The new rules of luxury and premium branding

Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • In recent years the traditional price/status hierarchy has broken down – mid-market brands have suffered as consumers trade both up and down.
  • Status has become less about what you have and more about who you are.
  • Two thirds of consumers not only say they want sustainable products or experiences but actively switch to boycott a brand based on their sustainability credentials – companies are therefore growing increasingly conscious of their role in sustainability and building it into...
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Insights Team
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