CEO Letter

The Walpole Luxury Trends Report

Ahead of the launch of the first Walpole Luxury Trends Report on Monday, Walpole CEO Helen Brocklebank shares what readers can expect to discover: from fashion and fragrance to wellness and wine.
14th Jan 2022
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CEO Letter The Walpole Luxury Trends Report

After a long period of reflection, now’s the time for projection, for looking ahead with optimism and confidence. Coming off the back of so much uncertainty, everything can feel like a leap of faith, but Walpole is here to help.

At the Summit last September, we armed you with a wealth of data, insights and intelligence – a strong starting point for building the future – but what’s on the immediate horizon? What’s next? How does one blend the findings of quantitative data with the kind of subjective, instinctive, observational lens that gives luxury its magical competitive edge?

The short answer, you can’t do it in a vacuum. You need credible, trusted resources to help you anticipate and navigate the trends you need to understand now – and next – not least because luxury is undergoing a discreet revolution. And that’s where Walpole’s new luxury Trends Report comes in.

The Report, with contributions from some of the luxury world’s most respected journalists and commentators, crystallises the context of the seismic change we’ve seen over the last 20 months and looks at how a macro change has fundamentally affected the micro decisions that drive our personal and business priorities. To create the report, we’ve looked over the shoulders and into the files of expert journalists and editors working across the luxury sector, from fashion and fragrance to wellness and wine. With their innate curiosity, peerless research skills and tenacious talent for the stories that count, this report’s cohort of contributors brings years of finely honed sector expertise and journalistic rigour to their reports.

British luxury is our obsession, but when looking at the trends driving the behaviour of customers, it’s one part of a bigger luxury picture – our contributors reveal the trends reshaping the luxury landscape through a global lens. What’s more, the report touches all layers of the luxury spectrum, from super high-end bespoke to accessible, democratised brands.

The Report will be available to Walpole members to download from the Walpole website from Tuesday 18th January, so you can read the thoughts of contributors like Farrah Storr, Lee Knyaston, Michelle Ogundehin and Alice Lascelles, writing about the crucial things to watch in their respective fields of expertise. But those of you who are signed up to the launch breakfast on Monday (and there are a few places left – click here to RSVP) will not only get a sneak preview and a hard copy of the Report to take home, you’ll also hear our panel explore some of the common themes – those things that we can see having an influence on all sectors within the business of luxury.

Chaired by Charlotte Keesing, with panellists Nick Scott, Editor in Chief of the UK Robb Report and a contributor to the Walpole Trends Report; advertising and investment guru Robert Senior; and Walpole CEO Helen Brocklebank who commissioned the report, we’ll discuss the New Hedonism, the rise of Simplicity, and the growing interest around the Metaverse. And of course, there will be time to discuss the findings of the report with your fellow Walpole members as well as what you’re observing in the world of luxury over a delicious breakfast.

The inaugural Walpole Trends breakfast, supported by Walpole partner, Redrice Ventures,  will be hosted at Auriens, a trend-setter in its own right, in the heart of Chelsea (nearest tube, South Kensington).  Auriens is a completely new concept – it’s like Babington House for later living which astutely and elegantly answers the needs of the super-affluent baby boomer generation. We don’t touch on this trend in the report, but we expect to see much more focus on this super-group of luxury consumers over the coming months.

I know you’ll find something new, something useful and something inspiring to take you into 2022.

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