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  • What do modern Britons want from luxury brands?
  • What do modern Britons want from luxury brands?
    Joanna Nix-Walkup (2020) ©
VOX POP

How are British attitudes to luxury changing?

As luxury brands become increasingly accessible to the everyday consumer, they are seen less as a symbol of class for Britons. Moving beyond branded luxury, status markers are shifting to be defined by the exclusivity and quality that luxury offerings can provide rather than the price tag.

Location United Kingdom

Scope
While luxury brands once stood apart from the everyday consumer, a proliferation of more accessible luxury items is enabling a more diverse range of shoppers to indulge in high-end products and services. Premium KitKats and Diptyque’s scented tattoos are among a wave of affordable luxe touches to hit the market. The rise in streetwear luxury collabs – Praddidas, for example – and affordable mid-range luxury cult favourites like Ganni and Rixo illustrate how both heritage brands and newcomers are mixing high and accessible fashion to create a ...

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