Luxury is created from immaterial concepts, majorly the perception of what is “in” and is prescribed by a strata of society also valued in immaterial terms, however, luxury products exist in a physical reality, and they have standards that have to be met and features they share in common. Nevertheless, it is important to note that each brand places extra focus on only one of the features shown below:



This feature is the one that is the most attached to luxury, after all, the majority of brands associate themselves to the “hand-made” feature, and make sure to add their long heritage to their brand narrative. An example of a luxury item that emphasizes craftsmanship is the  handbag. 


Uniqueness and limited editions are the drivers of luxury. In the history of luxury we see how dresses worn by the upper classes could not be simply replicated by other tailors. Nowadays luxury has become paradoxically massive, but it still remains prescribed by celebrities and such and items have a short sales cycle, providing that sense of scarcity needed to create luxury.


Luxury items have to be made out of high quality raw materials. Some leather, jewelry, and prêt-à-porter brands pay special attention to the materials or minerals used, nevertheless what is the most interesting in current times is the change in the perception of what a high quality material entails. When as in history we have seen exotic animal furs or feathers perceived at high quality we are currently moving towards the most technologically innovative materials.


Luxury and design are concepts that are completely attached, what makes any luxury item stand out is its design, even in the era of mass production, innovation and uniqueness is still possible. Luxury consumers just want to be surprised, and brands keep on delivering in this regard.


Do you want to learn more? Become an expert with our Marketing and Communications for Fashion and Luxury Brands Diploma course!