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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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  4. Mediterranean travel shifting away from high-speed itineraries: report
  5. Call for nominations: Luxury Marketer's Luxury Women Leaders to Watch 2027 
  6. US art market rebounds with 23pc jump in auction sales: report
  7. Bank returns now compete with yields on prime residential assets: report
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  9. Rodeo Drive Committee to mark US 250th anniversary with 31st edition of Concours d’Elegance
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