As part of the Colbert Committee’s latest research, analyst Bain & Company surveyed 75 French luxury houses to learn more about their relationship with new technologies. What to remember?
2.3 new technology per luxury home.
A gradual but noticeable introduction. Biotechnologies, molecular recycling, 3D printing, artificial intelligence and machine learning for process optimization, artificial intelligence and machine learning for customer engagement, augmented reality and virtual reality, automated optical inspection, scanner, 3D imaging, holography, neural analysis, gloves and haptic displays, radio frequency identification , blockchain, metaverse, NFT: among these 16 areas of innovation, the Comité Colbert member companies participating in the study received some 2.3 on average. Here, there is no leading technology, while “Only RFID (note: radio frequency identification technology), printing and 3D imaging have an adoption rate of over 30%” The report said.
This still fragile rate is largely explained by the difficulty of adapting some of these new technologies to the real needs of the sector, as the report explores. But if the issue of relevance is at the heart of the startup, another explanation also lies on the side of lack of internal skills. A criterion that also explains why group-owned homes use, on average, twice as much technology as independent homes…
Luxury: technological levers that serve three main applications.
However, the topic of technological innovation remains in the spotlight. Indeed, according to the study, the houses surveyed will try an average of 3.2 additional technologies to integrate into their strategies in the niche, ranging from a few months to the next three years.
Creativity and interest in innovation have always been essential features of the luxury business model. Its ability to integrate new technologies according to its own requirements testifies to the great vitality and agility of our sector. This acceleration will help make luxury a pioneer in technological innovation, as it already is in non-technological innovation.
Among the priority goals associated with these technologies, homes will essentially place hopes on improving amenities.Customer engagement, a key concept at a time when the pandemic has fundamentally changed consumption habits. To do this, many of the luxury brands surveyed in this study intend to rely on immersive tools such as augmented reality or virtual reality. Same story with NFTs: According to the report, an average of 51% of surveyed luxury players are now in the testing phase or plan to launch by 2025, rising to 72% for large group houses.
L’operational efficiency It also asserts itself as an emerging area of inquiry, with strong expectations for specific applications of RFID, blockchain, or even artificial intelligence and its impact on overall supply chain optimization.
And while the awakening of an environmentally responsible conscience is taking over the trend in consumer purchasing intentions, the last major lever appears to be that. sustainable development. If no “New technologies are not yet fully realized as a catalyst for reducing the carbon footprint” According to the research, the application cases will increase dramatically, especially on the issue of biotechnologies or even high-tech solutions, which will make it possible to optimize production flows as precisely as possible to avoid problems of overruns and waste management.