全球奢侈品巨头报告-德勤-英

Global

Powers

of

Luxury

Goods2023Game

changing

steps

in

luxuryGlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryContentsForeword34Top100quick

statistics

FY2022Gamechangingsteps

in

luxuryTop10highlights617314757656771737374GlobalPowers

of

LuxuryGoods

Top100GeographicAnalysisProductSectorAnalysisNewentrantsFastest20Studymethodologyanddata

sourcesContactsAcknowledgmentsEndnotes2GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryForewordWelcometothe

tenthedition

of

Global

Powersof

Luxury

Goods.During

FY2022

the

Top

100

luxury

goods

companies

generated

composite

sales

of

US$347

billion,

up

from

the

US$305

billionregistered

in

FY2021.

This

sharp

increase

in

luxury

goods

sales

signals

the

good

state

of

the

luxury

industry

after

the

COVID-19pandemic

years.Luxury

goods

companies

continue

their

process

of

moving

toward

an

environmentally

responsible,

circular

economy

businessmodel,

pushed

by

customer

demand

and

increasing

regulations.

In

this

phase

of

change,

technology

can

help

accelerate

thegreen

transition

while

improving

the

relationship

between

companies

and

their

customers.

Several

recent

developmentsin

digital

technology,

including

artificial

intelligence

(AI),

machine

learning,

and

the

Internet

of

Things

(IoT),

may

change

theluxury

market

forever.The

report

presents

the

Top

100largest

luxury

goods

companies

globally,

based

on

their

consolidated

luxury

goods

sales

in

FY2022,which

we

define

as

financial

years

ending

within

the

12

months

from

1

January

to31December

2022.In

FY2022,

personal

luxury

goods

sales

for

the

Top

10

luxury

companies

increased

by

22.8%.

However,

the

share

of

their

sales

in

thecombined

luxury

goods

sales

of

the

Top

100companies

showed

little

change—it

decreased

by

only

0.2

percentage

points

to56.0%.Companies

registered

double-digit

sales

growth

in

all

product

sectors,

in

particular

fashion

sector

returned

togrowth

with

thestrongest

recovery

in

FY2022.Luxury

goods

sales

of

the

Top

100companies

across

all

countries

considered

in

this

report

increased

by

double

digits

in

FY2022.France

confirms

its

leadership

in

luxury

with

seven

companies

that

accounted

for

nearly

one-third

of

the

Top

100

luxury

goods

sales.Wehope

you

find

this

report

interesting

and

useful,

and

welcome

your

feedback.GiovanniFaccioliFashion

&

Luxury

industry

global

coleadDeloitte

ItalyKarla

MartinFashion

&

Luxury

industry

global

coleadDeloitte

USIda

PalombellaFashion

and

Luxury

industryglobal

coleadDeloitte

Italy3GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryTop100quickstatistics

FY2022US$347billionAggregate

luxury

goods

salesUS$3.5billionAverage

size

of

Top

100

companies(luxury

goods

sales)US$284millionMinimum

luxury

goods

salesrequired

to

be

in

the

Top

100

list8.4%FY2019-FY2022

compound

annualgrowth

rate

in

Top

100

companies’luxury

goods

salesThe

world’s

Top

100

luxury

goods

companiesgeneratedpersonal

luxury

goods

revenueshigher

thanthe

previous

yearas

consumer

demand

recovered,

especially

in

the

beauty

sectorInFY2022

the

world’s

To

p

100luxury

goodscompanies

are

biggerand

more

profitable

than

ever.13.4%Composite

net

profit

marginTop

10shareof

Top

100

luxury

goods

salesLuxury

goods

salesin

the

Top

10

are

up23%LVMHconsolidatesitspositionasleadercontributing31%of

the

Top

10

salesin

FY202244%56%TopOther9010TheTop

10

companies

contributed

nearly63%of

the

year-on-year

growth

in

salesvalue

and

76,4%of

the

combined

netprofit

of

the

Top

100

luxury

goods

companies.Richemont

regainsthird

place;

PVH

Corpreturns

to

the

Top

104GlobalPowersofLuxuryGoods2023|

Gamechangingstepsinluxury5GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryGame

changing

steps

in

luxuryLuxury

goods

companies

play

an

important

role

in

movingthe

broader

fashion

industry

toward

an

environmentallyresponsible,

circular

economy.

