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LUXURY CONTINUES TO BE RELEVANT
From financial or general interest magazines to industry journals: all of them have featured articles about the luxury market. In PROMOSTYL’s Summer 2008 Influences Trendbook, published in July 2006, the keyword in all four of the season’s themes was LUXURY: an outrageous, excessive luxury, capable of fulfilling our wildest dreams and impressing a well-informed and ultra-demanding consumer.
Promostyl examines various elements of the LUXURY theme:
1)Modern and hi-tech, the luxury theme can be seen in cutting-edge technology products, where mobile phones, computers and televisions are treated like luxury jewellery.
The wealthier inhabitants of the world’s big metropolises travel first-class and demand second-to-non service. Even low-cost airlines are introducing affordable luxury with a business-class option between Paris and New York.
In the home, a new timeless beauty is emerging in architecture, décor, furniture, fittings and table wear.
2) There is a return to the luxury of well-being and healthy living, going back to nature and the simple things in life, along with an awareness of living greener and changing our consumer habits to a more ethical approach. In the housing sector, we are seeing the return of properties constructed from wood and even tree dwellings. City-inhabitants are taking to their bicycles, exemplified by the Velib free bike program in France.
Sporting trends are heading to the mountains, with summer hiking and alpine climbing gaining in popularity.
With the exception of eco-friendly fabrics, we are seeing ultra-resistant shells or weather-reactive fabrics in a sophisticated yet functional techno-wear style, exemplified by the partnership of James Dyson and Issey Miyake.
3) Experimental luxury combined with bizarre and surreal elements. We are seeing a style resembling a baroque extravaganza where fabrics are often silicone or gel-based like an organic design exploring loose forms, resembling a new type of scientific Art Nouveau. An Alien style used in decoration, design or even in cooking (molecular gastronomy).
4) Luxury based on symbolism, founded in African heritage, where raw soberness meets baroque; where materials can be home-made and noble (polished woods, gold and copper). It’s art which speaks of both contemporary and ancient; luxury without the bling.
Finally, the ultimate in high-end can be seen in the ultra-luxury or über-premium market aimed at the UHNWI (ultra-high net-worth individuals) clientele. The aim of this niche luxury market is to differentiate itself from the middle-luxury market, which many luxury brands have expanded into through various accessories collections. This is a market Promostyl will continue to monitor.
The wealthier inhabitants of the world’s big metropolises travel first-class and demand second-to-non service. Even low-cost airlines are introducing affordable luxury with a business-class option between Paris and New York.
In the home, a new timeless beauty is emerging in architecture, décor, furniture, fittings and table wear.
2) There is a return to the luxury of well-being and healthy living, going back to nature and the simple things in life, along with an awareness of living greener and changing our consumer habits to a more ethical approach. In the housing sector, we are seeing the return of properties constructed from wood and even tree dwellings. City-inhabitants are taking to their bicycles, exemplified by the Velib free bike program in France.
Sporting trends are heading to the mountains, with summer hiking and alpine climbing gaining in popularity.
With the exception of eco-friendly fabrics, we are seeing ultra-resistant shells or weather-reactive fabrics in a sophisticated yet functional techno-wear style, exemplified by the partnership of James Dyson and Issey Miyake.
3) Experimental luxury combined with bizarre and surreal elements. We are seeing a style resembling a baroque extravaganza where fabrics are often silicone or gel-based like an organic design exploring loose forms, resembling a new type of scientific Art Nouveau. An Alien style used in decoration, design or even in cooking (molecular gastronomy).
4) Luxury based on symbolism, founded in African heritage, where raw soberness meets baroque; where materials can be home-made and noble (polished woods, gold and copper). It’s art which speaks of both contemporary and ancient; luxury without the bling.
Finally, the ultimate in high-end can be seen in the ultra-luxury or über-premium market aimed at the UHNWI (ultra-high net-worth individuals) clientele. The aim of this niche luxury market is to differentiate itself from the middle-luxury market, which many luxury brands have expanded into through various accessories collections. This is a market Promostyl will continue to monitor.
