BlackBook — India's Luxury Insider - December 2016

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Today, luxury is comfort. Luxury is attitude. And, now, luxury is a very complex topic. For too long a hefty price has been attached to luxury. Brands have begun understanding the folly of being too exclusive. Labels have not only introduced lower-value brand extensions but also sub-brands. Think Bulgari and closer home, couturiers Abu Jani and Sandeep Khosla. These brands hope that the aspirational customer will upgrade to full-scale luxe once they have the means and the desire. But will the young wealthy consumer buy into the conventional definition of luxury? Ad agency Moosylvania asked more than 1,500 millennials — defined as 16 to 36-year-olds — to vote for their favourite brands. While topping the list was Apple, Chanel and Ralph Lauren were the only two luxury brands to appear in the top 15. Is it art or spectacle that these young customers look for? Or does normcore appeal to them? In our anniversary issue we speak to 10 young guns who are inheritors of a luxury brand. Each articulates how he or she plans to take their family legacy to the next level, reaching out to younger customers, one designer sneaker step at a time! And, wishing all our dear readers a wonderful New Year!