Luxury brands shift strategy from products to exclusive experiences, Deloitte report finds

Deloitte's Global Powers of Luxury 2026 report, based on 420 senior executives across ten countries, indicates a strategic pivot in the luxury sector: 28.6% of respondents now prioritize customer experience over product ownership. This reflects a broader market trend where high-end brands invest in smaller, personalized events to deepen client relationships amid a more selective and competitive landscape. The shift signals a potential reallocation of marketing and operational budgets, though its direct market impact remains indirect.