What New Luxury Means To Millennials

Luxury Daily | May 9th, 2017

Luxury does not mean what you think it means.

For the first time in centuries, the very definition of luxury has changed with the arrival of millennials, or Gen Y, as they are also known. They embody a mental shift that was first signaled by the frenzied progress of information-hungry Gen Xers, and will be amplified by a cohort of Gen Z consumers looking to find their own, unique place in the world.

Everything from consumption behavior to consumer empowerment has permanently altered the industry landscape, and brands are left asking themselves increasingly difficult questions.



What You Don’t Know About American Millennials

Business of Fashion | May 5th, 2017

At the core of today’s strongest brands are strong beliefs. For me and many of my fellow millennials, tenets like individuality, freedom of expression and global connectedness are the pillars of a value system by which I measure the authenticity of everything — including brands.

But beliefs are fool's gold. Experience is what actually matters. Not the user experience offered by a brand, but the life experience of a generation. Look into our histories and you will see early signs of major consumer shifts coming up ahead.

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The Secret Narratives Of New Luxury

Luxury Daily | April 18th, 2017

As new luxury evolves and begins to redraw the lines around access, belief and behavior, we are seeing fresh narratives emerge in the space. Just as with any brand in any industry, it is the stories that help guide our understanding as consumers.

I have discussed how new luxury is undermining old-guard brands and changing our perception of the female form, but something even more significant is taking place around the verbal and visual languages that new luxury uses to communicate itself.

By rewriting the narrative, it shifts the landmarks between consumer, brand and world - landmarks once immovable, but now drawing a clear line between the old and new.

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The Unfamiliar Face Of Women In New Luxury

Luxury Daily | January 23rd, 2017

Every brand is a conversation. It is worth asking why millennials are willing to have conversations with certain brands over others – why some brands feel like they are talking with us while others seem to just be talking at us or, even worse, to themselves.

I loosely defined some of these engaging brands as “new luxury” in a previous article. They are brands that engender such fierce loyalty that millennial consumers are willing to disregard all conventional luxury lifestyle markers such as access, price point and heritage to identify with them. They are, oftentimes, the same sought-after brands that are challenging traditional luxury market share ...

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How New Luxury Is Undermining The Old Guard

Luxury Daily | October 27th, 2016

Over the years I have realized that my consumption of luxury, and even the very definition of it, has drastically changed. As someone who both studies millennials and counts among them, I have always felt this shift happening, but I really noticed a striking difference during this year’s fashion weeks.

I watched most of my shows via select model or celebrity snaps, not even the Snapchat handles of the designers themselves. Even then, my favorite highlight was watching Kylie and Tyga hang out with Luka Sabbat in a hotel room after a long day of front row runway snaps. I wanted to virtually spend time with certain people that were there...

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