# Expanded Luxury Designer brands enter the lifestyle space to better align with customer values. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 30, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/expanded-luxury ## Key Figures - Trend score: 4.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 28, 2017 to Jan 30, 2019 - Published: Jan 30, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Expanded Luxury trend ### 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. ### 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. ### 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. ## What the Expanded Luxury trend means for industry ### For 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 for Expanded Luxury Trend score 4.5 out of 10, from popularity 55%, activity 71%, freshness 8%. - Popularity: 55% - Activity: 71% - Freshness: 8% ## Examples of the Expanded Luxury trend 4 featured examples from Dec 28, 2017 to Jan 30, 2019. - [Luxury Sporting Equipment Lines](https://www.trendhunter.com/trends/chanels-sporting-accessories): Chanel's Sporting Accessories are for the High-End Athlete (Category: Lifestyle) Implication: Luxury goods companies can innovate by expanding their product lines into the sporting industry for added revenue streams. - [Philanthropic Fashion Brands](https://www.trendhunter.com/trends/nonich): Nonich is Looking to Change the Perception of Luxury Fashion (Category: Luxury) Implication: Luxury retailers can benefit from selling Nonich's unique anime-inspired streetwear with philanthropic underpinnings. - [Fashion History Travel Apps](https://www.trendhunter.com/trends/gucci-places): Alessandro Michele Broadens Gucci's Efforts with the Gucci Places App (Category: Luxury) Implication: 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. - [Expansive Beauty-Based Hotels](https://www.trendhunter.com/trends/ysl-beauty-hotel): The YSL Beauty Hotel is Opening in New York City (Category: Marketing) Implication: The beauty and cosmetics industry can explore opportunities to create immersive brand experiences through hospitality ventures, like beauty-focused hotels. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)