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GLOBAL 2016: Brands stretch meaning of luxury with playful designs

Although people feel uncertainty, there’s increased confidence in celebrating luxury. A demonstration of this is a shift back to logos and more brazen luxury. This is in stark contrast from recent years when it was about discretion and being in the know, rather than showing off with badges. We’re seeing trends of opulence, flamboyance and romance, people want to have fun with luxury and be playful.  
 
Eleanor Lloyd Malcolm
Associate Director, Cultural Strategy
Added Value
E.Lloydmalcolm@added-value.com