(Un)setting the boundaries: the world of luxury and its protagonists

This chapter illustrates the concept of ‘blurred lines’ between markets, sectors, generations of consumers, social demands, business objectives, stakeholders, etc, creating convergences and divergences (C&Ds). C&Ds challenge traditional notions of luxury, emphasizing experiences, arts, technology, sustainability and social responsibility. As the luxury market continues to evolve, it’s likely that more innovative concepts and categories will emerge, shaping the future of the business. The convergence of previously separate concepts creates a new hybrid category, which, in turn, diverges from the existing clusters, leading to the emergence of innovative products, services or experiences. This dynamic interplay between convergence and divergence is what drives creativity, innovation and the evolution of various industries.