Marris Adikwu is a culture writer and a keen observer of consumer behaviour. She also writes short stories and reads anything she can get her hands on.

In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and unprecedented access to their icons, they still yearn for touches of exclusivity to define their status.

As the age-old understanding of exclusivity is eroded, people are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers – from luxury dupes to the rise of members clubs and closed-community spaces based on shared interests. Status is becoming a mode of belonging and connection with like-minded people.

People are erecting walls of their exclusive communities, relying on more subtle markers of identity. This is apparent with middle-class people fetishising working-class aesthetics, athletes turning to niche sports like padel, and social media groups organising around niche interests – spawning companies. As status-defined micro-trends on social media accelerate, brands face a challenge to keep up. If previously certain legacy items were automatically associated with exclusivity, now people are much more trusting of the UGC-defined vision of what status means. More than ever, speed, knowledge, inventiveness, and being plugged into the community determine what – and who – is in.

Insider Status

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

Victor Zhu is the CEO of Zechuang Clothing Co. Ltd., whose years of experience in the textile and fashion industry have made him a leading name in China’s clothing manufacturing industry.

Abhi Madan is the Co-Founder and Creative Director of AMARRA, designing high-end evening wear for various independent retailers around the world.

Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

Fashion and Style

Luxury

Resale and online marketplaces

Interview with Abhi Madan conducted by the author

SuperAwesome

PR Newswire

Interview with Victor Zhu conducted by the author

CNBC

Retail Boss

El País

Open Growth

SSENSE has grown into one of the biggest names in fashion retail and a favoured destination for Gen Y and Z designer label enthusiasts. As young consumers enter the world of luxury shopping, how does the brand’s cultural appeal align with their shopping needs and desires?