Luxury Insiders

Brands like Fenty, I.AM.GIA or Reformation have made a name for themselves by revolutionising the luxury sector. They have developed a strong presence through celebrities, but also on Instagram with millions of followers.They are not luxury brands but compete by targeting the same customers and offering similar prices. In a recent article, young people from Generation Z were asked which luxury brands they admire, and Rihanna's Fenty or Pharrell Williams' Billionaire Boys Club, in the same category as Off-White, came out on top. Thus the notion of luxury is evolving and becoming ambiguous.  Off-White is an Italian clothing and accessories brand founded by American businessman Virgil Abloh. The brand is part of the high-end streetwear wave. Indeed, the brand's name relies heavily on shades of colour and Virgil Abloh wanted to target all kinds of customers without making a difference in terms of religion, origin or body type among his customers. Let's take a moment to intr...

Year after year, millennials are changing the definition of luxury.  This new generation, which brands are fighting for, is different from traditional luxury consumers in their buying habits and in the values that drive them. Beyond sustainable development and environmental issues, diversity and inclusiveness have become fundamental themes. Let's dive a little deeper into two key elements that highlight the main differences between the new generation and those that came before it. ______________________________________________ SUSTAINABILITY AND TRANSPARENCY  Millennials are a generation of customers that cares for sustainability, for the environment and for ethical issues. Take for example the number of marches organized by youth calling for equality between men and women or to make people aware about the climate crisis. It goes without saying that the luxury industry, as any other industry, is deeply influenced by this evolution. Before, luxury customers would seek for produ...

Have you ever heard of FARFETCH?  Gathering over 1’300 of the world’s best brands, this online luxury retailer, present in more than 190 countries, portrays itself as the leading global platform for the luxury fashion industry.   Founded in 2007 by Portuguese entrepreneur José Neves, the main goal of FARFETCH was to overcome the changes in local customs and enable small independent boutiques to become market players while retaining their physical shops and their own visual identity. Although in line with the current societal evolution towards digital markets and technology, is this approach sustainable for the luxury industry? Can the consumer experience in the luxury industry be reinvented?   Despite the fact that the luxury industry does not set a strong emphasis on online sales, Farfetch has developed by focusing only on this channel of distribution. The disruptive aspect comes from the fact that typically, luxury businesses do not want to delegate the sale or delivery...