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From Screen to Closet: How Emily in Paris is Reshaping Luxury For research (cough, cough) purposes I've been watching the latest season of Darren Star's Emily in Paris. This show isn't just serving up croissants and couture - it's dishing out a masterclass in modern luxury marketing. The show's recent collaboration with Vestiaire Collective brilliantly showcases how high-end fashion is adapting to changing times. While initial seasons had Parisians rolling their eyes faster than Emily could say "Oui," the City of Light has warmed up to our favourite American abroad. Now seen as the frothy, lighthearted romp it is, the show has become an unexpected blessing for many French luxury brands. Talk about a plot twist! And speaking of twists, costume designer Marylin Fitoussi reveals: "This season's fashion is defined by a 'masculine-feminine twist that we never had before.'" It seems Emily's wardrobe is breaking boundaries just like the show's approach to luxury marketing. Key lessons for luxury brands: ▶ Accessibility is the new exclusivity: Even Emily's friend Mindy is selling designer pieces to make ends meet. Luxury resale platforms are making high fashion attainable for a broader audience. ▶ Sustainability sells: Vestiaire Collective's appearance aligns perfectly with growing consumer interest in circular fashion. ▶ Product placement evolves: In one episode alone, I counted at least 20 luxury brands being named dropped. Some eagle eyed viewers also spotted handbags being held in an unusual way to show case a logo. It's not just about showing the product; it's about integrating it into the storyline in a meaningful way. ▶ Economic realities matter: Luxury brands are acknowledging current financial pressures and these sorts of collaborations whilst not new, will continue to evolve. ▶ Global reach through entertainment: With 58 million households sampling the show, that's a lot of eyeballs on your brand with potential for a viral moment. As someone who's written extensively about luxury entrepreneurship, I'm fascinated by this shift. It's not just about selling a product; it's about selling a more inclusive vision of luxury. How do you think this trend of luxury resale will impact traditional luxury brands? Is this truly the future? #Luxpreneur #TheLuxpreneur #DiversityinLuxury #EmilyInParis #LuxuryResale #FutureOfFashion #VestiaireCollective

Luxury fatigue? I don’t think so. 🤔 The biggest issue with the #luxury world is that all the brands are doing exactly what their competitors are doing. If one offers champagne, I also offer champagne. If one sells a zippered wallet with their logo, I make the same one with mine. In the end, you’re not offering anything new. A brand should be like a person, with distinct qualities that make us fall in love with it. And a luxury brand should embody the excellence of those characteristics. Let me give you an example: imagine a party with different people in the room. On one side, there’s the sophisticated, elegant individual who exudes a natural aura of poise and presence. That could be the essence of Hermès—detail and simplicity without unnecessary extravagance. Now think of the other brands; some are hard to define, while others don’t even spark the desire for a conversation. That’s where the problems begin. Clarify the messages, make them unique, and take risks with proposals—whether they’re creative, strategic, or managerial. In my extensive retail experience, I’ve observed the rigidity of organizational visions within the luxury sector. Decisions are made at the top and cascade downward, leaving little room for adjustments or contributions. It’s a 20th-century model trying to operate in a 21st-century business. What do you think?I’d love to hear your thoughts! 📣 #luxury #luxurybusiness #fashion #brands #recordarbarcelona #luxurystrategy

The luxury sector isn't doing so hot right now. Demand for luxury is on a steep decline. Buyers are becoming more discerning. Here are three reasons why luxury is turning consumers off: 1. 𝑺𝒉𝒂𝒌𝒆𝒖𝒑 𝒊𝒏 𝒕𝒉𝒆 𝒇𝒂𝒔𝒉𝒊𝒐𝒏 𝒊𝒏𝒅𝒖𝒔𝒕𝒓𝒚. It's not hard to avoid the elephant in the room. Chanel's creative director stepped down on Thursday. This has caused a massive shakeup in the industry. Many luxury fashion houses rely on their creative directors to bring innovative designs to the market. 2. 𝑷𝒓𝒊𝒄𝒆 𝒉𝒊𝒌𝒆𝒔. What also hasn't helped is the constant price hikes. Most luxury brands increased their prices by 33%. Consumers are tightening their wallets. Some have criticized brands like Chanel for increasing the prices of their coveted bags. There has to be a reason for the price increases. The product has to meet both the quality and the pricing. 3. 𝑵𝒐 𝒇𝒓𝒆𝒔𝒉 𝒊𝒅𝒆𝒂𝒔. Creative directors are doing more than just leaving. They're not bringing new ideas to the table. Investors have also questioned whether these brands will ever elevate themselves again. Consumers are also worried about whether these brands are worth purchasing from. As you can see, there's a lack of trust in the luxury sector. Brands must cater to both its affluent clientele and aspirational buyers. The rising prices and shakeups haven't helped quelch feelings. Creativity has been stunted. Luxury brands must go back to what they do best—focus on heritage and storytelling. Your brand can captivate your customers again with copy that speaks to them. Breathe new life into your copy. With new copy comes innovative ideas and inspiration. Like this post? Follow Chanel Adams for more wisdom drops. Want to breathe new life into your luxury brand? DM me today or check out my profile for more information. #luxury #industry #retail

