Luxury has entered a new era. Where once the industry celebrated visibility- logos, excess, conspicuous consumption- today’s luxury landscape is defined by something more nuanced: identity over insignia.
This isn’t the beige-clad “quiet luxury” aesthetic popularised by the Sky show, Succession. This is a fundamental shift in how wealth expresses itself and what luxury brands must deliver to meet it.
The modern luxury consumer isn’t abandoning expression. They’re rejecting performative wealth in favour of purchases that reflect who they are, not what they want to be seen as.
From ownership to access
We’re witnessing a transformation in what luxury buyers value. Fractional ownership of holiday homes and private jets is rising. High-end wine societies and curated membership clubs are flourishing. These aren’t budget-conscious compromises- they’re decisions made by people who could afford outright ownership.
Today’s wealthy consumers prioritise consistent access to elevated experiences over static possessions. A £50,000 fractional share in a Tuscan villa used four weeks annually delivers more value than a £2 million purchase used twice.
Art collecting follows the same pattern. Buyers are moving toward emerging artists and personal curation rather than blue-chip names purchased for status. The question isn’t “will people recognise this?” but “does this reflect my taste and values?”
What luxury brands are doing differently
Leading luxury houses are building ecosystems that reflect clear values and foster belonging. Fashion houses are hosting events for emerging designers, running artist residencies, and creating experiences that demonstrate their commitment to craft and innovation.
The rise of AI has created a paradox: as content becomes infinitely replicable, the un-replicable becomes more valuable. Luxury buyers are selecting brands led by people with discernment- hiring taste, expertise, and point of view they trust.
Five principles for positioning at premium price points
1. Define your values, then live them operationally
Your values must be evident in how you deliver service, who you collaborate with, and what you say no to. Luxury consumers identify performative values immediately.
2. Build for loyalty, not acquisition
Brands commanding premium prices aren’t chasing volume. They’re creating experiences so cohesive that clients become advocates. Retention is more profitable than constant acquisition.
3. Curate access, don’t create scarcity
Modern luxury isn’t about making things hard to get. It’s about thoughtful curation- bringing the right people into the right experiences. The goal is alignment, not artificial exclusivity.
4. Lead with perspective, not proof
Luxury buyers aren’t looking for credentials, they’re looking for discernment. Your expertise should be evident in how you see your field, what you recommend, and what you reject.
5. Create consistency across every touchpoint
From first inquiry to ongoing service, every interaction should reflect the same standard. Luxury is defined by the absence of friction and the presence of thoughtfulness.
As luxury moves from logos to identity, the businesses that will thrive are those with clear points of view and conviction to serve them fully. Modern luxury consumers don’t want more options. They want the right ones, presented by someone whose taste they trust.
About the expert
Rachel Pearson is a Global Brand & Business Strategist specialising in luxury positioning, helping established entrepreneurs scale through strategy and identity.
