FSW Conversations en Été - Suad Fakih: Navigating the luxury market in an age of uncertainty
In this episode, Suad Fakih, a luxury data and insights expert, chats with Bryce and Jessica about what luxury brands are up against in today's uncertain economic landscape.
In this second installment of FSW Conversations en Été, our co-publishers, Jessica Quillin and Bryce Quillin, sit down with Suad Fakih, writer of the popular Substack Suad’s Gems and an expert in the future of luxury at the intersection of capital culture, tech, and consumer behavior. Suad discusses her rich background as a successful founder, commodities trader, and advisor, bringing a fresh perspective to our limited edition summer series.
In this wide-ranging conversation, Suad explores the shifting landscape of the luxury economy, noting that the industry faces not only macroeconomic and geopolitical challenges but also deep structural changes. The erosion of consumer trust, rising prices, and a growing demand for transparency are reshaping brand dynamics in real time. Additionally, resale markets are expanding, and consumer mindsets are constantly evolving. As Suad discusses, while some brands are staying staying true to their core values to safeguard credibility, others are faltering through overextension or lack of innovation.
Suad also explains in depth how post-COVID shifts in luxury consumer behavior reveal a generational divide, with Gen Z favoring offline experiences, community-driven interactions, and brands that reflect their values. Younger consumers demand authenticity and purpose, while ultra-high-net-worth and high-net-worth individuals influence brand strategies across global markets. Suad emphasizes that understanding these current trends, rather than predicting the future, is critical to thriving in the evolving luxury landscape, especially amid the rise of AI, fashion tech, and early-stage innovations in e-commerce and customer journeys.
In this conversation, Suad also explores how generational change also shapes design, marketing, and brand purpose. She highlights how Hermès and Loewe maintain cultural relevance by balancing tradition with modernity, and urges brands to focus on psychographics over demographics. The conversation underscores the need to meet evolving consumer expectations without diluting heritage, serving both younger, trend-focused buyers and older, loyalty-driven clientele. Suad’s insights offer a clear-eyed view of the industry’s challenges and opportunities, inspiring strategic thinking for the future of luxury.
We would love to hear your thoughts on the episode. Email jessica@fashionstrategyweekly.com to share your insights.
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FSW Conversations en Été is a publication of It’s A Working Title LLC, a strategy, research, and content studio for fashion, luxury, and cultural brands.