Reuters · 22 Sep, 05:09 · Business briefing

The show must go on: struggling luxury brands seek catwalk boost in Milan and Paris

Struggling luxury brands are intensifying their reliance on high-profile fashion weeks in Milan and Paris to revitalise consumer interest and sales.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

Struggling luxury brands are intensifying their reliance on high-profile fashion weeks in Milan and Paris to revitalise consumer interest and sales. As traditional revenue streams face headwinds, industry leaders are turning to the theatrical spectacle of the catwalk as a primary marketing lever. This strategic pivot highlights the enduring power of physical events in maintaining brand relevance amidst broader economic uncertainty. The move underscores a critical industry trend: leveraging heritage and glamour to counteract financial pressures, suggesting that experiential marketing remains central to luxury sector survival strategies.

Employer demand for Strategic Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
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You must recognise that traditional luxury marketing is evolving rapidly. As brands pivot back to high-impact physical events, expertise in experiential branding and crisis communication becomes invaluable. Professionals in marketing should focus on integrating digital storytelling with physical spectacle to maximise reach. If you work in project management, understand the logistical complexities of large-scale fashion events. For those in finance, analyse how short-term event spending correlates with long-term brand equity. Smart professionals will upskill in strategic marketing to navigate this hybrid landscape. You should also monitor consumer sentiment shifts, as authenticity now outweighs pure glamour. Prioritise courses that blend traditional luxury knowledge with modern digital engagement tactics.

For this story, the fields that convert it into pay are Strategic Marketing, AI in Fashion, Crisis Management and Business And Management — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
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