DANIEL KORKHOV’s Post

Luxury is evolving. Once, it was defined by rarity, exclusivity, or price. Today, it is defined by meaning. Modern consumers no longer see luxury as simply owning something beautiful or expensive. True luxury is knowing that what you buy contributes to something larger: sustainability, empowerment, or cultural preservation. Why Purpose Defines the Future Conscious Consumption - Audiences, especially younger generations, want brands that align with their values. They see their purchases as votes for the world they want to live in. Trust Through Transparency - When a brand pairs luxury with responsibility, it signals integrity. That trust becomes harder to break than any advertising promise. Longevity Over Trends - Products tied to purpose endure. They aren’t just momentary indulgences; they become part of cultural and emotional memory. The Misconception - Too many brands treat “purpose” as a marketing campaign, a seasonal CSR activity or a one-off social post. But purpose cannot be an afterthought. It has to be woven into the brand’s DNA. The Redefinition of Luxury - Luxury today is not about having more. It’s about having better stories, better ethics, better impact. When a brand can stand for both beauty and responsibility, it no longer competes on price or exclusivity. It competes on values. ✨ The most extraordinary luxury of our time is meaning. And the brands that understand this will lead the future. #aiforbrands #future #RedefinitionofLuxury

The landscape of luxury is transforming, and it's a shift worth noting! For too long, luxury has been narrowly defined by opulent aesthetics or unattainable exclusivity. While beauty and rarity still hold their place, a new paradigm is emerging – one where true luxury is increasingly measured by connection, purpose, and impact. Consumers are seeking deeper meaning in their purchases and experiences. They want to connect with brands that align with their values, support ethical practices, and contribute positively to the world. It's about the story behind the product, the genuine craftsmanship, the sustainable sourcing, and the positive ripple effect it creates. This evolution challenges businesses across all sectors to re-evaluate their offerings. How can we build stronger connections with our audience? What purpose does our brand serve beyond profit? What kind of impact do we want to make? Embracing this new definition of luxury isn't just a trend; it's a pathway to more meaningful engagement and sustainable success. #EvolvingLuxury #PurposeDriven #SustainableLuxury #ConsciousConsumerism #BrandValues #ImpactDriven #FutureOfLuxury

At World Luxury Chamber of Commerce, we’ve had the privilege of witnessing firsthand how the luxury landscape is evolving. One thing is clear: luxury is no longer defined by products alone; it’s shaped by the experiences, values, and meaningful connections that brands create. That’s why we’re thrilled to present the 𝟮𝟬𝟮𝟱 𝗟𝘂𝘅𝘂𝗿𝘆 𝗟𝗲𝗮𝗱𝗲𝗿 𝗠𝗶𝗻𝗶 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗥𝗲𝗽𝗼𝗿𝘁 - a data-driven look at the priorities of C-level executives, founders, and innovators driving change across real estate, hospitality, fashion, private wealth, and more. Key signals shaping 2025: 📌 Personalization is no longer optional - it’s expected 📌 Sustainability has moved from strategy to standard 📌 Client experience, both digital and physical, is now the battleground for loyalty What makes this report truly unique are the exclusive insights from industry leaders like Alberto Monzonís Comes, Davlynne Lidbetter, Josephine Vasquez Goñi, and Vasco Varela. A special thank you to them for sharing their perspectives and helping define where luxury is headed next. This isn’t theory - it’s intelligence from the very people shaping the future of luxury. 🔗 𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗿𝗲𝗽𝗼𝗿𝘁 𝗵𝗲𝗿𝗲: https://lnkd.in/dpnV3RW6

Ever wondered what really defines a luxury brand beyond the logo or price tag? Luxury is more than exclusivity; it’s heritage, craftsmanship, and the stories brands tell. From meticulous attention to detail to emotional connections with customers, the most iconic brands create experiences that go beyond products. ✨ In this carousel, I break down 3 pillars that make a brand truly luxurious: 1️⃣ Heritage & Craftsmanship 2️⃣ Exclusivity & Storytelling 3️⃣ Emotional Connection Whether you’re a marketer, brand enthusiast, or luxury lover, understanding these pillars is key to building or appreciating luxury brands today. Which of these pillars resonates most with you? Drop your thoughts below 👇 #LuxuryMarketing #BrandStrategy #LuxuryBrands #FashionMarketing #MarketingInsights #LuxuryLifestyle #BrandManagement #LuxuryBusiness #DesignerBrands #MarketingTips

Why does Hermès keep out-performing when the rest of luxury is under pressure? Because Hermès doesn’t just sell products. It engineers scarcity and crafts memories. Recent results, reported in Jing Daily, show a 9% lift in Q2 revenue despite headwinds in the broader luxury market. While other brands falter, Hermès leans into its signature values: craftsmanship, heritage, exclusivity. A Birkin bag is more than leather and stitching. It’s the story of a house that started in a wool mill in Trivero, the patience to wait months for craft, the social currency of rarity. These elements aren’t by-products. They are deliberate strategy. And in this retail moment, brands that succeed understand this truth: shoppers don’t buy what you make, they buy why you make it and how you make them feel. Enter a Hermès boutique and you’re not encountering inventory. You’re entering an experience tailor-made to create lasting memory, whether you buy or just browse. That is the resilience that builds brand equity, not just revenue. There is a lesson not just for luxury at large, but for travel retail specifically: 🌟 Embrace scarcity. When supply is tightly managed and demand remains high, the emotion of acquisition becomes part of the offer 🌟 Craft emotional journeys. From atmosphere to service, remember it’s the feeling you leave with—not just the item in your hand. 🌟 Build more than transactions. In airports, in malls, in pop-ups, make your space one people choose to enter. The product then becomes the memento of belonging. In a world where brands chase volume, Hermès chooses focus. Where others shout louder, it speaks to fewer, but deeper. That distinction won’t vanish when headwinds arrive. Because true luxury isn’t simply about owning something desirable; it’s about experiencing something unforgettable. Read more: https://lnkd.in/emiqG4kr #LuxuryRetail #BrandStorytelling #Hermès #CustomerExperience #LuxuryStrategy #EmotionalConnection #TravelRetail

