There is an increase in the number of luxury brands taking style inspiration from street wear and incorporating sportier and casual urban aesthetics into their designs. They are establishing exclusive design and marketing collaborations with street wear labels, hip-hop and rap recording artists and entertainers, and fashion and social media influencers.

Luxury fashion houses have been partnering street wear brands and introducing sneaker- and street wear-inspired products. Louis Vuitton partnered skateboard brand Supreme on a design collaboration. The collection, which was sold in pop-up stores in major cities worldwide in June 2017, included T-shirts, hoodies and bags emblazoned with Supreme’s white logo on bright red Louis Vuitton patterns.

Luxury brands are adapting to changing times and striving to connect with a younger and diverse customer base, grooming the next generation of loyal luxury customers. The historically conservative luxury goods industry is striving to attract a more diverse and younger client base. Luxury goods companies will increasingly need to innovate and keep up with millennial and Gen Z trends in order to capture and grow sales among the younger generations. The introduction of GST is expected to provide India a huge competitive advantage to India's luxury sector.