Luxury Marketer
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  1. Why luxury’s next customer doesn’t look like its last 
  2. The high-net-worth consumer: 1 person, 4 tiers of behavior
  3. How AI is reshaping the digital and real economies: study
  4. Local cuisine emerges as strongest dining force in Asia Pacific as traditional restaurant settings lose edge: report
  5. Next generation set to reshape family offices, with different perspectives on wealth management: study
  6. State of Luxury 2026 report: Luxury enters new era – slower, more selective, less forgiving 
  7. Announcing Luxury Marketer's Luxury Women Leaders to Watch 2027 
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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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NEW INTELLIGENCE

MOST READ
  1. Why luxury’s next customer doesn’t look like its last 
  2. The high-net-worth consumer: 1 person, 4 tiers of behavior
  3. How AI is reshaping the digital and real economies: study
  4. Local cuisine emerges as strongest dining force in Asia Pacific as traditional restaurant settings lose edge: report
  5. Next generation set to reshape family offices, with different perspectives on wealth management: study
  6. State of Luxury 2026 report: Luxury enters new era – slower, more selective, less forgiving 
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  8. Ferrari Luce: The mythology mistake that luxury brands keep making – and what it costs them 
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