Why new luxury brands are causing disruption

New brands and business models are disrupting all sectors, from Airbnb to Monzo to Netflix and Alibaba.
The luxury sector is no different. New luxury brands are causing huge disruption in what was previously a much more exclusive brand club. Apple is as desirable as Cartier, or more so among millennials. Luxury brands now find themselves tasked with understanding the behaviours and mindsets of younger consumers and find themselves dared to travel down marketing paths less well-trodden