Technology

can

help

acceleratethe

green

transition

and

improve

the

relationship

betweencompanies

and

their

customers.

Several

recent

developmentsin

digital

technology,

including

artificial

intelligence

(AI),

machinelearning,

and

the

Internet

of

Things

(IoT),

may

change

theluxury

market

forever.In

the

business

world,

AI

and

generative

AI

(GenAI)

arebecoming

increasingly

important

and

exciting

tools

forenhancing

customer

service,

simplifying

repetitive

tasks,

andimproving

productivity.Even

though

AI

has

been

around

since

the

1950s,

the

popularityof

this

technology

has

risen

since

the

emergence

of

GenAI.Global

revenue

from

GenAI

technology

is

expected

toreachUS$36

billion

by

2028,

a

compound

annual

growth

rate

(CAGR)TheLuxuryindustryembracesArtificial

Intelligence(AI)of

58%

from

2023

to2028.1GenAI

can

create

new

ideas

and

content,

includingconversations,

stories,

images,

videos

and

music

that

appeartobe

generated

by

humans.

Content

ranges

from

businessinsights

tocreativity

and

productivity.

GenAI

relies

on

machinelearning

models

(algorithms

trained

on

large

amounts

of

data)as

does

any

other

form

of

AI.The

Luxury

industry

is

synonymous

with

exclusivity,craftsmanship,

and

innovation.

It

has

thrived

for

decadesby

catering

to

a

discerning

clientele

seeking

distinctiveand

personalized

experiences.

However,

it

has

beenaffected

by

technological

advancements

and

innovation.With

the

omnichannel

revolution,

digital

IDs,

and

themetaverse

incursion,

Luxury

has

been

among

the

industriesexperimenting

most

with

technology

and

digitizationin

recent

years.Figure1.The

six

modalities

of

GenerativeAITextWritten

languageoutputsCodeAudioImageTextual

or

visualpromptsVideo3D/SpecializedFrom

text

or

twodimensionalinputs

(e.g.,images),

modelscanComputer

code

in

a

Much

like

textualvariety

ofprogramminglanguages

with

the

natural,Similar

toimagery,Generative

AImodelsoutputs,presented

in

anaccessibletone

and

quality,withdetails

andcomplexityaligned

with

theuser’saudio

outputted

in

lead

the

model

tocreatecan

take

usercapacity

toconversational,images

with

varying

promptsautonomouslysummarize,document,and

annotate

thecode

forand

even

colloquial

degrees

of

realism,

and

output

videos,

extrapolate

andstyles

with

thecapacitytorapidly

shiftamongvariability,

and“creativity.”withscenes,

people,andobjects

that

areentirelygeneratedata

representing3Dobjects.needs.human

developers.

languages,

tone,anddegrees

ofcomplexity.fictitious

andcreated

bythe

model.ExamplesSummarizingdocuments,writing

customer-facingmaterials,

andexplainingcomplex

topics

innaturallanguage.Generating

codefromGenerative

AI-poweredcall

centers

andtroubleshootingsupportfor

technicians

inthe

field.Simulating

how

aproductmight

look

in

acustomer’shomeAutonomouslygeneratingmarketing

videos

to

in

anshowcase

a

newproductCreatingvirtual

renderingsnatural

languagedescriptions

andautonomouslymaintainingcode

acrossdifferentomniverseenvironmentand

AI-assistedprototypingand

design

in

apurelyplatforms.virtual

space.Source:TheGenerativeAIDossier,DeloitteAIInstitute62GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryEven

the

timeless

world

of

luxury

has

not

been

immune

toGenAI’s

transformative

influence.

GenAI

and

luxury

mayhave

once

seemed

like

an

odd

pairing

but

is

now

proving

tobe

a

successful

alliance.

