Luxury Consumers are evolving. Are you keeping up?

Welcome to Untraditional.

When you imagine a luxury consumer of 2025, they shouldn’t look like one you knew in 2010. Millennials and Digital Natives will dominate the luxury market by as much as 70% and will determine the path that successful brands must forge. This means that you need to transform your brand to engage in a much more relevant way.

Meet the Millenials. 

The future of luxury brands will embody social cultural change, driven by purpose and responsibility. Your new market is more socially, environmentally and emotionally aware than the luxury consumers who came before them. They proactively make purchase-decisions based on purpose and responsibility, and expect access, ease, and convenience at every turn.

Lead. Inspire. Generate greater profit.

Attracting these new consumers starts from the inside-out. Successfully transforming your brand starts with conceiving a shared, purpose-driven vision. This vision is then actively embedded into your company’s culture through innovative leadership and a value-based community, which aligns your employees with your goals, dreams and aspirations. It’s not an easy process, but it’s certainly worth it.

Here to make it easier.

We are here to offer perspective, help you conceptualise new ideas and implement strategies that add a major impetus to your growth and result in a more profitable future for your business and its stakeholders. We can set up a one-on-one conversation to explain the full process, but very simply, it would look like this:

1. Creation: Conceptualise a differentiated, purpose-driven future brand vision.

In a co-creation process, we identify your success patterns from past to present, define your unique, purpose-driven future brand vision, as well as the tools to thrive in the future. To reach, connect and convert your target audience, we position your brand for the consumer who desires innovation, creativity, authenticity and inspiration and develop an innovative offering and impactful brand storytelling and communication.

2. Empowerment: Align leaders and employees with the brand vision.

To align leaders and employees with your vision so they can execute it successfully, our in-house academy helps people unfold their potential, create a value-based community, and a positive workplace culture. Long-term implementation is guaranteed through dialogue, mentoring and coaching as well as access to an international network of gatekeepers, luxury consumers and industry experts.

3. Implementation: Connect to talent, gatekeepers, and customers.

Firstly, the MCW Network gives you access to business and travel gatekeepers who open doors to engage and convert your future luxury consumers. Secondly, we connect you with the best-of-the-best experts with the right cultural fit, and within your budget, to deliver projects, co-create with your team, and mentor them through the growth process. Get access to brand storytellers and graphic designers, data scientists and CRM & loyalty experts, architects, VIP clienteling, digital, social, e-commerce and web teams, and so much more.

I would love to connect to discover where you are in your business journey and discuss how we can help you take the next step towards a more meaningful tomorrow.