OK. It's confession time. I have a big problem with luxury brands. Don't get me wrong, I love lovely stuff - well designed, well made, beautiful materials, even a discrete logo. But somewhere along the line, luxury has come to mean flash. Big logos. Slapped on anything. And perhaps most troubling for someone who has spent their career growing and nurturing brands - omnipresent. Which makes me think of Syndrome's line in The Incredibles 2 - 'when everyone's super'. No one will be'. And that is where I feel luxury brands are - everything is luxury - so nothing is. Then along comes the new Chanel ad. I love it. It screams (very quietly) class, sophistication, style and yes luxury. It oozes confidence. Is this a turning point? A shift to a classier take on luxury? Maybe. But probably not. Chanel has always used its iconic products like No 5 to cement its core brand values, but I do think it is a lesson, a master class for other luxury brands - over expand, throw away your values at your peril. https://lnkd.in/ebjzKBkV CHANEL the cafe agency Natalie Mawby (Ott) Paul Waddup Nick Tsolkas #luxury #luxurybrands

Article in view - The Wall Street Journal The definition of luxury is evolving. Brands that successfully navigate these changes—by prioritizing quality, sustainability, and unique customer experiences—will likely maintain their allure. Rising Expectations The accessibility of information through the internet and social media has raised expectations regarding the quality, craftsmanship, and exclusivity of luxury products. Quality vs. Quantity Many luxury brands have expanded their product lines and increased production to meet growing demand, sometimes compromising on the exclusivity and quality. Pricing Strategies Some luxury brands have raised prices significantly, often without a corresponding increase in quality or craftsmanship. Sustainability Concerns Brands that fail to address environmental and ethical issues may find that consumers are less willing to invest in their products, feeling that they do not align with modern values. Experience Over Product If luxury brands fail to create memorable experiences—whether through personalized service, exclusive events, or immersive brand storytelling—they risk losing their appeal. Market Saturation The luxury market has become increasingly saturated, with many new entrants and a proliferation of brands.

The mystery and allure once synonymous with luxury has disappeared. Whether it’s a Prada bag on someone’s arm or a Gucci loafer on their feet, strolling – or scrolling – through any large city, it’s hard to escape the industry’s leading houses. In an economy led by growth, many of today’s fashion brands have traded exclusivity for scale. The shift from products that focused on craftsmanship and quality to t-shirts and sneakers has led to a luxury market where there’s always something new to buy into. The dichotomy is real. We asked four experts — Ramya Giangola Grace Margetson, Pirrie Wright and Carlota Rodben — for their take on what luxury means today, the importance of experiences over product and the brand’s that get what’s next. Read the full article on hurs-official.com

How has luxury fashion evolved over the years? Luxury fashion has evolved significantly over the years. Initially, luxury fashion was defined by exclusivity and craftsmanship, with high-end brands catering to a select elite group. However, with the rise of globalization and digital communication, luxury fashion has become more accessible to a wider audience. Today, luxury fashion is characterized by a mix of tradition and innovation. High-end brands are embracing technology, sustainability, and inclusivity in their designs and marketing strategies. There is also a growing emphasis on personalization and experiential retail, where customers seek unique and memorable shopping experiences. Furthermore, the definition of luxury is evolving beyond just material wealth to include values such as sustainability, diversity, and social responsibility. Many luxury brands are now incorporating these values into their products and business practices to appeal to a more socially conscious consumer base. Overall, luxury fashion has shifted towards a more dynamic and inclusive landscape, where creativity, storytelling, and authenticity play key roles in defining the industry's future direction.

We’re all buzzing about rhode skin —its products, its aesthetic, its undeniable it-girl factor. But what truly sets Rhode apart? Its genius positioning as an affordable luxury brand. With most products priced under $30, Rhode is not just trending; it's trailblazing, hitting $60M+ in 2024! This same strategy fuels the success of brands like Fenty Beauty, whose minis and Target collabs let us indulge without overspending. And let’s not forget BYREDO, whose testers let us sample the luxe life before fully committing. Curious how these brands are redefining luxury during a recession? Read on to explore how affordable luxury is shaping the beauty and fashion industries—and why it’s here to stay. INSTALLMENT 8 of the Neo-Chrome Dispatch! #Marketing #SocialMedia #ConsumerTrends #LuxuryinRecession

Luxury brands are increasing their prices to get more value out of their most valuable customers: the hyper-affluent, high-frequency buyers whose wealth insulates them from the vicissitudes of the economy. Chanel doubled the price of some of its handbags since 2016. Luxury brands are moving into accessories, fragrance and makeup to satiate the aspirational customer and leaving handbags, shoes and clothes for the truly the wealthy consumers. The struggle for luxury brands in the next couple of years will be staying cool and culturally relevant so that even the young people who can’t buy them still want them.

Chanel, the second largest luxury label, reported 16% sales growth last year, with price hikes accounting for more than half of the increase. Luxury companies have increased product prices by 33% on average since 2019, contributing to half of the industry's organic sales growth in the past two years. Chanel designer Virginie Viard's departure has sparked speculation about her replacement, following her success in refreshing the brand' image. Chanel, like other luxury companies, has significantly raised prices since the pandemic, with the classic flap bag now costing over 10,000 euros. Investors are concerned that steep price hikes in the luxury sector may alienate consumers and limit growth opportunities in the short term. Saint Laurent recently reduced prices, showing the difficulty of justifying further hikes. Gucci is expanding its high-priced range while also targeting less affluent shoppers. Larger luxury brands must appeal to both aspirational and ultra-wealthy consumers. The industry needs to find a balance between price increases and proving the value of their products. Luxury executives are realizing that the downturn has reduced the number of shoppers who can afford high-priced luxury items, leading to a need for adjustments in pricing strategies. Larger luxury brands are aiming to appeal to both ultra-wealthy customers and younger, aspirational shoppers by offering a range of products at different price points #chanel #saintlaurent #gucci #luxuryfashion #pricingstrategy