Sneak Peek Something’s happening. With the world, with ourselves, with our self-perception. Everything’s changing – and with it our sense of luxury.
A paradigm shift is taking place in society. Millennials and Gen-Zs are reshaping the luxury market. The appeal of athleisure is fundamentally reshaping status symbols, with countless young brands entering the luxury market. The new generation still values luxury, but carries it out in new ways, communicates it differently. The elitist lifestyle today is more alive than ever – but it has new codes.
We still value recognition, status and belonging, but these must meet new standards, cover other aspects. We are aware of our social, cultural and environmental responsibilities. The story behind a product is more important than ever – because it also tells a lot about ourselves. Nevertheless, we often see how the old ideas of luxury are communicated. If our perception of luxury is changing, the communication about it has to change, too.
Social media platforms have outpaced magazines as the source of consumer’s inspiration.
Numerous Influencers boast with millions of followers. But who want’s to be one of many. True affection rests on connection. Influence shouldn’t only be based on numbers, it should be defined by credibility. Something that goes deeper, right into the customer’s cultural landscape. Something that is relevant. Cultural Relevance over Reach.