New Luxury stands for the stories behind things. This modern luxury is no longer defined solely by a high price, but rather the actual added value of a product. New Luxury buyers form intellectual and emotional ties to the selected brands. We show which companies follow this approach.
News, trends & facts about New Luxury
The concept of luxury is changing. While luxury has long been characterized by a high price, the new luxury revolves around trends such as sharing & 2nd-life business models, innovation, co-creation & customization, digital detox & sustainability, health & mindfulness. It is about responsibility that is implemented within the framework of the highest quality and aesthetics. In addition, a big focus on the well-being. We show all changes related to luxury understanding, needs and business models.
Forward-looking new luxury business models
Responsibility for the environment can be implemented through a variety of trend-setting concepts of New Luxury. An example of this is the sharing economy, including its communities and platforms, which enable the shared use of resources. Particularly popular: online platforms for pre-loved designer fashion and premium watches. Sharing & 2nd-Life products and business models make it possible to temporarily borrow luxury products. This can set an example against the throwaway mentality while minimizing environmental impact. Also positive for the environmental balance: digitization. The digitalization of the new luxury increases the digital added value of the customer journey, while environmentally harmful production routes and productions are superfluous. Discover which brands make this possible through innovation such as augmented reality here.
Sustainable & ethical values as modern luxury
Also characteristic of New Luxury: Made to Order and personalization of products. It is sustainable and exclusive. While the customer can incorporate his personal preferences into the design of high-quality, individual fashion and interiors, custom-made production prevents environmentally harmful productions from being minimized and only really taking place when it is actually needed. This answers the growing customer need for individualization as well as exclusivity in the course of responsibility for the environment. And thus combines two new luxury trends. More and more companies are integrating the megatrend of sustainability into their corporate philosophy and acting responsibly on both the ecological and social dimensions. We show how this works and which companies fulfill their corporate social responsibility responsibilities in order to achieve positive effects for ecosystems and the community.
Luxury beyond the material dimension
New Luxury stands for knowledge and knowledge as a luxury. The possibility of being able to make conscious decisions through brand transparency and holistically open communication defines the luxury understanding of the pulse of the time and meets the needs of increasingly relevant generations. Another current need: shared values, access, networking and experiences. Exclusive members-only clubs such as Soho House answer this wish, make it possible to build relationships, belong to a community and consolidate this through extraordinary experiences. In short, this means access as a luxury. The health and mindfulness trend also shows that New Luxury is not just about ownership. It's about the harmony between body, soul and spirit, about the optimization of the wellbeing.
New Luxury Brands: high-end products with exciting stories
We also show to what extent the traditional understanding of luxury has to be reconsidered. New Luxury sets an example against the traditionally consequent shortage of luxury products. Today luxury is becoming increasingly democratized, part of everyday life and thus accessible to more and more people. Collaborations between high-end brands and streetwear labels describe this trend and show how effortlessly luxury can look these days. Discover exciting stories and visionary personalities who drive this development here.
Immerse yourself in the New Luxury cosmos and learn about brands, concepts, institutions and trends that define today's understanding of luxury.