Professionals

in

the

Luxury

sectorcould

benefit

from

GenAI

by

creating

better

selling

methodsand

personalized

designs.

Additionally,

it

could

help

reducemarketing

costs

and

create

more

targeted

and

personalizedcommunications.

Supply

chains

and

logistic

processes

may

alsobe

reshaped,

as

may

store

operations

and

support

functions.Authenticity

verificationIn

the

Luxury

industry,

counterfeit

goods

have

long

causedfinancial

losses

and

damaged

brand

reputations.

In

thefight

against

counterfeiting,

technologies

such

as

computervision

and

machine

learning

can

be

crucial.

With

training,

AIalgorithms

can

scrutinize

product

images

and

detect

eventhe

most

sophisticated

counterfeits,

helping

toprotect

bothconsumers

and

brands.Blockchain

technology

is

also

revolutionizing

authenticityverification,

especially

when

combined

with

AI.

Luxuryconsumers

can

now

trace

the

origins

and

authenticities

oftheir

purchases

through

immutable

records

stored

on

theblockchain.Enhanced

personalization

andcustomer

profilingUnderstanding

customers

is

important

in

an

industry

thatthrives

on

exclusivity.

Brands

are

better

able

togain

a

deeperunderstanding

of

customer

behavior

with

GenAI,

thereby

takingcustomer

experience

tothe

next

level.

Luxury

companies

cananalyze

customer

data

from

a

wide

variety

of

touchpointsusing

machine

learning

algorithms

to

gain

insights

aboutindividual

preferences.

Through

such

detailed

information,companies

can

create

detailed

profiles

of

customers’

buyinghabits

and

gain

a

deeper

understanding

of

their

lifestyles,aspirations,

and

experiences—thereby

enhancing

customers’satisfaction

and

loyalty

by

creating

hyperpersonalizedcustomer

journeys,

marketing

and

communication

campaigns,product

recommendations,

and

customer

interactions.

Luxurycompanies

are

increasingly

using

GenAI-powered

chatbotsand

virtual

shopping

assistants

toprovide

personalizedproduct

recommendations,

styling

advice,

and

real-timecustomer

support

tomake

the

shopping

experience

moredistinctive

and

enjoyable.Product

innovationanddesign

creationusing

GenAIThe

use

of

AI

is

not

limited

toanalytical

tasks,

it

has

also

madesignificant

progress

in

the

creative

realm.

A

brand’s

archiveof

images

and

designs,

customer

preferences

data,

and

newmarket

trends

can

be

analyzed

and

combined

totrain

GenAI,generating

a

range

of

design

options

for

designers

toexplore.Hence,

GenAI

in

fashion

provides

designers

with

the

ability

toexplore

new

directions

that

were

unimagined

before,

whilereducing

time

tomarket

at

the

same

time.

Jewelry

designers,for

instance,

can

more

easily

design

intricate

patterns,elaborate

motifs,

and

innovative

structures

with

the

helpof

technological

tools.GenAI

can

be

used

tocreate

innovative

brand-new

products

ortoupdate

traditional

designs

with

fresh

elements

that

reflectcurrent

trends.

As

a

result,

brands

can

pay

homage

totheir

ownheritages

while

meeting

the

demands

of

their

new

customers.Supply

chainandlogistics:

demandforecasting,predictive

pricingandinventory

managementAI

also

enables

luxury

brands

todevelop

pricing

and

inventorymanagement

strategies.

By

analyzing

historical

sales

data,market

trends,

and

demand

forecasts,

AI

algorithms

cansuggest

optimal

pricing

strategies

and

help

make

sure

thatproducts

are

readily

available

when

and

where

customers

wantthem.

As

a

result,

customer

preferences

and

market

dynamicsare

responded

tomore

rapidly.Moreover,

AI

can

assist

companies

with

meeting

sustainabilitystandards

by

helping

identify

sustainable

and

ethically

sourcedmaterials.

The

preferences

of

customers

can

be

consideredwhen

designing

a

product,

which

allows

designers

tocreateone-of-a-kind,

custom-made

items.

