As Luxury Turns Mass, Consumers Search for the Rare
As Luxury Turns Mass, Consumers Search for the Rare
With Gab Waller, Samantha McCandless, Hanushka Toni and Sofia Bernardin
By HURS Team
The luxury industry has never been more mainstream. The cycles of it-pieces are shorter than ever, mimicking the speed we’re used to seeing in the fast fashion industry. And if consumer’s can’t afford the real thing, it’s never been easier to find a fairly realistic copy. Additionally, our social feeds are filled with people wearing designer shoes and bags. It begs the question: what even is luxury now? The industry used to thrive off of exclusivity, but as social media has made information around products as well as purchasing them readily available, luxury brands have lost some of the mystery and allure they once held.
Looking for individuality, some consumers are flocking to pre-owned and vintage, with the $24 billion luxury secondhand market growing four times faster than the primary luxury market. Tastemakers and industry insiders are increasingly looking for items that are one-of-a-kind or hard to secure. But it’s not simply about consumption. The knowledge that surrounds the product and being able to flex their ‘in-the-know-ness’, is what makes it aspirational. From a specific vintage Hermès bag with a certain type of stitching to the lace lingerie runway top from Phoebe Philo’s Spring 2016 runway collection for Céline. These consumers aren’t seeking for what’s new but for what’s best. Over the years, it’s become easier for consumers to educate themselves about the brands and products they align with aesthetically. These true luxury seekers know what they want and are looking for more value than what shopping the established new luxury market can offer them.
Afraid of overexposure, some luxury brands have started limiting the quantities of what consumers can buy. Using supply and demand to control their image. But is there a way for brands to interact with this particular consumer in a way that brings value to the brand and buyer? And what does the future of the luxury industry look like?
We asked four industry insiders about how shopping behaviors have shifted, why consumers have a desire to flex their knowledge and what luxury means today.