Accenture’s latest research highlights a major change in luxury retail. Heritage and craftsmanship alone no longer secure success. Consumers now demand sustainability, personalization and seamless shopping across digital and physical stores — what Accenture calls “social rewilding.”

What makes a brand desirable today? Accenture identifies seven key factors: exclusivity, craftsmanship, heritage, social value, customer experience, innovation and iconic status. But success doesn’t come from checking every box. The strongest brands prioritize a few, with social value, customer experience and exclusivity standing out.

Luxury houses making the biggest impact invest in digital strategies that blend convenience with exclusivity. These brands empower employees as brand ambassadors and create high-touch experiences that feel both personal and aspirational. Read more to see which brands are leading the way and what other retailers can mimic to get ahead.