They

can

also

assess

anew

product’s

potential

success

before

launching

it,

potentiallyreducing

costly

mistakes.AI-driven

supply

chain

optimization

helps

ensure

that

luxuryproducts

reach

the

market

in

a

timely

and

cost-efficientmanner.Through

predictive

modeling,

algorithms

can

assessthe

most

efficient

shipping

routes,

monitor

inventory

levels,

andeven

predict

potential

supply

chain

disruptions,

helping

enablecompanies

toproactively

address

potential

issues

beforethey

escalate.

The

result

is

a

reduction

in

overproductionand

waste,

as

well

as

minimizing

luxury

goods

companies’environmental

impacts.7GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryGenAIandluxurycompanies:a

flourishing

collaborationRichemont,

the

Swiss

luxury

conglomerate

specializingin

jewelry,

watches,

fashion,

and

accessories,

has

recentlycollaborated

with

Google

touse

AI

tocollect

and

combineexperiences

through

personalization,

while

complying

withprivacy

and

security

requirements.

The

aim

is

tointegrate

AIsolutions

into

every

part

of

the

value

chain

of

the

LVMHbrands.This

includes

the

product

design

and

development

process,

thesupply

chain,

and

the

interfaces

with

employees,

collaborators,and

customers.

LVMHemployees

will

also

be

provided

withtraining

programs

toreskill

and

upskill.

To

accelerate

theirproficiency

and

innovation

in

these

fields,

the

two

companieswill

launch

a

data

and

AI

academy

in

Paris.customer

insights

tocreate

tailored

marketing

strategies3based

on

relevant

advice

toengage

consumers

at

the

righttime.

Using

Google

Cloud

and

its

AI

and

machine

learningcapabilities,

it

developed

an

integrated

client

platformfor

analyzing

customer

engagement

data

and

providingtailored

product

recommendations.As

one

of

the

pioneers

of

technology

adoption,

Burberry

usesIntroducing

GenAI

solutions

is

helpingEstée

LauderAI

toidentify

counterfeit

products.4With

Entrupy’s

AI-poweredCompaniesenhance

the

online

customer’s

experience

of

itsimage-recognition

technology,

the

genuineness

of

a

productcan

be

assessed

with

confidence.

Moreover,

Burberry

usesAI-enabled

analytics

toimprove

the

shopping

experience

andunderstand

customers

better.luxury

brands.

The

collaboration

with

Google

Cloud

involves9introducing

AI-powered

solutions

tobetter

understandconsumer

sentiments,

inform

Research

and

Developmentefforts,

and

translate

the

exclusivity

of

prestige

beauty

brandsinto

best-in-class,

high-touch

digital

experiences.

A

consumersentiment

map

can

assist

in

proactively

addressing

consumerconcerns,

detecting

external

trends

in

a

timely

manner,andultimately

help

improve

consumer

experiences

across

socialmedia

and

call

center

operations.

GenAI

will

also

be

used

tohelp

reduce

operating

costs

by

streamlining

operations

andsimplifying

business

workflows.

In

an

effort

tohelp

visuallyimpaired

people

use

cosmetics,

Estée

Lauder

Companiesrecently

launched

a

voice-enabled

makeup

assistant

basedon

AI

and

AR.The

industry-leading

chat

platform

GameOn

Technologyand

Valentinoannounced

a

partnership

toincorporate

AI-powered

chat

into

the

Spring/Summer

2023

global

activationof

“Unboxing

Valentino”,

a

digital

experience

that

showcasesthe

work

of

renowned

stylists

and

artists

in

eight

cities–NewYork,

London,

Paris,

Milan,

Dubai,

Shanghai,

Seoul,

and

Tokyo.Through

the

use

of

GenAI

technology,

the

chat

platform

createsconversation

experiences

and

dynamic

social

interactions.

Thepartnership

marks

Valentino’s

adoption

of

chat

and

GenAI,

andGameOn’s

entrance

into

the

luxury

market.5Moncler

Genius10

launched

its

first

GenAI-created

commercialcampaign

in

collaboration

with

Maison

Meta

and

CreativeAgency

WeSayHi

during

London

Fashion

Week

in

February2023.

