Luxury Brands' Creative Shifts Might Need Time to Boost Recovery -- Market Talk

Dow Jones
Jul 11

1054 GMT - Creative reshaping of luxury brands could take time to drive industry recovery, analysts at Bank of America write in a note. "We are hopeful that the 19 brands with new creative directors will pivot the aesthetics of the industry in 2026," they say. "So far, we see no evidence of this," they add. Consequently, the sector's growth recovery expected by consensus into 2026 might seem appear premature, BofA says. Kering's Gucci remains at the bottom of the brand heat table of high-end labels, as it continues to pursue a turnaround. The first fashion show of Demna as Gucci's creative chief in March 2026 could potentially boost the recovery. Burberry, which is also in the midst of a brand revamp plan, recorded better trends. (andrea.figueras@wsj.com)

 

(END) Dow Jones Newswires

July 11, 2025 06:54 ET (10:54 GMT)

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