The Luxury Report 2019: Redefining The Future Meaning Of Luxury.

Dr. Martina Olbert
9 min readJun 14, 2019

The recent global social, economic and political events have rewritten the rules of the luxury game for good. Traditional luxury brands are finding it difficult to adjust to this altered reality as the new normal. But all is not lost. Luxury brands can respond to these new threats and challenges by learning how to navigate the invisible streams of Culture on a strategic level. This report explores how the five key cultural shifts are reshaping the global face of luxury today and how embracing the newly emerging cultural meaning of luxury can help brands regain cultural relevance, transform value and drive meaningful growth in the 21st century.

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Hello, and Welcome to The Luxury Report 2019!

The world of luxury is changing beyond recognition and it’s harder for brands to remain relevant today. This is twice as true for the luxury brands whose very existence is tied to their cultural and symbolic value. When brands are at odds with Culture, they can lose their value even if their legacy stays strong. This affects luxury and premium sectors far more than any other category simply because they have a lot more to lose. Meaning decides whether the brand thrives, plummets or faces unforeseen challenges.

Luxury is all about meaning: the very essence of luxury is based on the inflation of its symbolic value over the functional value of its goods and services. Luxury costs more simply because it means more. This is why luxury brands can no longer take their past prominence for granted and instead need to look for new avenues of relevance, value and growth in better alignment with the Culture.

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Dr. Martina Olbert

Humanist, Futurist, Thinker, Speaker, Strategist, and Social scientist. Laying foundations for Humanistic Capitalism using business to drive social change.