It

was

Moncler’s

first

campaign

tobe

created

entirelywith

AI,

featuring

collaborations

with

various

fashion

designersand

brands,

including

Adidas

Originals,

Pharrell,

PalmAngels,

and

others.To

engage

with

Generation

Z,

Tiffanyand

Cartier6collaborated

with

Snap

tolet

people

try

on

their

productsvirtually

through

AR

technology.

Using

ray

tracing

technology(common

in

video

games),

Tiffany

translates

the

sparkle

ofmetals

and

diamonds

into

AR

objects

that

mimic

the

movementof

light.

Using

an

AR

filter,Cartier

created

“the

Cartier

Tankwatch

experience”

that

transports

the

user’s

mind

toPontAlexandre

III.

The

customer

can

view

four

editions

of

the

watchfrom

over

106years,

as

well

as

observe

images

of

pedestrianson

the

bridge

togain

a

sense

of

the

four

different

eras.Ralph

Lauren

is

testing

AI

across

a

number

of

businessfunctions,11

including

inventory

optimization,

forecasting,

andconsumer

engagement.

GenAI

will

be

tested

for

copy

editing,graphics

and

computer

programming.

This

experiment

followsother

pilots

launched

by

the

company,

including

its

firstnonfungible

tokens

(NFTs)

in

collaboration

with

Poolsuite

andits

Web3

platform.The

Gemological

Institute

of

America

(GIA),

whichexamines

millions

of

diamonds

every

year,teamed

up

withIBM

tocreate

a

cloud-based

AI

approach

tograding

diamonds.GIA

provided

images

and

data

from

diamonds

analyzed

by

itsexperts

over

the

years,

while

IBM

provided

AI

capabilities

andThe

launch

campaign

for

Maison

Valentino

Essentials,12Valentino’smen’s

collection,

was

created

using

GenAI.This

was

an

edgy

collection

that

offered

a

new

perspectiveon

traditional

men’s

clothing.

This

new

and

contemporaryapproach

was

reflected

in

the

advertising

campaign.

GenAIhelped

develop

a

dynamic,

engaging

campaign

aligned

with

thecollection’s

core

message.computing

power.7LVMHjoined

with

Google

to

develop

cloud-based

AI

solutions.Together,the

two

companies

will

create

new,

personalizedcustomer

experiences

to

support

LVMH’s

long-term

growthgoals.

Under

their

agreement,

Google

will

provide

new

AI

and8machine

learning

technologies

to

enhance

demand

forecastingand

inventory

optimization,

as

well

as

elevating

customer8GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryArtificial

Intelligence

Fashion

WeekThe

first

Artificial

Intelligence

Fashion

Week,

organized

byMaison

Meta

and

backed

by

Revolve,

took

place

at

SpringStudios

in

New

Yorkin

April

2023.13

In

spite

of

its

name,

AIFashion

Week

is

a

competition

aimed

at

finding

and

launchingnew

designers,

just

like

the

LVMHPrize

and

other

luxurycompanies’

competitions.

More

than

350

contestants

designed“runway”

images

with

GenAI

and

displayed

them

on

24

screens.Many

of

them

looked

like

standard

catwalk

images,

while

otherswere

pictures

taken

in

exotic

settings.

Interested

membersof

the

audience

could

either

walk

around

the

room

tosee

themodels

and

designs

or

visit

the

AI

Fashion

Week

website

andvote

for

their

favorite

collections.After

the

top

10

collections

had

been

voted

by

people,

a

panelof

industry

leaders

judged

them

(including

Tiffany

Godoy,

headof

editorial

content

at

Vogue

Japan,

and

Erika

Wykes-Sneyd,studio

manager

at

Adidas).

Three

winners

were

chosen

andRevolve

produced

and

sold

their

work

in

the

real

world.Maison

Meta

is

a

creative

studio

based

in

New

Yorkthat

uses

AItomake

creative

projects,

mostly

for

luxury

brands.

