Why are luxury brands losing their logos and going under the radar? How did the wealthy learn to share? Is a new luxury elite pricing everyone else out? And why has high fashion gone pop?
The ‘sharing economy’ has taken the travel industry by storm. Now, ‘collaborative consumption’ is going luxe. But what does this shift mean for luxury travel? Will exclusive clubs and networks formerly accessible only to the super-wealthy become the new norm?
Moschino Barbie collection: it’s chic to be cheeky
case study·
4 Nov 2014
In the US, there are 11.8 million Gen Yers living in households with six-figure incomes, and many want to treat themselves to luxury items. For a market filled with these tech-savvy and social media-driven shoppers, instant gratification is crucial. But how are brands getting this group to splurge?
As emerging economies transform the consumer base for high-end goods, luxury is moving out of range of all but the very richest. The fashion industry is rushing to fill the gap, as the notion of aspiration is remodelled to appeal to a diverse range of consumers – and budgets.
Moynat is a traditional French trunk maker that has been revived after 35 years lying dormant. Bags start at £4,000 and the company can’t keep up with demand. How is this old leather purveyor’s new mythology enchanting monied Parisians, high-rolling Londoners, Beyoncé and Pharrell Williams alike?