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The Lexicon of New Luxury

October 26, 2021

The Changing Definition of Luxury in 2021 / Vogue, Praachi Raniwala
The lexicon of the new luxury landscape expressed here uses such terms as “slow luxury”, “conscious over conspicuous” and “emotional intelligence”.  Some of the ideas expressed here have been building over the past few years and are what we have been identifying as the Transformation Economy – the rise of Transformation (personal, communal, global) as a higher-level value for a luxury consumer who is seeking substance as status.  Expressed skillfully, Ms. Raniwala’s article gives many examples of how the luxury industry is being reformed by a consumer base that is ready for brands that can offer radical authenticity and clearly defined values. “One thing is for certain: there’s no mindlessly rewinding to the old guard anymore. The way forward has been declared a more thoughtful one; particularly for the luxury industry.”
Read “The Changing Definition of Luxury in 2021” from Vogue here.

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As a New York City luxury marketing agency, The O Group has been building legendary brands for the past 35 years across the entire luxury sector including hospitality, home products and materials, fashion, luxury jewelry, fine spirits, food and wine. From our proprietary brand positioning and strategy to crafting essential creative assets needed for brand marketing and digital content, we collaborate with our clients on every part of their brand creation and experience. Our proven process has built a reputation for developing luxury branding that is disruptive, highly desirable and uniquely differentiated.