At the beginning of May, we welcomed Gregory Cole to speak at our Moriarty Spring Lunch at The Roof Gardens. His talk, “Musings from Mayfair to Manhattan,” offered a powerful perspective on the evolving mindset of the luxury consumer - one that struck a chord across the table.
Gregory is the EMEA head of FINN Luxe, the boutique luxury offering at FINN Partners, a global integrated marketing and communications agency known for blending creative storytelling with deep strategic insight. With offices spanning major global hubs, FINN works across sectors including health, tech, travel, consumer, and luxury; offering a uniquely human-first approach to brand building in complex markets.
Gregory’s work takes him across continents, but his focus remains consistent: helping brands stay emotionally intelligent, culturally relevant, and creatively fearless. We sat down with him after the event to explore what luxury looks like now - and where it’s headed next.
What’s happening in the global luxury market right now?
We’re in a period of recalibration. Beyond trade discussions and geopolitics, the industry is grappling with a broader challenge: a shift in how people want to spend on luxury. On the one hand, travel and experiences are booming, and on the other hard consumer goods have been struggling, with global groups like Kering and LVMH seeing a slowdown in 2024. Getting to grips with this shift - and how it translates across regions - will be a key factor in brands’ success in the coming years.
Are luxury buyers still spending - or are they holding back?
That’s the nuance. Many can still spend, but increasingly they’re choosing not to. This moment isn’t just about financial liquidity, it’s about emotional liquidity. When the news is full of layoffs and economic uncertainty, people hesitate. There’s a psychological tension: you have the means, but is it the moment? I think that’s where luxury brands need to reframe their narrative.
What’s the biggest challenge for luxury brands today?
Staying emotionally relevant. We talk a lot about market strategy, but right now, it’s mindset strategy that matters most. Consumers want more than product, they want to feel something. Luxury has to be responsive to how people feel, not just what they can afford.
So how can luxury brands stay relevant in uncertain times?
For me, the future of luxury communication is rooted in experience, education, and wellness. These are not seasonal trends - they are long-term pillars of emotional value. Brands that understand this shift are the ones that will continue to connect.
What kind of experiences actually resonate with today’s luxury audience?
Not everything has to be about hospitality, although we are seeing explosive growth there. What matters is the emotional engagement. Whether it’s Louboutin putting Olympic swimmers in heels, Chanel sponsoring the Boat Race, or Louis Vuitton’s hotel opening - these are all experiences that give people a new lens into the brand, without asking them to buy anything. That’s powerful.
What role does education play in luxury communications?
A huge one. Brands don’t have to rely anymore on the old guard - magazines and institutions - to lead cultural conversations. They now have their own content platforms from which they can inspire audiences. Whether it’s Dior Talks or Prada’s art programming, I believe imparting knowledge is one of the most authentic ways to build cultural equity. If you can teach someone something new, you’re already ahead.
And wellness - how does that fit in?
Wellness is becoming synonymous with modern luxury. We’re seeing this across beauty, travel, and even spirits. It’s not just about aesthetics anymore - it’s about how a brand makes you feel. Think longevity clinics, sensory sleep experiences, or mindfulness rituals. It’s a softer, more intentional kind of luxury, and it’s here to stay!
Quick Fire:
Favourite place for dinner
Akub in Notting Hill - the space feels intimate and homely, and everything is delicious, down to the bread and the dips.
Top spot for a cocktail in London
Space Talk in Farringdon - it has it all, unique design, quirky cocktails, and an immersive music environment.
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