Luxury Is About Intimacy With A Brand
I think that the idea of luxury probably used to mean, or have a one to one relationship with status, which is why I think probably it’s a dirty word in a certain sense for maybe a younger generation.
I think that the idea of luxury has really transformed to a sense of discovery. I think of it like music. People really want to discover brands. They want to have a direct relationship with them. They’re much less interested. The consumer is in mass. They want a sense of intimacy.