![Illustration for the Gemfields x Muse collaboration](https://americanmarketer.com/wp-content/uploads/2016/06/gemfields.muse-collab-illustration-465.png)
Exclusivity, personalization and collaborations are the running themes that will make or break a British luxury brand within the next five years, according to WGSN. A report commissioned by Walpole, titled "How to Attract the Luxury Consumer in 2020," compiled information from trends and experts, revealing that luxury brands should be leveraging tactics that focus on creating individualized, exclusive experiences while also partnering with other companies. Luxury brands that invest in these tactics now should have full-bodied strategy in connecting with the affluent consumer by the year 2020, at which time these pillars will become vital. “In the digital space, with an ever increasing information and understanding of customer behaviour by way of real-time data and insight, brands have more connected potential to collaborate and create exclusive partnerships, content, experiences and products," said George Gill of GGMR. "Although synergistic collaborations are not a new concept, the levels to which such opportunities can be optimized and delivered upon digitally are staggering." Making experiences As the retail industry in general blossoms with digital experiences, many luxury brands may be forgetting the importance of in-store and exclusivity. While digital and mobile initiatives are vital, it will be those who master omnichannel that win out. Luxury brands rely on their loyal customers, but to create loyalty marketers need to delve into personalization and exclusive experiences. Giving the most valued customers early access to a collection or tailoring notifications based on their purchase history can increase the opulence of the entire brand experience.
Illustration of Smython's Madison Avenue boutique
![Michael Kors Store Façade, DLF Emporio India 465](https://americanmarketer.com/wp-content/uploads/2016/06/Michael-Kors-Store-Façade-DLF-Emporio-India-465.jpg)