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  • Large, flashy designer logos are quickly becoming a thing of the past
  • Large, flashy designer logos are quickly becoming a thing of the past
    Achim Hepp, Creative Commons (2009) ©
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Premium vs luxury: how luxury is fighting back

With premium threatening to steal its consumer base, luxury is forced to carve out a new space. But with perceptions of value changing rapidly, just how is it going to define itself?

Location Global

Scope
With premium threatening to steal its consumer base, luxury is forced to carve out a new space. But with perceptions of value changing rapidly, just how is it going to define itself?

Luxury and premium may be highly subjective terms but there is no denying the recent emergence of a new contender in the upper echelons of the market. Premium, unlike luxury, is the product of its time: democratic, technically innovative and performance led. In such a context, luxury is forced to reconsider and reassert its own relevance. From catering to individualism and speaking local languages, to the ...

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