The Changing Nature of Luxury

It seems you only have to have your eyes closed for a moment before every trend has changed and, unlike fashion, most industries don’t have twice yearly parades to spell it out to us. However, luxury sectors of industries have always been a beacon of where trends are heading, providing inspiration while showcasing some of the best in intimacy, sensuality and mystery. Here are a few of the trends popping up in the luxury scene.
  • Proving unique experiences: A new class of luxury based on unique achievement, craftsmanship, focus, history and rarity. Such as, Hermes Le Flaneur, a $11,000 bicycle, or Prada and Damien Hirst set up a juice bar in the desert north of Doha, Qatar.
  • Getting personal: Saks Fifth Avenue is providing consumers stylistic control with an app that enables users to put together outfits based on their body types.
  • Leveraging history: Looking at the past to provide brands with depth and authenticity. Van Cleef & Arpels promote the reopening of their Manhattan flagship with “8-Seconds of Luck”, a microsite that educates consumers on the jeweler’s history of luck.
  • Return to Tangibles: In a digital world, beautifully designed offerings attract attention away from screens. Take for example Zaha Hadid and Karim Rashid commission to design bottles for Leo Hillinger and Anestasia Vodka.
  • Getting sisomo: Giving sight, sound and motion a touch of luxury on the big and small screen. Recently, Gucci teamed up with Martin Scorsese’s The Film Foundation to restore “Rebel Without a Cause.”
  • Giving back: Integrating the soul and spirit of the local community is becoming second nature to luxury brands. Ralph Lauren shows commitment to restoring the historic Paris arts school École des Beaux-Arts by staging its first runway show outside the United States at the venue, Fendi is helping to restore Italian fountains.

Recent Posts

Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


Books on


Join us. Sign up for our blog.

Receive our regular updates in your in-box.