Exclusivity and elitism – the two qualities that have been carefully preserved for years – have ceased to be a unique selling point for brands like Chanel, Dior, and Gucci. Everyone knew this would happen but no one expected the change to happen so quickly.
Social networks have drastically changed our lives – you just can’t live outside of the virtual flow of information nowadays. The worlds of art, innovation, and business – they all had to adapt to the fast-paced digital era.
Fashion luxury brands simply could not ignore the desire of customers to associate themselves with the brand in the virtual and real space. However, the luxury industry does not stand still, and in this article, we’ll look at 7 trends you should be aware of this year.
Main Luxury Trends of 2019
1. Focus on Millennials
Luxury brands want to remain relevant in today’s fashion world. Therefore, they increasingly focus on individual consumers and do their utmost to progressively interpret the idea of opulence. The new trend is to go beyond generationally-targeted boundaries to fully understand the modern luxury consumers’ mindset.
Millennials are the new driving force behind every single trend today. Their influence, needs, and values cause major fashion brands to rethink the concept of luxuriousness from the ground up – from presenting a brand to sustainable product development, business strategies, and marketing activity. The millennial generation will not even have to buy an essay if it does not match their lifestyle values.
2. Look Beyond Luxury
While fashion clothes and accessories get all the attention today, the future perception of luxury things is going to be fundamentally different. Modern well-to-do customers increasingly want innovative start-ups to capture their imagination.
A study by the Luxury Institute revealed that wealthy consumers are intrigued by new categories of luxury things, such as life extension technologies, VR gadgets with hyper-experimental options, neuroscience-based methods of increasing productivity, robotic health care, and journeys in gravity-free outer space. Rich people are no longer impressed by what they consider to be worldly luxury trends.
3. Sustainable Consumption
Sustainable consumption will become mainstream in 2019. That is why consumers require brands that will help them make a wise and more responsible choice.
Many famous designers and brands adhere to the policy of ‘sustainable fashion’ (otherwise known as ethical production). What it means is that the number of items in a collection will depend on how many of them will be bought with a 100% probability. Also, the policy guarantees humane working conditions in production facilities.
Some brands are even promoting the idea of recycling old clothes and turning them into new products. For example, Emma Watson took a walk down the 2016 Met Gala’s red carpet in a dress made from recycled plastic bottles by Calvin Klein and Eco-Age.
4. Alpha Growth
Alpha Growth is a volatility measure that indicates the ability of large companies to grow faster than their competitors over a long period. Brands like Louis Vuitton and Gucci are locked in a never-ending growth battle they have no intention of losing. Thus, they create a new market environment that promotes collaboration with consumers, influencers and other members of the brand’s global ecosystem.
A good example is the collaboration of Louis Vuitton with Supreme which is bound to trigger a global fashion frenzy in 2019. Gucci, in its turn, achieves the same result by continuing to extend creative boundaries, thus causing long lines to form outside their boutiques from New York to Hong Kong.
5. Unisex Products
Sportswear and unisex outfits are extremely popular nowadays. In 2019, the main promoters of this aesthetics will definitely be Maison Margiela, Louis Vuitton, and Givenchy. It’s hardly surprising then that large-sized jackets dominated the fashion weeks of the spring-summer season.
6. Hand-Made Art
The upsurge of new technologies and their growing prevalence are making simple handicraft techniques become a new luxury. While creating their collections, Jonathan Anderson from Loewe, Julie de Libran from Sonia Rykiel and Rio Uribe from Gypsy Sport thought about a technology-free future in which imperfect handicrafts will play the most important role.
Loewe’s macrame-woven bags extolled manual labor to the status of luxury goods, while Julie de Libran’s cute mesh dresses and Uribe’s knitted tops carry charming pastoral simplicity. Their authors believe that no technology can replace the warmth of hand-made art.
7. Fashion Escapism
Fashion designers offer to escape from reality with the help of new clothes and accessories. While creating spring/summer 2019 collections, many of them were inspired by distant countries and exotic cultures: Natasha Ramsay-Levy drew her inspiration from Ibiza, Veronica Etro got her creative juices flowing by watching bohemian surfer girls in California, and Tory Birch’s creativity was fuelled by her parents’ weekends in the Mediterranean.
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