PSFK's founder explains how as prestige brands struggle to remain relevant, more nimble and supportive companies are stepping in to offer true value to the top of the market

I recently wrote an opinion piece about the death of luxury which attracted some attention. The article focused on social and technical macro trends which were changing the concept of luxury, or at least in terms of what someone thinks of a luxurious product, experience or service.

Together with our PSFK Labs team, I have been working this year with a number of future-forward brands to help them think about their strategic options when it comes to making new products, services, marketing and retail. A couple of important themes have emerged across the varied work we have done for them.

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