Inclusive ExclusivityPeople want luxury brands to cater to all
Inclusive Exclusivity

Some brands are emerging that specially cater to luxury consumers who have previously been underserved. Just 0.1% of high-end brands identify as ‘plus-size’, and considering that 78% of plus-size shoppers would be willing to splash the cash on clothes if designer labels catered to their needs, brands are missing out. Doing just that, size-inclusive online retailer 11 Honoré offers up luxury designer clothes in US sizes 10 to 20. Meanwhile, Arab designer Arwa Al Banawis ‘Suitable Woman’ line reflects changing gender roles in the Middle East, mixing fashionable power suits with feminist slogan tees.

Others luxury brands are expanding or altering their offerings. Recognising that many young people see gender as a social construct, Browns East’s entire shop floor is gender-fluid – visitors will only find ‘Bro’ and ‘Wns’ subtly printed on to labels to assist in finding the right fit. Meanwhile, Balenciaga is following in the steps of Gucci and Burberry by showcasing it’s men and women's collections in the same show.

There is power in catering to the underserved, and the best way to do so is to directly ask them what they want – rather than making assumptions. For example, when Gucci hired an internal ‘shadow committee’ of Gen Yers to help it better appeal to this generation, it saw sales shoot up 49%, with 55% of those sales being made to under-35s.