Their

workis

done

with

GenAI,

and

some

of

their

collaborations

were

withMoncler,

Victoria’s

Secret,

Mugler,Pangaia,

and

Pandora.Challenges

posed

byAI

tothe

Luxury

industryThe

use

of

AI

presents

some

challenges

that

require

thoughtful

consideration

by

its

users.

As

the

Luxury

industry

continues

toevolve

in

the

digital

age,

addressing

these

challenges

will

be

crucial

toits

continued

success

and

relevance.Table

1.The

challenges

of

AI

for

LuxuryIn

order

todeliver

highly

personalized

experiences,

brands

have

tocollect

huge

amounts

ofData

privacyandsecuritycustomer

data.

Data

breaches

or

mishandling

sensitive

customer

information

can

have

legal

andreputational

consequences.

To

safeguard

customers’

trust,

luxury

brands

must

implement

robustdata

protection

and

security

measures

and

strictly

comply

with

data

privacy

regulations.Strikingtherightbalancebetween

theCraftsmanship

and

human

expertise

have

long

been

at

the

core

of

the

luxury

industry.

The

use

ofAI

in

luxury

operations

has

the

potential

toautomate

many

aspects,

but

this

may

lead

tothe

lossof

the

human

touch

that

has

historically

characterized

the

industry.

Luxury

brands

need

tostrikehumanelement

the

right

balance

between

AI-driven

efficiency

and

irreplaceable

human

creativity.andGenAIAlgorithms

trained

on

AI

data

can

only

be

as

bias-free

as

the

data

on

which

they

are

trained.

In

anindustry

that

values

diversity,

inclusion,

and

cultural

sensitivity,

AI’s

potential

toperpetuate

bias

isan

issue

of

great

concern.

Efforts

must

be

made

toensure

that

AI-driven

decisions

align

with

thevalues

of

luxury

brands

and

their

commitment

toethical

business

practices.EthicalconsiderationsandbiasAdaptingtotechnologicalchangeA

potential

barrier

tothe

use

of

AI

is

the

cost

of

the

rapidly-evolving

technology.

In

order

tofully

utilize

AI’s

potential,

luxury

companies

must

invest

in

ongoing

education

and

trainingfor

their

staff.Source:DeloitteToucheTohmatsuLimited.GlobalPowersofLuxuryGoods2023.9GlobalPowersofLuxuryGoods2023|

GamechangingstepsinluxuryHowcan

AI

helpluxury

companiesbe

moresustainable?There

is

a

growing

connection

between

technology

and

sustainability

in

the

Luxury

industry.

AI

has

the

potential

toaccelerate

theadoption

of

sustainability-oriented

practices

in

the

Luxury

industry

by

enabling

more

efficient

and

responsible

practices.Table

2.

AI

canenhancesustainability

inLuxuryUsing

AI-driven

algorithms,

supply

chain

data

can

be

analyzed

toidentify

inefficiencies

and

areas

forimprovement.

This

includes

optimizing

transportation

routes

to

reduce

emissions,

monitoring

energyusage

in

manufacturing

processes,

and

identifying

eco-friendly

sourcing

options

for

materials.Supply

chainoptimizationAI-powered

analytics

can

help

companies

predict

demand

accurately,

reducing

overproductionand

excess

inventory,

reducing

waste

and

resource

consumption.

In

addition,

AI

can

assist

withminimizing

waste

and

optimizing

patterns

and

material

usage

in

the

design

of

products.WastereductionThrough

the

analysis

of

market

trends,

consumer

preferences,

and

sustainability

criteria,

AI

canenhance

sustainable

design

by

offering

insights

into

how

todesign

products

that

are

environmentallyfriendly.

By

using

machine

learning

algorithms,

companies

can

compare

the

environmental

impactsof

different

materials

and

choose

options

that

are

more

aligned

with

their

sustainability

goals.

ThisSustainabledesign

andmaterialselectioncan

include

selecting

ethically

sourced,

biodegradable,

or

recycled

materials.A

luxury

product’s

entire

life

cycle

can

be

tracked

using

AI,

including

how

it

is

used

and

maintained,as

well

as

its

potential

for

recyc