What does ‘luxury’ really mean?

The word “luxury” has been used to define many things. As we know, it’s been overextended. What’s in and out for brand-speak?

Out In
Luxury Authenticity
Decadent Discretion
Exquisite Quality
Lavish Sensitive
Extravagance Dependable
Glamour Exclusive
Flash Subtle

True luxury brands have remained above the fray, as their brand messaging and company legacy still hold appeal for the wealthiest percentage of the population. Those who have embraced the new vocabulary also find themselves in a good position as tenets like authenticity, quality and dependability are valued. In the future, luxury goods will be marketed to the Earnest Affluents exclusively, or those who can afford the investment.

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