How luxury transformed from opulence to populace, and what it means for brands

Today, aesthetic innovation gives competitive edge. Innovativeness is not in having superior product properties or novel tech, but in the emphasis on aesthetics and experience (consider how GOOP-endorsed products have been accused of deceptive health claims yet continue to be popular). Successful brands ingrain themselves in the cultural context, n

In today's affluent consumer societies, that drive means decision making on new products, services, and experiences becomes inextricably linked to identity. Through their consumption, your customers are pursuing nothing less than the self-improvement—physical, mental, emotional, spiritual—that can help them transform into their ideal selves.

Heritage, ritual, and tradition. The common perception is that a brand with a link to heritage and craft almost immediately achieves a veneer of rarity. This mechanism is often used in retrofit manner, with brands (and entire regions) clamoring to emphasize their provenance and heritage. Brand founders are often elevated to the level of artists. A