An Insight Into the State of Luxury Branding Today

Dr Florent Girardin | March 16, 2023

By Dr. Florent Girardin, Beatrice Venturini The concept of what makes a luxury brand an attractive option worth buying into is undergoing a massive mind shift. This is especially true for the future luxury consumers, often referred to as the Millennials and Gen Z, or even more precisely HENRYs (‘High earners, not rich yet’). A 20+ years’ supply of new customers to be precise. This younger group of would-be spenders are developing a different approach to the idea of what a luxury brand should entail compared to the older generations of consumers. They value luxury experience more than luxury products and are thereby looking for mo...