Provocative large-scale Suit Supply brand advertising images depicting a man and woman French kissing in shop windows near Regent Street in London. Photo by Mike Kemp/In Pictures via Getty Images.
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The second Gilded Age? It’s not quite as gilded, at least on the outside. In recent decades, luxury has evolved from a surface transactional experience to one focused on longevity, wellness and intense experiences. Consumer values have driven the shift, especially among younger generations. They’ve doubled down on authenticity, sustainability and meaningful connections.
Emotion is the engine behind luxury’s new branding. Far from hedonist escapism, this kind of indulgence targets the psyche. When it’s most successful, it burrows deep, evoking nothing short of wonder.
Brands are increasingly building such experiences into products and services. They target “the science behind awe—that feeling you get when you’re standing in front of something bigger than yourself,” says Alex Hawkins, director of strategic foresight at the Future Laboratory, a consultancy marketing firm with offices in London, New York, São Paulo and Melbourne.
Luxury’s New Feel Good Aspirational Model
For consumers, moments of wonder—triggered by nature, art, spirituality and connection, deepen a sense of belonging.
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To further his point, Hawkins refers to Dacher Keltner’s book, “Awe: The New Science of Everyday Wonder and How It Can Transform Your Life.” Keltner examines the effects of awe on human well-being, creativity and social connection, citing research and anecdotes. Moments of wonder—triggered by nature, art, spirituality and connection—deepen a sense of belonging.
Pair that with high-end amenities delivered with a consummate service model, and brands hit the sweet spot of what today’s luxury consumer searches for.
“Feeling deeply is becoming a form of luxury,” Hawkins says. “Feeling good, rather than just looking good, is aspirational.” The concept is explored in the report, New Codes of Luxury: Longevity & Wellbeing Strategies, created by the Future Laboratory in collaboration with the Together Group, a collective of creative consultancies.
Keltner and others say experiences are more memorable if associated with potent feelings of joy or wonder. Recognizing this powerful—and lucrative—trigger, brands have shifted to emotional storytelling when conveying a sense of identity.
Vietnam, Ho Chi Minh City, Saigon, Louis Vuitton Store.
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Louis Vuitton was among the first to recognize how crucial a deep emotional connection is to a brand; the company launched its Travel Book collection in 2013. Artists are commissioned to capture the essence of cities through artworks that are compiled into high-end books. Congolese painter Chéri Samba, for example, captured Paris with his deeply hued surreal images. His work is now in the Paris-based Fondation Louis Vuitton, which promotes the arts, located in a Frank Gehry-designed building.
The striking building and the museum are additional ways Louis Vuitton extended its reach into the arts, linking profound emotional connections to its brand.
Luxury Scents Now Tell Stories
Luxury scents often link to trends in ritual and mindfulness practices: meditation, yoga and sleep routines.
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“Personal fragrance is another interesting example,” adds Hawkins. “It’s now being positioned as a wellness tool, not just as a beauty product. Scent is incredibly evocative.” Brands use scents to trigger specific emotions and stimulate certain parts of the brain for a desired effect, he says.
Such scents link to trends in ritual and mindfulness practices: meditation, yoga and sleep routines. Or they enhance moods, and claim to reduce stress or tighten the ability to focus.
One example: Diptyque’s “Les Mondes de Diptyque” candle collection. The five candles (from tree moss to orange blossom scents) represent “a tale transformed into scents … telling of secret and miraculous places, of nature and culture, working as one to captivate the senses,” according to the product’s marketing copy.
The Parisian company elevated the simple task of lighting a candle to a higher plane: “Light a candle and feel the beauty of the world.” French perfumer Olivia Giacobetti creates the scents and Italian designer Cristina Celestino designs the oval glass containers. The candles are priced at $285; refills cost $123.
Haute fashion houses like Fendi, Cavalli and Armani have entered the branded residence market.
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The New Codes of Luxury report cites “the total experience” that purveyors of luxury aim to conjure for consumers. “Beyond owning goods, consumers want to enter curated worlds that resonate on a personal and cultural level,” states the report. Those worlds are nearly always associated with brands. Over three-quarters of luxury consumers highly value being part of a brand’s community, according to the Global Wellness Institute.
That trend is perhaps most striking as seen in branded residences, which are gaining in popularity. While luxury hotels lead the market, haute fashion houses (Fendi, Cavalli, Armani) and top-notch automotive brands (Aston Martin, Bentley, Porsche) have built towers that lure customers with high brand loyalty.
The branded residence trend accelerated in 2020; the industry is now valued at $66 billion worldwide, according to Luxonomy, which studies luxury trends. Dubai and Miami are hot spots, although Asia has seen an uptick in interest.
A Well-Lived Older Age Is Now A Luxury Status Symbol
Living luxuriously well into older age is a new signifier of privilege.
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Having a luxurious, deeply-felt lifestyle is one thing. But extending the pleasure into older age marks a new signifier of privilege, according to the New Codes of Luxury report. “Surging interest in longevity is rewriting the luxury playbook across beauty, health and hospitality,” states the report. The trend largely involves integrating such service as spas, wellness facilities and food and beverage venues into personalized programs.
An example: Geneva’s Mandarin Oriental, which partners with CENAS, a Swiss sleep center. Guests can sign up for polysomnographic tests that diagnose sleep disorders. After analysis, they receive write-ups and consultations that help maximize sleep and energy levels.
Biohacking is a fancy term for lifestyle modifications that include cutting down on alcohol or coffee, incorporating intermittent fasting and strapping on devices that monitor body functions. According to Nova One Advisor, which reports on market research, the market is valued at $16 billion and is expected to grow 20% each year through 2030.
“EXQ Equinox” is a prime example of a biohacking service, offered by Equinox fitness centers for an annual fee of $40,000. The program includes more than 100 trackers for such biomarkers as hormones, nutrients and metabolic conditioning. Personal coaches skilled in health, sleep and nutrition also advise clients.
‘High-Touch’ Hospitality Is The New Standard
More than 75% of customers now expect personalization when interacting with brands.
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Hyper-personalization has become the new standard of exclusivity in luxurious experiences that target emotions. More than 75% of customers now expect personalization when interacting with brands, according to Zendesk, a data collection firm. Brands that deliver are 70% more likely to cash in on brand loyalty, according to Deloitte.
An example: the Ritz-Carlton Residences’ “Experience Studio,” which caters to guests’ varied and minute tastes. Guests are matched with teams dedicated to fulfilling most any desire: catered meals, private boat excursions with a storytelling captain at the helm, an anniversary dinner on a private balcony, or just a dog walker.
Many luxury brands now combine high-touch with high-touch as they integrate AI into product recommendations that cater to guest preferences. Hotels excel in the field, but fashion houses—Gucci, Chanel, and Louis Vuitton—have also leveraged the technology to deliver signature offerings.