From a global pandemic to Black Lives Matter, 2020 has dramatically altered customers' needs and expectations of brands and businesses. Day 1 of the Walpole Festival of Luxury Marketing examines how the mindset and priorities of the luxury consumer has changed, what they now want - and expect - from luxury brands, and how brands can reach these ever discerning, and demanding, customers both now and in the future.

Luxury has traditionally focused on the in-store and in-person experience, so how has 2020’s shift to digital communication impacted on brands’ relationships with consumers? Day 2 of the Festival answered this question and more, with a focus on the new ‘language of luxury’: how do we communicate with the luxury consumer now?; plus an exploration of the importance of storytelling and the right tone of voice, and how e-commerce can provide as rich an experience for the luxury customer as the traditional bricks and mortar.

With necessity forcing the world to go rapidly (fully) online during 2020, Day 3 of the Festival set out the new Digital Marketing playbook and the latest innovations in virtual luxury, with lessons from the experts in online retail and marketing; events and experiences; personalisation and clienteling 2.0.