Can luxury still rely on instinct alone? For decades, the luxury industry has nurtured the myth of the visionary creator, guided by an almost mystical intuition. But in 2025, that is no longer enough. Even the greatest — Karl Lagerfeld among them — knew that instinct means little without knowledge. Books back then, a deep understanding of trends, markets, and competition today. Take Hermès: its success was never a matter of chance. As early as 1923, the house identified the zipper on American military equipment and integrated it into its bags. Why? Because it had analyzed the rise of automobiles and the growing need for practicality among travelers. Were Hermès still focussing on horse saddles, not sure it would be where it is. Today, this ability to anticipate is also magnified by data. At Luxurynsight, we help luxury brands structure this intelligence. Understanding their market & competition, detecting weak signals, identifying emerging trends — data has become a strategic compass. Intuition remains the soul of luxury, but on its own, it is no longer enough. It is by combining instinct with analysis, creativity with data that luxury houses will continue to innovate and thrive. For at least another 150 years.
Good insight as always
Quelle classe Jonathan!
Absolutely — instinct is what gives luxury its unique allure, that emotional spark we feel when something is truly exceptional. But today, in a world that moves faster and is more competitive than ever, data brings the clarity and precision needed to channel that instinct in the right direction. The most iconic maisons have always balanced intuition with intelligence — Hermès being a perfect example. Now, tools like market analysis and trend forecasting simply make that balance more powerful. Creativity isn’t diminished by data; it’s sharpened by it. Luxury can no longer afford to operate in the dark. It’s in this alliance between the visionary and the analytical that the future of the industry lies.
Agreed. Most luxury purchases take time and consideration. Brands that align values and build emotional connections with audiences are the ones that remain relevant.
Jonathan congratulations for your consistency in your belief! I strongly think that great data can accelerate creative and visionary minds of this industry.
Very insightful as always. Love it.
If your brand is still betting on instinct alone, you're already behind. Data-informed creativity leads to timeless relevance, not fleeting hype.
it might be smart to include superlative craftsmanship in this analysis
I totally agree Jonathan! I’ve seen this tension firsthand, the romantic idea of the creative genius vs. the real-world need to know, to analyze, to anticipate. I’ve been in those rooms where vision was high, but data was absent. I watched bold ideas fall flat because the signals were ignored. The best brands aren’t just intuitive, they’re informed.
CEO, CCO, CMO, NED
2moAgreed but data alone won’t do the job. Instinct and gutt (based on lived experience) fuel the kind of vision and creativity that lead to innovation and ultimately success. The beauty of data today, in my view, is that it can back an intuitive bet and allow a business to be all-in, in a more structured and shareholder friendly way.