Atkinson agreed: \u201cThe brands [we see] that are doing well are those leaning into it but also staying true to like all the other stuff that they do great, which obviously is the brand, the connection with the customers, but then weaving AI into the customer touchpoints to give a better experience.\u201d<\/p>\n
But even e-commerce-shy players can cause a stir, as seen at Paris Fashion Week in March, where Matthieu Blazy\u2019s first Chanel collection drop sparked a frenzy<\/a> in the fashion capital. Aiken, who was in the city for fashion week, said: \u201cI think that brings around a question of what a playbook looks like to drive relevancy and hype now. It\u2019s a really intentional distribution strategy, right? Like, if you look at the rollout of that Chanel drop, it went from city to city over time, and it was, you know, obviously, they\u2019re only a store-based environment. It\u2019s creating a lot of immediacy through various communication channels and then exceptional storytelling that backs all of that up.\u201d<\/p>\n \u201cWhile DTC has come a long way, it\u2019s still not quite the same as going into the store and having that conversation with people or feeling part of the community of people within the line that you\u2019re waiting for,\u201d Atkinson added.<\/p>\n The first chapter of How to Sell Now, Direct-to-Consumer<\/a>, was published on May 13, and the full report will be published on May 27.<\/p>\n As growth in China has normalized, Southeast Asia, India, the UAE and Saudi Arabia, Africa, Brazil and Mexico, luxury\u2019s \u201cSix Pack\u201d dubbed by Kering\u2019s Luca de Meo, are emerging with white space to tap. Panelists from Saudi Arabia, Brazil and Africa certainly seemed to think so.<\/p>\nPanel: Luxury\u2019s Next Growth Markets<\/strong><\/h2>\n
![\"Image](\"https:\/\/assets.vogue.com\/photos\/6a0b5c705b39dbe1daf35e84\/master\/w_1600%2Cc_limit\/05-21-26-VB-GLOBAL-SUMMIT-WRAP-story-inline-7.jpg\"\/)
<\/picture><\/span><\/div>\n