This study explores how the fashion and product designers of luxury and premium brands envision the direction of product innovation. The findings include valuable support for the luxury brand strategy of moving towards innovation in sustainability, customization, and developing the new concepts of rarity of experience and luxury sports products.

ABSTRACT
 INTRODUCTION
 THEORETICAL BACKGROUND
 RESEARCH DESIGN
 RESULTS AND CONCLUSIONS
 REFERENCES

• Nelson Santos António(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal Elad Harison, Shenkar, Israel)
• Yael Pedro(Instituto Universitário de Lisboa (ISCTE-IUL);Shenkar College of Engineering and Design, Israel)