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  1. Announcing the Luxury Marketing Summit May 13 in New York. Join Us! 
  2. Global art sales up 4pc to $60B in 2025 after two years of decline: report
  3. Which global cities are creating the best opportunities for investors, occupiers?
  4. Why brands missed the moment on social 
  5. Heading into 2025, 3 out of 5 luxury travelers are women
  6. LVMH entices future talent in creative, craftsmanship and customer experience through maison exhibition
  7. British brokerage Savills to buy real estate bank Eastdil Secured for $1.1B
  8. 68pc of small business owners to up marketing budgets in 2026
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  10. Value of luxury must be clearly demonstrated, genuinely felt by wealthy to retain loyalty 
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Editorials

How positioning and pricing are rapidly changing the definition of luxury

March 13, 2026

Brunello Cucinelli store on Sloane Street in London's Knightsbridge. Image credit: William Barton, Shutterstock Brunello Cucinelli store on Sloane Street in London's Knightsbridge. Image credit: William Barton, Shutterstock

 

By Mickey Alam Khan

For years we’ve heard that the term “luxury” doesn’t stand for what it was intended: exclusive, rare, high quality. Many folks want to dump the word but have no substitute. In reality, luxury has undergone a silent divergence, with three camps catering to distinct audiences.

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MOST READ
  1. Announcing the Luxury Marketing Summit May 13 in New York. Join Us! 
  2. Global art sales up 4pc to $60B in 2025 after two years of decline: report
  3. Which global cities are creating the best opportunities for investors, occupiers?
  4. Why brands missed the moment on social 
  5. Heading into 2025, 3 out of 5 luxury travelers are women
  6. LVMH entices future talent in creative, craftsmanship and customer experience through maison exhibition
  7. British brokerage Savills to buy real estate bank Eastdil Secured for $1.1B
  8. 68pc of small business owners to up marketing budgets in 2026
  9. How HNWIs are reshaping portfolios, providers and luxury adjacent spending in UK, US and China: report
  10. Value of luxury must be clearly demonstrated, genuinely felt by wealthy to retain loyalty 


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