We all want a bit of luxury in our lives — and probably even more so when finances are tight. But, what do we now view luxury to be? With advertising revenue down and luxury magazine titles closing, luxury brands are having to try and answer this question and find new forms of expression to redefine and reclarify their difference.
An uber-elite audience does, of course, still exist. They define themselves by the money they are spending and representing and the demand remains stronger than ever to capture their aspirational imaginations. D&G’s new Gold Edition Collection – a limited edition collection of aviator-style sunglasses and eyeglasses in 18-carat Gold is obviously aimed at this market.
The products — and the black and gold packaging — are expensive, elite and stylish but so predictable. D&G is pretty much just trading on its name and heritage. And now is simply not the time for flaunting. The future of luxury brands rests on how they behave and communicate. And actually luxury today is no longer just about ‘badging’ but about being more creative to truly forge a more intimate and honest connection.
Traditionally, luxury has always been about placing the brand on a pedestal and a sense of untouchability. But, ironically, it is touch – physical, mental and emotional – rather than untouchability that holds the key to their future success. The brand needs to ‘touch’ the consumer for them to ‘touch’, pick up and buy the product. It’s about involving, engaging, interacting and being intimate with the consumer through the packaging, POP and in the retail environment
Shigenobu Twilight by NY artist Anicka Yi and architect Maggie Peng uses three different notes of cedar wood in its composition with the packaging made of raw cedar wood; each bottle is uniquely hand-cut by the creators in architectural geometry.
D&G may claim a ‘limited edition’ tag but the offer still smacks of a ‘look-at-me’, homogenous mass communication. Shigenobu Twilight still has a fairly premium price point ($160) and this alone will undoubtedly be an attractive factor for the traditional luxury buyer. But, it also ticks all the boxes for the new definition of luxury founded on ‘touch’ and connection: handcrafted, natural, bespoke, personal and presenting a tactile and totally holistic brand experience…And such a deliciously different expression of luxury. Where the brave lead…?