry, as they navigate this balance. The goal is to help you strengthen your skills with each new tool and each shift in the technological landscape, while staying firmly grounded in the human roots of luxury. How-to-Luxury explores the core values that make the sector meaningful, including heritage, savoir-faire, social capital, and the subtle codes of status. It also provides practical and clear guidance on how to work with AI without losing control to it. In a time that pushes everyone to move faster, I want this to be a place that helps you move with both speed and clarity.
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