Design

 

Most clothing and accessory brands of today have a history of 100-200 years. These are centered around creative craftsmen founders from Europe. Hermes, Louis Vuitton, Chanel, Dior, Armani, Cartier, Versace are luxury icons of this type. Similarly, Swiss watch and jewellery brands, Italian coachbuilders turned car designers have been around for a couple of hundred years and were also founded by visionary craftsmen par excellence. These brands have been continuously reinvented through storytelling and modern design.

Thus we have inherited the heritage model of luxury which is reshaped by geographic, technological and ecological forces. Fashion labels are quick to change to keep pace with the times, but other products and automobiles are evolving quite slowly.

A buyer group is emerging in the developing countries which demands original stories which it can culturally relate to and not just be content with the brand heritage. Thus luxury industry is experiencing a shift from exclusive to inclusive design. A new idiom of  ‘affordable luxury’  has emerged. Instead of elitist brands, consumers need socially and ecologically responsible brands. Yes, there is resistance to change. Some do not want to change. However, the rigid will become irrelevant.

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