Millennials. They are capricious, inconsistent, confident, but also curious, conscious and open. And they’re pushing luxury brands to constantly reinvent themselves. With them, we witness another face of our society.
Owing to the fact that have never known a world without the internet, only one where one has access to everything in a matter of two clicks, millennials’ volatile attitudes worry many luxury brands. This generation inherits two characteristics of the generations that precede them: The taste for quality and the attractiveness of an affordable price tag. To put it simply, even if Mum has always bought her cashmere sweaters at Bompard, these millennials will opt for those at Uniqlo; quality creates luxury, not the brand. If luxury houses could till now count on a faithful clientele, they now face individuals who view the word “luxury” with a negative connotation – one that evokes a sense of elitism, snobbery and a feeling of exclusivity, contrary to this generation’s desire for eclecticism and diversity. What millennials look for in a brand is a personal relationship. They filter general advertisements – 28% of them use an advertisement blocker. They want a brand to relate directly to their lifestyle. They want to fall in love with a brand instead of being passive, impressionable consumers. They want to shape the narrative.
THE ERA OF THE CURATOR
Denne historien er fra August 2017-utgaven av L'OFFICIEL Singapore.
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Denne historien er fra August 2017-utgaven av L'OFFICIEL Singapore.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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SLEEPING BEAUTIES
Louis Vuitton releases two fresh versions of its Bed Trunk, which have been designed in collaboration with Nicolas Ghesquière and Pharrell Williams
TRUE BLUE
Back in 1968, Van Cleef & Arpels' Alhambra motif was born.
WHAT MAKES A MAJESTIC ESCAPE?
The answer: These Harry Winston jewels, which are inspired by the breathtaking appearance of dawn in the Indonesian province of Bali, from the Majestic Escapes Collection.
Leaping FORWARD
Movements described as \"feline\" come with an extra element of grace and elegance.
Enchanted WOODS
A magical connection blooms right here as L'OFFICIEL SINGAPORE meets South Korean actress Kim Min-ha-dressed in Dior's Cruise 2025 collection, the Pachinko star shares why the series is so close to her heart and how she would love to fill her world with Haribo
Life of the PARTY
The new Andy Warhol Clou de Paris timepiece pays homage to the Piaget Society, celebrating the Maison's golden era
Best Foot FORWARD
Having always set itself apart by combining shoe-making and smart engineering, FitFlop goes a step further by announcing a new partnership with Song Hye Kyo. The South Korean star was so enamoured with the stylish yet comfortable designs that she handpicked her favourite styles for her ambassador shoot
Standing TALL
With its striking elongated silhouettes, inventive takes on couture, and clever tie-ups, the Balenciaga Spring 2025 parade couldn't be dampened even by the day's rainstorm
Extraordinary EVERY DAY
As SHANGHAI TANG celebrates 30 years, there is no better time to embrace the Friends of SHANGHAI TANG Collection and its touches of contemporary chinoiserie, timeless elegance, and joie de vivre
A City That NEVER SLEEPS
30,000 square metres, 10 \"designer neighbourhoods\", 10 unique Moncler Genius collections, and one stunning \"The City of Genius\" concept, in which one can soak in different artistic and cultural viewpoints of the diverse creative talents assembled