The concept of luxury was seen as synonymous with ostentation and access to expensive products, often associated with highly prestigious brands. However, nowadays true luxury has come closer to exclusivity and inaccessibility, and the relationship that is built.
We are in an era in which sellers prioritize creating collections that are inaccessible to everyone, scarce, that cultivate a connection with those who buy them, and thus obtain an exclusive line. In this way, loyalty is created between the consumer and the brand, which not only increases its value, but also transforms each purchase into a unique experience.
True luxury does not lie in the power of accessibility, consumers are increasingly attracted by the difficulty of obtaining an exclusive product.
True luxury does not lie in the power of accessibility, consumers are increasingly attracted by the difficulty of obtaining an exclusive product.
Avoiding overexposure and restricting visibility are some of the techniques that brands use to seduce and, later, be seduced by buyers.
The new luxury is now exclusive, reserved for consumers who create a connection with the brand. It is a continuous dialogue, where the brand's values resonate with the consumer's identity, and redefine the meaning of luxury, which is no longer synonymous with just possessing.
Collaboration with Journalist Mariana Andrade, Prommotion Magazine.
Editorial supervision: Juliany Jorge.