Why are people happy to spend big on little things? What’s driving luxury labels to couple up with unusual partners? How are high-end brands helping the rich feel even richer? And why should they consider giving customers creative control?
The Daily Edited: custom accessories for minimalists
case study·
21 Jul 2016
Sydney-based accessories brand The Daily Edited has proved a hit among Aussie fashion shoppers, achieving turnover of $5 million in 2015. But in a challenging retail market, how has it gone from a tiny style blog to selling customisable fine leather goods by the bag-load?
Balmain Hair Couture: luxe locks from a fashion house
case study·
22 Jul 2016
Hair can make or break an outfit, and not everyone is happy with a quick spritz of dry shampoo. People are looking for luxury products to tame their manes, and with Balmain Hair Couture, the historic namesake fashion house is ensuring its customers’ locks are as luxurious as their wardrobes.
A decade ago, 'luxury' might have meant a Mercedes, a Prada bag or a Rolex. But in 2016, old symbols of extravagance are out and people are searching for more meaningful things to spend on. With the market thought to have grown just 1-2% in 2015, is this the end for traditional luxury fashion brands?
Hublot x Sang Bleu: watches with counter-culture cachet
case study·
7 Sep 2016
Once staunchly anti-social, with working-class roots, tattoos are experiencing a renaissance. A new collaboration between Swiss watchmaker Hublot and tattooist Maxime Buchi is the latest in counter-culture luxe, demonstrating that distinctions between high and low culture have all but disappeared.
From the cars and private jets to the designer garms and Michelin-starred dinners, living a life of luxury is an expensive pursuit. Or is it? DuBois et fils is a Swiss luxury watchmaker taking the sharing economy up a notch by offering up some of its high-end timepieces on a rental basis.
Business execs suffer from a ‘perennial time-scarcity problem’, so it’s no surprise that they’re looking for ways to minimise wasted moments. Surf Air aims to save them hours at airports, offering unlimited flights on private business jets between selected European cities from £2,500 per month.
As one of the most visible accessories, handbags are a statement of individual style. Now, Gucci wants to make them more personal with its DIY customisation service. Given that 66% of Gen Y ditch brands because they don't mirror their identity, will personalisation become key to luxury loyalty?
Burberry is known for embracing technology in its campaigns – something that's not so common in luxury. In its latest move to appeal to tech-savvy shoppers, the British fashion house has teamed up with Dreamworks to let passers by personalise digital scarves as part of an interactive 3D campaign.