The boundaries between distinctive and affordable luxury have become flowing. It is at this transition, very difficult to define and, what is luxury and what is premium, apart from the super-luxury, such as a yacht. The term luxury has turned meaningless a little, because there is super-luxury, near luxury, affordable-luxury, ultra-premium, super premium and premium. For luxury brands, therefore, it has not become easier to position themselves clearly and distinguish them from competitors.
Customers are increasingly looking for brands that serve as part of a weave pattern for the construction of the self-serving ego, and this will be used as a form of framework for the development of their own personal lifestyles.
Brands, particularly luxury brands, are setting more distinctive features, during the construction of a possible self-image, the set of values, as modules for consumers, to express their personality.
The luxury brand today has to deliver content, to succeed sufficently, according to the four dimensions of „quality of experience“, „involvement“, „authenticity“, and „sustainability“. "
Increasingly important is the delivery of customer-relevant authentic brand stories, and the transformation of these into emotional and sensory learnings, experiences and feelings, that is, to create an emotional home.
Also, as a luxury brand manager you have to keep an eye, or better two ,on the subject of sustainability. The drivers, the inherent code for managing a luxury brand in the future, are still, the evolution of the substance, the ceaseless search for excellence,and the relentless pursuit of perfection.
Luxury brands are increasingly the platform and framework, similar to a stage of life, with relevance for their followers, a well garnished source of fiction and spirituality for their believers, and a weaving pattern for the evolution of their self-egos and personal lifestyles .