The broadening scope of luxury

Innovation and inspiration to kick start your week

The market for modest fashion is projected to grow to $484 billion by 2019 (Reuters, 2015). Cue the launch of The Modist, a fashion site looking to rebrand modesty as a personal style choice with less ties to religious beliefs. The site aims to be more than an e-commerce site, creating a hub of inspiration for likeminded and trend-conscious shoppers.
Household takeout: Niche product marketing can target underserved customer groups with high spending power, encouraging ‘made for-me’ brand loyalty.

Stella McCartney is challenging the traditional conventions of luxury with her new partnership with ‘Parley for the Oceans’. The label plans to begin using a yarn fibre created from recycled ocean plastic in designs as soon as Summer 2017. The new material will be indistinguishable as a substitute, with just a small label signaling the change in material and aiming to raise awareness for the cause.
Household takeout: With the changing luxury market customer perceptions are open to change. Using unusual materials or methods can distinguish your product whilst encouraging ethical luxury.

13% growth in the online luxury market in 2016. (Bain & Co, 2016)
Despite this 40 per cent of luxury brands don’t sell online at all (WSJ, 2015), due to the difficulty of translating this luxuryfeel online. LVMH’s newly launched e-commerce site 24 Sèvres aims to combat this with a rich visual experience, replicating their Parisian department store. Products are photographed against rich and colourful backgrounds and each month a new artist will create digital storytelling imagery to bring the site to life.
Household takeout: Lead with stunning imagery to drive appeal and encourage immersion into the brand world, rather than pushing a hard sell with specific product suggestions.

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