What happens when fear takes the lead over desire?

Luxury, once a symbol of confidence and aspiration, now faces a new reality: a growing sense of insecurity that reshapes how clients buy, wear, and connect with brands. From increasing theft to rising anxiety about loss, fear is quietly redefining the codes of visibility, desirability, and trust.

This study explores how structural insecurity has become a defining factor in today’s luxury market. Based on exclusive data and Maison insights, it reveals how fear erodes visibility, why protection is emerging as a growth lever, and how brands can turn safety into loyalty.

Discover why more than half of luxury Maisons are now prioritizing post-purchase protection and how GRACE and Merkle, through integrated solutions, help brands secure the client journey while reinforcing desirability and long-term trust.