Brand Strategy
30 articles
Accessible luxury is killing brand prestige, but some brands are fighting back.
Last year, entry-level luxury items like perfumes and small leather goods accounted for 60% of sales for some of the world's most iconic luxury houses, according to Bain & Company, as reported by Bloo
Luxury Resale Boom: Brands Embrace Circularity
In 2023, the global luxury resale market surged past $40 billion, a figure that now rivals the entire personal luxury goods market of a decade ago.
What are the elements of luxury brand legacy and prestige?
The pursuit of increased sales volume, a common measure of business success, paradoxically poses the greatest threat to a luxury brand's very legitimacy and elevated status.
Luxury Fashion's Tangible Pivot as AI Blurs Reality
In a world where a single AI prompt generates luxury fashion campaign images indistinguishable from reality, the industry's most exclusive brands paradoxically invest more in the verifiable imperfecti
Accessible luxury is eroding premium brands' exclusivity by 2026.
The Hermès Birkin, once the undisputed symbol of ultimate luxury, is now being labeled 'cringe' by a segment of discerning consumers.
Groundbreaking Luxury Brand Collaborations Redefining Markets
While a single piece from the Masaba x Amrapali Jewels collection can cost up to Rs 25 lakh, her collaboration with Lavie offers handbags for as little as Rs 3,599.
Luxury Brands Embrace Resale and Rental Despite Market Disruptions
Resale platforms like The RealReal now furnish luxury brands with granular demand data.
Premium Brands Explore Luxury's New Hierarchy Amid Shifting Demands
Between 2020 and 2021, the minimum price for a Prada item surged by a staggering 68%, according to Morningstar .
Luxury Watch Campaigns: Enduring Impact on the Market
Patek Philippe's 'Generations' campaign, launched in 1996, still influences 40% of high-net-worth individuals for their first Patek purchase, according to a Wealth-X Survey 2022 .
Luxury Delivery Apps Reshape Consumer Access, Driving New Brand Strategies
Through Infinity Pizza's Luxicarra app, consumers now command bespoke culinary experiences at home, ordering meals with rarity ingredients and accessing concierge services for special occasions.
Luxury Brands Vulnerable Amid Market Shifts, Despite Price Hikes
Kweichow Moutai, the venerable Chinese luxury liquor brand, recently reported its first annual decline in net profit on record—a stark reversal even as it raised prices for its signature product.
AI Images Challenge Luxury Fashion Quality, Brands Are Divided.
Gucci ignited a fierce debate and immediate backlash after releasing surreal campaign images for its Milan Fashion Week 2026 show, later revealed as entirely AI-generated, according to Vogue .
Premium Brands Embrace 'Less Is More' for Sustainable Growth
While many luxury brands chase sales with discounts, The Row, a cult brand known for its $1,000 t-shirts and anti-trend stance, is leading a 'minimalism 2.
Luxury fashion's creative collapse looms as innovation falters in 2026.
Despite its opulent facade, the luxury fashion industry currently appears so creatively listless and rudderless that it resorts to superimposing meaning from other cultural disciplines.
What Are Recyclable Luxury Packaging Solutions for Premium Brands?
Burberry, a brand synonymous with high-end fashion, quietly eliminated all plastic from its customer packaging by 2025, years ahead of schedule, according to Smurfit WestRock .
Luxury market crisis: Consumer base shrinks, brands miss clients
In the first half of 2026, the luxury consumer base in the Gulf region alone shrank by 15 percent.
How Do Luxury Brands Use Heritage to Build Loyalty?
In the first quarter of 2024, Hermès reported double-digit revenue growth across all geographical areas, demonstrating its unwavering commitment to French production and global storytelling.
How Do Luxury Brands Maintain Exclusivity?
Hermès recently raised the price of its iconic Birkin handbag by 10%, pushing the basic 25-centimeter model to $11,400, a figure rivaling a small car, according to Branding Strategy Insider .
Luxury's definition is splitting: Authenticity vs. Sustainability in 2026.
The personal luxury goods market is projected to shrink to $408 billion in 2025, a significant drop from $421 billion just two years prior, according to Hospitality Net .
What Is a Heritage Brand and How Do They Innovate in 2026?
At Watches and Wonders 2026, TAG Heuer unveiled a new line-up that proved its most iconic watch can still dramatically evolve, showcasing a brand's ability to innovate while honoring its past.
How Heritage Luxury Brands Stay Relevant Across Generations
While Hermès reported a robust 13% increase in sales this year, shares for luxury giant Kering, owner of Gucci and Yves Saint Laurent, hit a seven-year low in July, according to k3fashionsolutions .
Why Quiet Luxury's Evolution Has Consumers Ditching Overt Brands
For years, a subtle indicator of social standing in the Hamptons has been the prominence of a brand's logo on a handbag.
Sustainable Fashion's Billion-Dollar Rise Challenges Traditional Luxury
According to PwC's 2024 Voice of Consumer Survey, a striking 80% of consumers now willingly pay more for sustainably produced or sourced goods, as reported by Market Us .
Luxury fashion dupes are boosting brands, not destroying them.
While over 70% of Gen Z consumers report sometimes or always purchasing less expensive dupes, Guerlain's Vanille Planifolia perfume, a product often 'duped,' has seen its sales triple in the past year
What is the quiet luxury concept for premium brands?
In December 2023, an Italian court in Turin ruled to protect the distinctive white sole of Loro Piana’s Open Walks Chukka boots, elevating a seemingly minor, non-branded design detail to the level of
Dolce & Gabbana Pursues Menswear and Lifestyle Growth
Dolce & Gabbana's beauty business, brought in-house just two years ago, now boasts an estimated 910 million euros in sales, a 35 percent increase in 2023.
Luxury Fashion's 2026 Balancing Act: Accessibility vs. Exclusivity
At a Canadian Costco, Off-White hoodies, a brand once synonymous with high-fashion streetwear, were recently spotted selling for just C$79.
Nostalgia Marketing's Pull: Driving Consumer Spending
The Barbie movie, a vibrant splash of pink and childhood memories, has already raked in over $1.
Luxury Fashion's Digital Shift: E-commerce Dominance Grows Amid AI Integration
Sephora U.K. recorded an average add-to-cart uplift of 38 percent when customers interacted with enriched digital content, according to WWD . This tangible success proves the sales power of advanced d
Geopolitical crises reshaping Europe's luxury fashion market by 2026.
For high-end brands like Louis Vuitton and Hermès, sales in Persian Gulf nations have plummeted, forcing an urgent scramble for new markets.