Rethinking Luxury: Why Data, Not Just Instinct, Drives the Future

By Madison Coleman

During our field visit to Luxurynsight, I walked away with a completely new understanding of how luxury brands are evolving. I had always associated luxury with creativity, instinct, and timeless aesthetics, but this visit made it clear that data is now one of the most powerful tools in preserving and scaling those values.

Luxurynsight, led by CEO Jonathan Siboni, offers AI-powered solutions that help luxury brands decide what to produce, when to launch it, and how to adapt to consumer shifts. After acquiring Heuritech in 2024, their reach expanded into trend forecasting, using image recognition to analyze how styles move across time, markets, and generations.

Siboni was clear: “Nobody in luxury is using AI to the extent of its abilities.” It wasn’t just a critique; it was a challenge. He emphasized how luxury brands too often rely on legacy ways of thinking, where gut instinct outweighs data. “Intuition is good,” he said, “but having data-backed information makes your case stronger.” His confidence wasn’t performative, it was earned, and it made me rethink the romanticized idea that luxury success is based purely on creative talent.

Tony Pinville, Co-Founder of Heuritech, built on this point. “If you don’t know how to incorporate data, you are falling behind everyone else,” he said. Their software can forecast fashion trends 24 months in advance by analyzing real visuals from social media platforms like Instagram. What I found most compelling was how this isn’t about predicting fads, but about giving creatives a map to navigate culture more intelligently.

Jonathan Siboni & Pascal Conte-Jodra

Then came Pascal Conte-Jodra, CEO of Fusalp, with an equally striking perspective. “Seasonality and production wait time are the two hardest struggles in luxury,” he shared. What resonated most was his belief that brand values aren’t abstract – they’re actively felt by consumers. “You need to sell quality,” he said, and he meant it in every sense, from fabric to brand purpose.

What I took away from the visit is this: luxury is no longer a world reserved for the instinctively brilliant or aesthetically gifted. It’s becoming a field where creative vision has to be matched with analytical clarity. For someone trying to break into the industry, hearing that was both a wake-up call and a reason to feel excited. The future of luxury won’t just be built on image; it will be built on insight.