With a combination of premium craftsmanship and exclusive positioning, luxury brands face unique challenges in the retail space. As consumers increasingly embrace responsible consumption and seek authenticity and innovation, the impact of digital journeys and omnichannel engagement — beyond e-commerce — has become more critical than ever for luxury brands.

Alexandre Bommelaer, managing director at AREA 17 in Paris, a branding and design agency, talks about the challenges in luxury retail and the forces driving transformative change, based on his work with brands including Celine, Balenciaga, Van Cleef & Arpels, Fondation Louis Vuitton and more.