The New Black
June 18, 2013
As I was cruising down the highway, I passed the not-so-glamorous Newark Liberty Airport, and luxury came calling. Was it ironic that I was in a black, luxury crossover? Maybe.
As I was cruising down the highway, I passed the not-so-glamorous Newark Liberty Airport, and luxury came calling. Was it ironic that I was in a black, luxury crossover? Maybe.
Gone are the days of “prestige” and “social status” as indicators of desirability in luxury brands—millennials want authenticity, singularity, and social value from the brands we choose to champion.
As a luxury brand, it is easy to rest on the laurels of everything you have done right. Maybe your retail strategy is exceptional, or you’ve launched a cutting-edge experiential Website.