In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Sébastien Santos, Founder & CEO of Luxury Yours Consulting. With a career spanning more than two decades at the helm of world-renowned luxury brands and a reputation as a global business development expert, Santos shares his unique perspectives on the shifting landscape of luxury in 2025. Their discussion delves into market evolution, adapting to diverse cultures, and the art of crafting experiences that define the new luxury era.
Alexander Chetchikov: Sébastien, as an expert in the luxury branding industry, what is your perspective on the current state of the luxury market in 2025, and how are brands adapting their strategies to meet the demands of a more conscious, tech-savvy, and experience-driven global clientele?
Sébastien Santos: The luxury market in 2025 is both fragmented and more demanding. There is no “new China” to sustain the growth brands once relied on, requiring a nuanced, multi-market approach. Clients today expect a deeper sense of value, a quieter form of luxury, and seamless integration of technology without sacrificing human connection. Leading brands are focusing on cultural decoding while maintaining global coherence, using storytelling and experience design to remain relevant and aspirational to a clientele that values discretion and meaning over ostentation.
AC: You’ve helped brands expand globally and supported the refinement of their positioning; what are the key elements to consider when entering culturally diverse markets like Japan or India in the luxury sector?
SS: Entering culturally diverse markets requires humility, deep cultural literacy, and patience. In Japan, the emphasis is on quality, discretion, and mastering local service codes. In India, the diversity within the market demands an understanding of local aspirations and the influence of community on luxury consumption. Brands need to adapt communication and clienteling approaches without compromising their core values. In both cases, success comes from building trust, investing in cultural relevance, and tailoring experiential touchpoints rather than pushing a one-size-fits-all global approach.
AC: As a specialist in HNW and UHNW client engagement, how have client expectations evolved, and what strategies are most effective today for building lasting loyalty?
SS: HNW and UHNW clients have shifted from a transactional view of luxury to seeking experiences that affirm their identity while respecting their privacy. They value direct relationships with brands, transparent values, and meaningful personalization. To build loyalty, brands need to deliver consistently high touchpoints across physical and digital interactions, invest in private and exclusive experiences, and maintain impeccable service. Discretion, authenticity, and the human touch remain irreplaceable in creating a sense of belonging and trust.
AC: Through Luxury Yours Consulting, how do you tailor storytelling and experiential marketing to reflect a brand’s identity while still offering something fresh and exclusive?
SS: At Luxury Yours Consulting, I begin by understanding a brand’s values deeply to ensure consistency in its storytelling, then design experiences that speak to the emotional needs of the clientele while adding fresh perspectives. I look at how a brand can be a companion in clients’ lives beyond product ownership, creating moments that become part of their personal narrative. Whether through bespoke events, collaborations, or sensory experiences, the goal is to craft offerings that feel exclusive while remaining aligned with the brand’s essence.
AC: Looking ahead to 2026, what emerging market trends do you believe will most significantly impact the luxury industry, and how should brands prepare now to stay ahead of the curve?
SS: Sustainability will continue evolving from an expectation to a non-negotiable, with clients scrutinizing transparency across the value chain. We will also see the continued rise of digital artisanship, blending AI and human creativity to enhance personalization and product innovation.
Experiential luxury will become even more important, with clients expecting hospitality-level service across all interactions. To stay ahead, brands should invest in cultural intelligence, technology integration that enhances rather than replaces the human touch, and initiatives that create community and belonging around the brand.
Thank you, Sebastien!
Through this conversation, Sébastien Santos offers more than a glimpse into the state of luxury in 2025; he delivers a masterclass in relevance, resilience, and refinement. His approach to client engagement, cultural nuance, and brand storytelling reflects a deep understanding of what today’s discerning clientele truly values. For brands aiming to stay ahead, his perspective serves as both a strategic guide and a reminder: luxury is no longer just about aspiration, it’s about connection, intention, and meaningful distinction.
Follow Sebastien’s journey on LinkedIn: https://www.linkedin.com/in/sebastiensantos/
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