Meet the LCC Member, Alison Forth, Director of PR & Communications, Hearst UK

What does the term ‘luxury’ mean to you? 

Luxury is such a subjective term – it means something different to everyone but for me it means

time …  moments of escapism and joy with those I love, in places we’ve never been to before.  

What is the biggest priority for Hearst in the coming 6 – 12 months? 

Deepening customer connections as we explore increased digital engagement with our UK audience and look into building membership programmes. 

What trends do you believe are shaping the luxury industry? 

Customers placing their values at the heart of purchasing decisions and aligning themselves with brands that enhance their world view and reflect their beliefs. 

The rapid growth of AI and the many possibilities for the luxury industry across different ecosystems (product development and innovation, supply chain and logistics, consumer journey and experience). 

Fluid fashion – consumers exploring their own understanding of gender and identity. 

‘Quiet Luxury’, i.e. a shift away from the more overt and ostentatious displays of luxury to a more pared-back approach with investment and timeless pieces. 

And of course sustainability and the circularity of fashion. 

Which brands do you admire for their communications and marketing initiatives and why? 

Brands which have been placing cultural dialogues and connections at the heart of their campaigns, products and events, spotlighting the many dots connecting the luxury world. Namely fashion, art, craftsmanship, travel and hospitality. Examples which stand out for me would have to include Louis Vuitton’s ‘Crafting Dreams’ exhibition in LAFendi’s ‘Hand in Hand’ exhibitionChristian Dior’s Fashion Show in Mumbai and Gucci’s ‘Year of the Rabbit’ campaign. 

What is one luxury item you couldn’t live without? 

My Johnstons (of Elgin) cashmere blanket, I always take it on longer journeys and it gives me comfort wherever I am.