The L Word: redefining the future of luxury

The L Word: redefining the future of luxury

Once upon a time, luxury was simple: finely crafted, beautifully packaged, and very expensive. Brands were coveted for their exclusivity, and created aspirational images consumers wanted to buy into – although only a small group could.

Luxury is timeless, in the sense that the desire for luxury is timeless – and it is a desire that can absorb any shock the macro-environment creates. But any brand that cares about consumers’ need for quality, self-betterment, ‘you had to be there’ moments, or desire to be clients and not consumers, needs to be attuned to luxury’s changing face.

Because while luxury will never die, some luxury brands will. The most coveted brands of tomorrow aren’t built for ‘luxury’ as we know it: they are built for curiosity, experiences and deep, discerning knowledge, flitting between the ultra-shareable and the unknowable. They are designed for a new audience, and are not afraid to shed the reassuring trappings of gilt and glamour in order to become more relevant, more impactful, and better meet new needs.

Back in September, Mash was delighted to be asked to speak at the MRS Luxury conference in London, sharing our insight on the luxury world of tomorrow. In a 60-minute, interactive brand-building workshop, we helped attendees reimagine the future of luxury – from the key trends reshaping it, to the new connoisseurs driving its growth. Over the next few weeks, we’ll be sharing some of this thinking right here – a weekly deep-dive into the four Ds of luxury redefined. Discover what they are, why they matter, and who’s doing them well, each week here on our blog.

Stay tuned to discover this new world of luxury, and join the conversation around what it means for brands. Keep up to date with our posts by following us on LinkedIn, and look out for even more weekly inspiration on our Twitter and Instagram feeds.

Book in a complimentary 1-hour L Word session with the Mash team – including our insight on the New Connoisseur tribes of tomorrow – via the button below.

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