BITES // 11.04.21 // TODAY’S TOPIC: LUXURY LIVING
Every month we collect six of the best pieces of content published on the web and share them with you, because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside, in.
1. FENDI X SKIMS LUXURY FASHION PARTNERSHIP
Strategic brand partnership with luxury brands is a smart way for consumer brands to introduce themselves to a new market. The Fendi X Skims Capsule Collection is a key example of this. The capsule collection was inspired by sketches of a 1979 archival Fendi collection. The collaboration will draw upon Karl Lagerfeld’s tight sashes, twisted tube tops, and bright bursts of color, while emphasizing fit and form, the cornerstone of SKIMS’ reputation. The partnership gives Skims consumers a taste of luxury fashion and Fendi consumers the trendiness of Skims with the luxurious experience that they are used to. Both Fendi and Skims have cultural power with different types of consumers thus making this partnership a win, win.
2. LUXURY REIMAGINED
Luxury doesn’t have to mean logo handbags, diamonds, and fur coats. The definition of luxury has been redefined in wake of the global pandemic, as shoppers swapped items to show off for goods to make them feel great. For example, De’Longhi Is turning the everyday cup of coffee into a luxury experience. For its first global campaign, the brand explored both the inherent luxury and convenience of brewing espresso at home. The De’Longhi team operates on the belief that it’s crucial to celebrate and stay true to brand heritage, but it’s also important to move with the times and curate a brand experience that resonates with the culture of today. This example blurs the line of convenience and luxe and leads me to believe that in wake of the pandemic, consumers and brands are searching for ways to elevate everyday experiences that in the past have seemed mundane.
3. FITNESS BUT MAKE IT LUXURIOUS
Dior is collaborating with Technogym to release a limited-edition range of fitness equipment. The pandemic has caused a surge in home fitness, and in general pushed wellness to the forefront — this line caters to the consumer demand whilst also bringing an element of luxury. The collection is a range of equipment, including a gym ball, dumbbells, multifunctional weight bench, and treadmill — all in Dior’s signature style and adorned with the iconic lucky star symbol associated with founder Christian Dior. The limited-edition range combines fitness innovation with Dior’s “unique allure,” says Nerio Alessandri, Technogym founder, and the line has been “created to inspire the concept of wellness with new generations.”
4. BLACK GIRL LUXURY
Black women, who are traditionally deprived of luxury living and excluded from luxury advertisements, have started to enjoy luxury and share their experiences across social media. On TikTok, #BlackGirlLuxury has over 131M views of Black women sharing their luxury fashion and beauty shopping, purchasing, and self-care experiences. Similarly, on Instagram, #BlackGirlLuxury has over 38.2K posts of Black women sharing their luxury fashion and beauty purchases. This trend has led to a ton of organic communities growing, Instagram community @blackgirlssmellgood with almost 40K followers. Brands should take note of this trend and look for ways to include traditionally underrepresented groups of people in their marketing strategies.
5. EXPERIENCE LUXURY IRL
Gucci launched Gucci Circolo, a hangout in London, to celebrate its 100-year anniversary. It is a multisensory space, comprising a boutique, cafe, and bookstore. This is an example of how brands can create IRL experiences for customers in an age when retail is dominated by e-commerce. Whilst many luxury brands have made a foray into digital spheres and the metaverse, Gucci is celebrating its 100-year anniversary with an old-fashioned physical space.
6. NEW GENERATION OF LUXURY CONSUMERS
Millennials and Generation Z consumers are driving 85 percent of global luxury sales growth, their expectation for luxury brands to be aligned with their values becomes increasingly important. The younger affluent generations are more conscious of the environmental and social impact of their purchase decisions and are more likely to buy from a brand that resonates with their own personal values. High-end brands that want to retain their status in the luxury market need to evolve to keep up with this growing trend towards ethical and sustainable luxury.
TAKEAWAY:
Whether it’s coffee or fashion, it seems that luxury is here to stay for brands and consumers alike. Which leads me to my question, “What does luxury really mean in 2021?” According to Webster, luxury is defined as “a condition or situation of great comfort, ease, and wealth.” As the world continues to shift during and post-pandemic, we will continue to see changes in how luxury is defined.
