As the definition of luxury moves away from traditional ideals of status, wealth and ownership brands need to understand there is a new consumer mindset emerging. Void of loyalty, price, and sometimes even ownership (but certainly exacerbated by their values), it impacts the way people are connecting to and consuming luxury brands, products, and experiences.
In our latest report, “Spectrum Thinking: A new lens on luxury” we challenge conventional thinking around traditional pyramid-based positioning in the luxury category and introduce an alternative model for brands to meet today’s fluid luxury mindset.
Whether your brand sticks within the confines of the luxury power pyramid, or if you are already starting to play to the spectrum, the insights and examples in this report will help you navigate the ever-evolving luxury landscape.
Read the report here.