Luxury in the New Normal
Luxury brands are striving to redefine themselves for a new era, and are rewriting the rules for the decade ahead. "Luxury in the New Normal" provides a detailed look at these latest trends in luxury to provide guidance to brands looking to effectively and meaningfully engage luxury consumers in the future:
Pre-COVID consumers were starting to examine where brands stood in terms of ethics, inclusivity, sustainability, and responsibility. And this is even more pronounced as conscientious consumers demand that brands get in step with their progressive values.
Inclusivity is not limited to diversity and representation but, as the millennial generation who grew up online now hit their 40s, the value of involving consumers as advisors in the design process is critical to connect on a cultural level.
E-commerce was already prompting re-evaluation of the role of retail. Now social distancing has step-changed its role: reinventing in-person experiences as cultural hubs and centers of discover while achieving hyper convenience via contactless commerce technologies.
The New Normal continues to see quality at the heart of luxury, with tangible evidence of how superior materials, craftsmanship and experience leads to a superior design and production, with the ultimate expression being uniquely personalized to their specific tastes.