The new rules of luxury and premium branding

Vicky Bullen and Elayne Read

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...

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