Luxe Consumer IQ

Brands have more consumer data than ever. So why are so many still “data rich, but insights poor”?
In this episode of the Luxe Consumer IQ podcast, host Emilia Simonin sits down with Tom De Ruyck, Partner at Human8, Vice President at ESOMAR and professor at IÉSEG, whose work spans global brands including L’Oréal and Nike.
Together, they explore what separates marketers who collect data from those who can turn consumer insight into strategy, action and brand growth — and why human understanding becomes even more important as AI reshapes marketing.
From the growing “sea of sameness” threatening brand distinctiveness, to fast and slow culture and the emerging potential of digital twins, Tom shares what modern marketers need to understand to stay close to consumers, make better decisions and build brands that remain distinctive, relevant and memorable.

(00:00) Escaping the sea of sameness
(02:21) Data rich but insights poor
(03:49) The absence of consumer empathy
(06:06) Combining AI with human closeness
(12:10) Prompting and limitations of AI
(19:43) Slow culture versus fast culture
(23:38) What separates strategic marketers
(29:35) Scaling consumer understanding with twins

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Luxury is changing - from what consumers value to where growth is coming from, who gets to define luxury and how AI is reshaping discovery. So what should luxury professionals actually be paying attention to?
In this solo episode of Luxe Consumer IQ, host Emilia Simonin unpacks some of the key ideas behind Luxe Renaissance, co-authored by Eric Briones and Anaïs Duquenne, and connects them with wider consumer and market intelligence to examine four major shifts shaping the future of luxury:
Price, perceived value and the return to fair value
Transformative luxury, wellness and longevity
Post-Western luxury and the rise of new centres of cultural authority
AI, agentic commerce and the changing luxury discovery journey

The episode explores what these shifts could mean for luxury brands — from changing sources of competition and consumer spending to new growth opportunities — and how luxury professionals can turn market intelligence into better strategic decisions.
If you work in luxury, premium, marketing, insights or strategy, this is a practical guide to understanding some of the forces reshaping the industry — and what they could mean for your work.

(00:00) Unpacking the big shifts in luxury
(04:15) Re-evaluating value and restoring brand aura
(07:23) Transformative luxury, wellness, and longevity
(13:10) Post-Western luxury and the rise of local powerhouses
(17:39) Commercial AI and agentic commerce
(22:15) The expanding definition of the luxury premium
(22:45) Introducing Luxe Insights Academy

Luxe Insights Academy: www.luxeconsumeriq.com/programmes | www.luxeconsumeriq.com/waitlist
Newsletter: www.luxeconsumeriq.com/newsletter
YouTube: www.youtube.com/luxeconsumeriq
Follow @luxeconsumeriq on social media.

Get the book - Luxe Renaissance:
https://www.dunod.com/entreprise-et-economie/luxe-renaissance-6-voies-pour-transformer-luxe

Episode 23 with Altiant ' What High-Net-Worth Consumers Actually Want from Luxury Brands'
https://open.spotify.com/episode/7kjNpQQzO8fA0ihpWL1Iph?si=ce918a30148142ea
Episode 20: 'How Luxury Brands Drive Revenue Growth Without Destroying Desire'
https://open.spotify.com/episode/5yOmss6jV768sFgqiTV7wb?si=0f0f8253a2744655
Episode 17: 'How to Use AI in Luxury Marketing Without Losing the Brand
https://open.spotify.com/episode/65yuVBC8vkUN37lBX0cosy?si=99b7bafd2f36417f

Studying luxury is one thing. Building a career in it is another.
For international graduates in particular, the path into the industry can feel surprisingly opaque. What do luxury maisons actually look for when you don’t yet have years of experience? How do you stand out among equally qualified candidates? And once you’re inside, what does it take to build credibility and progress?
In this episode of Luxe Consumer IQ, I’m joined by Kaela Imani, who studied luxury management across Spain, France, the US and Australia and is now working in sales and communications at L’Objet in Paris.
We have a candid conversation about the transition from studying luxury to working inside the industry — what helped Kaela break in, what surprised her once she did, and the lessons she wishes she had understood earlier.
If you’re an international student, recent graduate, or in the first few years of your luxury career, this episode will give you a clearer view of how to approach those early career decisions, where to focus your effort, and what it really takes to find your place and build momentum in luxury.
INSIDE THIS EPISODE:
• Breaking into luxury without a long track record
• What can help you stand out early in your career
• Making the transition from luxury education to industry
• What maisons really look for in emerging talent
• Navigating the unspoken codes of luxury
• Building confidence and credibility when you’re starting out
• The capabilities that can accelerate your progression
• Finding the right place to begin your luxury career
• Navigating an international career in luxury
• What working in luxury in Paris is really like
CHAPTER MARKERS:
00:00 Luxury work isn’t glamorous
01:00 Meet Kaela Amani
02:43 Why showing up works
03:42 Instinct vs strategy
05:26 International advantage
06:15 What luxury industry employers value
08:28 Reality vs expectations
09:49 Unspoken codes in luxury
11:18 High expectations culture in luxury
12:05 Public speaking skill gap
16:34 Advice to business school graduates interested in luxury
17:54 Working in Paris
19:12 Day in the life
21:08 Wrap up
LINKS
Join the course waitlist https://www.luxeconsumeriq.com/waitlist
Newsletter: www.luxeconsumeriq.com/newsletter

