New luxury?

 

Timeless products, brand values, and excitement among buyers—new sales codes for brands.  

For several years now, the creative direction of certain globally positioned luxury brands has become clear: timelessness has made a strong comeback.

It seems strange that in a reality where the digital market is saturated and the average advertising impact a person receives throughout the day exceeds 3,000, according to experts, the products that are beginning to regain their place in the market are based on classic elements rather than extravagance.

So what's happening with statement pieces? The direction of the trends flooding the world's showcases? The campaigns starring celebrities? The breathtaking editorials by top photographers?

Well, all of the above has a clear objective: positioning fashion brands, strengthening branding, and generating content with the potential to go viral, generating echo among new generations, publicity in specialized media, and more.

But perhaps it is not the basis of the business in all cases.

And when trends begin to saturate the market, the brands that inspire the world seek new directions in what we know as luxury. Where can we find it? Probably in the very essence of each brand.

That said, according to industry and consumer experts, major global fashion brands are increasing their production of classic lines, reflecting the interest of thousands or millions of buyers in products with a longer shelf life.

Timelessness, then, plays a fundamental role. In other words, garments that are far removed from highly specific trends and that are more durable over time take on a new meaning for the buyer.

This is part of the new luxury: something that connects emotionally with people and can also become a long-term investment. While a garment, shoe, or piece of jewelry may reflect a specific trend, it will be those timeless products that will remain strong both in wardrobes and in sales for decades to come.

In addition to the product, brand identity

One of the key elements in building this new understanding is asking, what is the identity of each brand? Yes, fashion projects find specific foundations in their DNA: personality and values ​​linked to their product.

If buyers connect with this philosophy, luxury products take on a new meaning for them. Beyond pretentiousness or exclusivity, the products are designed to become fashion that is enjoyed and, above all, treasured over time. Congratulations!

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