If your brand is trying to be everywhere, it’s already losing its luxury. True luxury has never been about mass exposure. It whispers status to the few, it doesn’t beg for attention. The greatest maisons were never chasing visibility. They didn’t try to dress an entire village. They were known only by royalty, by the very select few who mattered. That’s what made them untouchable. Today, too many brands confuse ads with aspiration. But mass visibility kills desirability. Luxury isn’t built by being seen everywhere. It’s built by being desired by the right ones. #LuxuryStrategy #BrandExclusivity #HighEndBrands #LuxuryInsights #CulturalCapital

Luxury is not managed like any other category. Why? Because luxury is not about function. It is about access to a dream. This dream is built on two dimensions: ✨ Social – Luxury creates distance, confers status, and plays with implicit hierarchies. ✨ Sensorial – Luxury objects seduce through multisensory allure, far beyond utility. But here lies the paradox: awareness is essential, yet diffusion kills the dream. Dubois & Paternault (1995) captured this with the Luxury Dream Equation: Dream = Awareness – Purchase The dream grows when many know the brand, but only a few can access it. 📊 The framework of the Four Typical Situations (see chart below) illustrates this balance: - If awareness is low, the dream cannot exist. - If purchases are too high relative to awareness, exclusivity fades. - The dream thrives only where there is a gap between those who know and those who can. That is why luxury management requires: ✔️ Building strong awareness through media and cultural presence. ✔️ Protecting exclusivity with pricing, selective distribution, and controlled access. ✔️ Cultivating the right distance — visible enough to inspire, rare enough to desire. Luxury is not for everyone. But everyone must know it exists. That is the essence of the dream. #LuxuryManagement #LuxuryBrands #LuxuryStrategy #LuxuryMarketing #BrandManagement #Exclusivity #DreamMakers #BrandAwareness #DesireCreation #LuxuryExperience #BrandEquity #PrestigeBranding #LuxuryBusiness #LuxuryMiddleEast #MiddleEastLuxury

DISSONANCES, RÉSONANCE ET NOUVEAU(X) LUXE(S) by Ipsos. The market research consultancy presented survey findings at the Sorbonne conference, based on 🌏 1,500 affluent consumers in 🇺🇸 , 🇫🇷 , and 🇨🇳 . Luxury finds resilience amid transformation and shifting consumer values. → Among consumers under 34, 39% in China, 47% in France, and 65% in the U.S. report a growing desire to acquire luxury goods. → 73% of Americans and 70% of French respondents believe luxury prices are excessive relative to quality, compared to 43% in China. → When asked whether they prefer a luxury product (e.g. bag) or a memorable experience (e.g. trip), 86% in France and the U.S. choose the experience. 🚩The numbers paint a vivid picture: luxury still commands DESIRE, but EXPECTATIONS are shifting. 🎱 SO WHAT DOES THIS MEAN FOR BRANDS? I. Rethink value — not just as price, but as emotional impact II. Lean into experiential luxury — go beyond the product III. Be transparent and intentional — people notice what they pay for IV. Redefine exclusivity — make it about access, not just price IN SHORT: luxury’s appeal is intact, but the rules have shifted. The future belongs to brands that can blend prestige with PURPOSE, EMOTION and CULTURE RELEVANCE. 🙌🏼The takeaway? Luxury must evolve from symbol → story. From status → meaning. #Luxury #BrandStrategy #ConsumerInsights #ConsumerResearch #LuxuryIndustry #Ipsos

Because desire is tied to value, not price. A 2025 McKinsey study shows that over 80% of luxury growth (2019–2023) came from price increases, not higher sales volume. In other words, true growth comes from creating value, not selling more pieces. Working closely with a premium (high ticket) school, I learned that luxury isn’t always about glamour. A luxury client doesn’t always seek extravagance or a fancy label, but they do have a high bar for detail. The same person who buys a designer bag might shop locally (and you might already be serving them without realizing it). In that school, families with access to luxury weren’t chasing status. Their true currency was trust, built through details, genuine care, and, of course, excellence in what we delivered. Three lessons from luxury anyone can apply: 1️⃣ Detail matters: small touches create delight and trust. 2️⃣ Personalization: listen, observe, and act intentionally. 3️⃣ Relationships first: connection before conversion. As my friend Amanda Correia, Head of Operations at LVMH, often reminds me: “A luxury journey must be silent, elegant, and indispensable.” That’s the essence of it: luxury isn’t loud, it’s built quietly through genuine experiences and lasting trust 😉. #CustomerExperience #CXinEducation #FamilyExperience #RelationshipMarketing #TrustMarketing