Luxury Marketer
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  1. Market report: Brazil develops sophisticated luxury ecosystem in new phase of structural expansion
  2. Longevity is the breakout trend in luxury real estate: report
  3. Global superyacht industry turns into $62B economic force with influence beyond tourism: report
  4. How to own your market
  5. AI transforming marketing, but not as much CMO function: report
  6. Global house price growth continues to accelerate
  7. Hermès blows past revenue, net profit expectations for 2023, showing continued global desirability in product range
  8. How AI shopping can quietly erode brand loyalty – and what it means for luxury 
  9. Natural diamonds, with Gen Z stamp of approval, roar back to growth in US: report
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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. Market report: Brazil develops sophisticated luxury ecosystem in new phase of structural expansion
  2. Longevity is the breakout trend in luxury real estate: report
  3. Global superyacht industry turns into $62B economic force with influence beyond tourism: report
  4. How to own your market
  5. AI transforming marketing, but not as much CMO function: report
  6. Global house price growth continues to accelerate
  7. Hermès blows past revenue, net profit expectations for 2023, showing continued global desirability in product range
  8. How AI shopping can quietly erode brand loyalty – and what it means for luxury 
  9. Natural diamonds, with Gen Z stamp of approval, roar back to growth in US: report
  10. How hybrid work advances sustainability in the workforce


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