Does it make sense?
In a world of nonsense, let’s make a bit of sense and talk about what luxury really is TODAY.
Discreet but ostentatious, the ‘New Lux’ today is about value not property.
Contradiction and contrast: on one way fur is almost like couture, it’s all about technique, the purest form of beauty, but, on the other hand, using only that it can become then maybe to classical, to out of date, for today.
Luxury has changed and social media didn’t necessarily helped. Today it all depends on what you consider to be luxury?!
There are now many values under the umbrella term “luxury” that consumers, especially younger ones, don’t fit with the word’s traditional definition.
Luxury became so ‘democratic’, a lot of people are interested or are into this business of luxury of fashion, growing and involving, this also means that now it exists different definitions of what luxury is for that people. For some it means they are able to wear something new every day, so choice and abundance is the answer to luxury for them, while for others, craft, personalization and precision and everlasting pieces. That is already a part of a dilemma facing today.
More than ever, in a world of mix and matching that creates so much confusion, fashion needs more clarity, brands should be more clear on their positioning because there’s no more one answer on what is luxury. We should all stop scrolling and try to read some more to understand better about the legacy, the collections, the key points and where brands are positioning themselves. Today brands just give people what they ask for, there’s no more element of surprise, aspirations. And that for sure is not luxury at all. In this process most probably, people are losing their sense of desire trying to understand what luxury is to each one of them.
Certain things take time to make, but in order for people to understand that, luxury also needs to clarify the differences with fast fashion, but, as long as luxury continues to collaborate with different fast fashion brands, then it’s only normal people won’t understand it. Also, when luxury takes too much inspiration from streetwear, then, somehow the contrast between this two is lost. It is better to clarify positions here.
The actual definition of the word “luxury” is lust. The word originates from the Latin word lux, which means light, extravagance, which means excess.
Words typically unassociated with luxury are now prominent parts of the industry’s vocabulary, such as accessibility, approachability, and democratization.
In today’s world, a high-end product must retain a semblance of desirability while being accessible. So, luxury is ever changing.
Though it might not be tangible, there is a concept that has been floating around in the luxury world for quite some time, stating that there are three distinct levels of luxury:
-Accessible luxury brands are those that regular consumers can afford, though they still provide a sense of distinction;
-Intermediate luxury brands are those that are more out of reach for the average consumer, providing a barrier to entry in terms of status;
-Inaccessible luxury is the highest form of luxury that utilizes total exclusivity, making it far out of reach for the average consumer.
Which one are you, what’s your position regarding luxury?