Luxury isn’t in a simple downturn. It’s moving into a new era, and the old growth model is starting to work against the very things luxury is meant to protect: craft, trust, exclusivity, and meaning.
In this episode, host Emilia Simonin speaks with Éric Briones (CEO of Journal du Luxe, co-founder of the Paris School of Luxury, and co-author of Luxe Renaissance) about why the current luxury “crisis” is systemic, not cyclical. We discuss what happened post-COVID, why price-led value has triggered backlash across both affluent and ultra-rich clients, and why the industry needs to shift from desirability to resonance.
If you work in luxury marketing, brand strategy, consumer insights, client experience, CRM, or luxury retail, this conversation offers a clear framework for understanding what’s changing now, and what luxury may need to protect next.
Inside this episode:
Why this luxury crisis is internal and systemic, not an external shock
Post-COVID “XXL demand”, price inflation, and the value-for-money backlash
Why both affluent and ultra-rich clients can end up feeling excluded
Measuring resonance: aesthetics, store experience, value for money, cultural relevance
Transformative luxury: the shift from having to being (and why longevity matters)
Post-Western luxury: how supply and cultural authority are shifting beyond Europe
AI in luxury: where it should stay invisible, and why it’s explosive in creativity
Sustainability as value: why mastering the value chain becomes part of perceived quality

CHAPTER MARKERS:
00:00 Introduction
01:33 Why luxury’s crisis is systemic
02:36 Post-COVID demand surge
04:42 Affluent clients priced out
05:19 Ubiquity kills exclusivity
07:59 Defining “resonance” in luxury
09:26 The Bottega spirit in luxury
14:47 Longevity and self-optimisation
18:41 Applying transformation to marketing
20:19 Post-Western luxury power shift
25:11 Cultural appropriation vs collaboration
26:15 AI in luxury: where to draw lines
38:09 Sustainability as value for money

LINKS:
Luxe Renaissance – 6 voies pour transformer le luxe (Dunod):
https://www.dunod.com/entreprise-et-economie/luxe-renaissance-6-voies-pour-transformer-luxe
Amazon France listing: https://www.amazon.fr/Luxe-Renaissance-voies-pour-transformer/dp/2100892487

Join the course waitlist https://www.luxeconsumeriq.com/waitlist
Newsletter: www.luxeconsumeriq.com/newsletter
YouTube: https://www.youtube.com/@luxeconsumeriq

High-net-worth consumers are as diverse in what they value, desire and expect from luxury as any other audience. Understanding those differences is where smarter luxury strategy begins.
In this episode of the Luxe Consumer IQ Podcast, host Emilia Simonin is joined by Chris Wisson and Meryam Schneider from Altiant, a specialist luxury consumer research agency focused on affluent and high-net-worth individuals (HNWIs). We explore what HNW consumers value today, how motivations and expectations differ across markets and wealth segments, and what these insights mean for the future of luxury marketing, personalisation, AI and client experience.
If you work in luxury marketing, brand strategy, consumer insights, CRM or client experience, this conversation offers a fascinating perspective on the affluent consumer landscape — from segmentation and trust to the emotional experiences shaping luxury desirability.
Inside this episode:
Why understanding the differences between high-net-worth consumers matters for luxury strategy
How affluent consumer behaviour differs across wealth tiers, cultures and genders
The say-do gap in luxury: what sustainability reveals about stated values and actual behaviour
How luxury brands can build trust and relevance through more meaningful communication
“Quiet AI” in luxury: using AI personalisation to enhance service without losing the human touch
The shift from luxury as a product to luxury as a feeling — and the growing importance of emotional outcomes
How consumer research and affluent insights can inform better strategic decisions

CHAPTER MARKERS:
00:00 Introduction
02:00 How to Reach High-Net-Worth Individuals
03:21 Slow Shifts and the Say-Do Gap
05:29 Segmenting Wealth Audiences
07:58 Regional Differences: China vs US
10:30 Personal Service and Quiet AI
14:55 AI Backlash and Creativity
21:29 Signals Marketers Misread
28:28 Ecosystems and Collaborations
36:34 Staying Close to Consumers
41:04 Market Confidence and Value
LINKS:
ATLIANT: https://altiant.com/
Join the course waitlist https://www.luxeconsumeriq.com/waitlist
Newsletter: www.luxeconsumeriq.com/newsletter
YouTube: https://www.youtube.com/@luxeconsumeriq