How do brands become luxury?

I'm sure someone can give you a in-depth cultural explanation of that process but market-wise i think it's pretty straighforward. Luxury exists so people in certain circles can signal their status to others in their peer-group/social circle/society. read more

Most that has been written about luxury brands focuses on mainstream companies like Chanel, LV and Versace's of the world. This book goes more in-depth researching cult underground streetwear brands which don't fit the usual model of heritage+quality+high price. In my opinion the recipe for premium/luxury brand is: 1. read more

tl:dr: Clever marketing and PR can increase the perception of quality and rarity, which are cornerstones of a luxury/premium brand image. But the brand usually must have some observable advantages over the standard version of the product. read more

Luxury goods are the quintessentially modern products, charting the spread of wealth and aspiration to the most unlikely places. Campden looks at five things that luxury brands have to do if they are to flourish. read more