What Does Luxury Even Mean?
What Does Luxury Even Mean?
with Ramya Giangola, Grace Margetson, Pirrie Wright and Carlota Rodben
By HURS team
The mystery and allure once synonymous with luxury has disappeared. Whether it’s a Prada bag on someone’s arm or a Gucci loafer on their feet, strolling – or scrolling – through any large city, it’s hard to escape the industry’s leading houses. In an economy led by growth, many of today’s fashion brands have traded exclusivity for scale. The shift from products that focused on craftsmanship and quality to t-shirts and sneakers has led to a luxury market where there’s always something new to buy into. The dichotomy is real. But how did we get here?
Digitization and the online shopping revolution led to easier entry for new consumers. The stream of information available on products and price took away the threshold that once withheld some from interacting with or purchasing from luxury brands. Social media further deepened the change of relationship between consumers and brands. Allowing brands to directly access their (potential) audience, and with it shifting the dialogue between the two. It also created an opportunity for those buying into luxury goods to not just show off their most recent purchase to their friends, but share it with the world too. The endless stream of information and content, led to an insatiable hunger for more. Brands – and the media – decided to comply in pursuit of growth, following in the footsteps of high street brands who focus on speed over quality. Leading to a consumer culture that focuses on what’s next and what’s new over what’s best.
While luxury used to equal exclusivity, the bar to entry or take part in the luxury market has never been lower. Can luxury exist in a democratized market, and if luxury isn’t about exclusivity how do we define it today? A select few are betting on less is more – Hermès, Chanel and The Row are known for limiting the number of products they produce and sell – others seem to embrace this new age of luxury consumption. But it seems many affluent consumers are tired of the rat race, questioning what they get in return for their loyalty and dollars spent.
We asked four experts for their take on what luxury means today, the importance of experiences over product and the brands that get what’s next.