Deeper luxury

I found this report very interesting reading. Deeper Luxury takes an in-depth look at the luxury brands market and some of the challenges and opportunities the issue of sustainability raises in this sector.

"We observe shifts in the luxury paradigm, emerging from major changes in social dynamics. In the future the highest quality product or service will be the one that generates the most benefit to all involved in it's production and trade. Consumers' knowledge of that benefit will be essential to their elite experience, and the prestige ascribed to them by their peers. In future, luxury brands could represent the greatest positive contribution any product or service could make to people and planet: they would identify the luxury consumer as a person who has both the means and the motivation to ensure that others do not suffer. The deeper and more authentic approach to luxury would require truly excellent social and environmental performance; consumers expect excellence in this, because they expect it in all aspects of a luxury brand."

I love the fact that they've chosen focus on topics such as celebrity endorsement, dedicating specific guidelines to this area. There are so many examples of celebrities making ill-advised decisions that are totally out of touch with shifting consumer opinion. I cringe every time I flick through the glossy magazines and see the face of some sports personality hawking sunglasses or perfume. It's just seems so shallow. I also love the fact that they've chosen not to overlook the importance of emerging luxury markets too. Factoring these issues in makes it a much richer document.

Download DeeperluxuryReport.pdf

Comments

[Natalia]

Hello!
My name is Natalia, I am 30, and I am creative director in Young and Rubicam Madrid. I am just writing here cause i dont know how I ended up in this blog!, and suddenly discover that the WWF print is graphically very similar to the one I did two years ago for "Survival international" ; it was call "Roots" and won silver lyon in cannes.

Is this print from your agengy?
I am very interested in Danish creativity, cause I am in love with Denmark, and I will really like to work there for a short period of time on the future.

I am really interested in wich one is the most creative boutique there?

Thanks, and regards from Spain

Natalia

[Andrew Smart]

Hello Natalia,

I am sorry I can't help you with the design question. We were not involved in the production of this report.

If you're coming to Denmark do give me a call and maybe we can drink a coffee together and chat.

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[New Jordans]

It's great to hear from you and see what you've been up to. This blog makes me realize the energy of words and pictures. Keep coming up with ideas.

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The consumption of luxury products it's kinda weird, it needs a deep study to clear all doubts.

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Why people spends their money in these kind of products,it's a real shame for our society.

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Deeper and more realistic approach would require the luxury of really excellent social and environmental performance, consumers are waiting for the excellence of this.