What is today’s definition of luxury?

Daniel Dumoulin

Daniel Dumoulin, co-founder and director of Sundance Brand Agents, analyses the constantly changing perception of luxury and luxury goods, and sees a world in transition.

What is today's definition of luxury?

Daniel Dumoulin

The 1980s and 1990s saw a great increase in the development of luxury brands, strongly driven by the world of fashion and its extensions into previously 'foreign' territories such as home accessories (Armani Casa) and hotels (Versace).

Today, the democratisation of luxury brands raises an interesting challenge for the future. Indeed, many of the most powerful global players seem to have relied heavily on brand extension and the mass production and distribution of lower-range items to sustain and boost their growth. We have also seen new luxury, or what are perhaps 'pseudo-luxury'...

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