With stores, entertainment venues, and domestic travel set to reopen, there’s much excitement about ‘revenge spending’. But after a year in sweats and reflecting on their relationship with opulence, what does luxury mean to people? Canvas8 polled 1,000 Americans and spoke to eight to find out.
Megan Carnegie is a journalist and editor. She has written for Courier, Time Out, Guardian Weekend, Creative Review, The Telegraph, Evening Standard, and more. Outside of work, she can be found reading, running, and killing off her houseplants.
Drinks brand Pernod Ricard has seen global sales figures return to a place of growth as lockdowns have eased in several countries. A spirit of celebration is setting in, and people are eager to gather and mark the occasion with quality drinks that they haven’t indulged in for months.
As many luxury brands struggled to stay connected to their audiences during the pandemic, Hermès is one company that has been remarkably resilient. The brand hasn’t been bested by the pandemic thanks to some successful innovation within its well-established brand codes.
Climate concerns are reshaping the ways that brands operate across sectors. In the auto industry, this has manifested in the adoption of hybrid and electric drivetrains – but how else can manufacturers tap into eco sentiments? And how are luxury brands making green machines more appealing?
Prota Fiori is targeting eco-conscious luxury consumers with its fruit skin footwear. The brand puts an emphasis on Italian craftsmanship, and as sustainability becomes a must-have for consumers, it’s differentiating itself from brands that take eco short-cuts by greenwashing and using cheap vegan fabrics.