Category
Fashion
Scaled Restraint
Trend cluster
Category
Expanded
Luxury
Designer brands enter the lifestyle space to better align with customer values.
4.5
Trend score
Trend
What is the Expanded Luxury trend?
Expanded Luxury: Luxury fashion houses are entering the lifestyle space, particularly as it relates to discovery and self-improvement, in a variety of ways–whether that involves travel or social/political affiliations.
Insight
The consumer insight behind the Expanded Luxury trend
Due to increasing conversations online surrounding individual beliefs and principles, today's younger consumer often cares more about the values of a brand than its products or services. As a result, these Gen Z and younger Millennial consumers respond more positively to brands that align with their personal values and rituals.
Trend themes
Themes within the Expanded Luxury trend
Three behaviours holding the trend together01
Values-based Branding
Luxury fashion brands are entering the lifestyle space and aligning with customers' personal values and beliefs to respond more positively and build their brand identity.
02
Luxury Sportswear
Luxury brands are creating sporting goods with higher-end price tags to offer consumers a lavish lifestyle, creating opportunities for wearables and collaborations with fitness centers.
03
Fashion History Education
Luxury fashion brands are creating educational travel apps and virtual experiences to showcase their heritage and history, highlighting the need for AR and VR implementations within fashion and retail industries.
Industry implications
What the Expanded Luxury trend means for industry
Where the trend changes the playbookFor
Fashion
Expanding luxury into lifestyle space can broaden customer base and increase brand loyalty by creating a strong narrative and values-based brand identity.
For
Fitness
Collaboration opportunities are available between luxury brands and fitness centers for branding and creating exclusive luxury sportswear lines catering to high-end athletes.
For
Travel and Hospitality
Luxury fashion hotels and travel apps provide opportunities for both branding and educational experiences, advocating for unique marketing strategies and customers engagement.
Workshop question
How could your brand expand its partnerships to better cater to the Millennial and Gen Z consumer?
Trend signals
Trend signals for Expanded Luxury
Trend score 4.5 out of 10, from popularity 55%, activity 71%, freshness 8%.
Popularity55%
Activity71%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Expanded Luxury trend
4 featured examples from Dec 28, 2017 to Jan 30, 2019CategoryLifestyle
Luxury Sporting Equipment Lines
Chanel's Sporting Accessories are for the High-End Athlete
Luxury goods companies can innovate by expanding their product lines into the sporting industry for added revenue streams.
CategoryLuxury
Philanthropic Fashion Brands
Nonich is Looking to Change the Perception of Luxury Fashion
Luxury retailers can benefit from selling Nonich's unique anime-inspired streetwear with philanthropic underpinnings.
CategoryLuxury
Fashion History Travel Apps
Alessandro Michele Broadens Gucci's Efforts with the Gucci Places App
Luxury fashion brands can leverage the trend of fashion history travel apps to create immersive brand experiences and connect with their customers on a deeper level.
CategoryMarketing
Expansive Beauty-Based Hotels
The YSL Beauty Hotel is Opening in New York City
The beauty and cosmetics industry can explore opportunities to create immersive brand experiences through hospitality ventures, like beauty-focused hotels.
