Is luxury a dirty word?
The word ‘luxury’ is at a crossroads. For those working in the luxury industry—journalists, creatives, and marketeers—the dilution of luxury’s meaning is evident, to the extent that many now avoid using the word. The rise of mass luxury, where exclusivity and craftsmanship give way to homogenisation and profit margins, has significantly contributed to this erosion. Luxury giants, once epitomes of elegance and exclusivity, are increasingly adopting mass-market strategies, opting for broad appeal over rarity. This shift has blurred the lines between true luxury and high-end mass production with brand marketing making it harder to distinguish between the two.
Luxury once signified unparalleled quality, craftsmanship, and a unique story.
Mass luxury, with its focus on broader accessibility and profit, inherently contradicts the term’s true essence. Today, many items labelled as ‘luxury’ are seen as status symbols, stripped of the hallmark authenticity of provenance that once made them special. ‘Luxury’ is diluted when applied to market every kind of product, even groceries (luxury tea anyone?). Overshadowed by conspicuous consumption and superficiality, there is a growing disconnect between consumers and the true value of luxury goods.
So should we stop using the word ‘luxury? While the term has shifted from aspiration towards materiality, true luxury does still exist. Rooted in experience it continues to refer to things that we do not need intrinsically to survive but are enjoyed for enjoyment’s sake. So, the term within the industry finds itself at a critical juncture; luxury is now synonymous with big business, immovability, overindulgence at inflated prices rather than with the refined craftsmanship and exclusivity that once defined it.
We enjoy luxury— its story, the feeling, and we know that true luxury deserves to be lifted from negative connotations. How can we retain our audience’s belief in luxury? These are concerns at the heart of our branding work which reflects our commitment to authentic luxury and our drive to reinvigorate its meaning.
Luxury is not a price point; it’s the pleasure derived from owning or experiencing something truly rare, unique and well-made. At its core, luxury is about attention and intention, the time and consideration put into a product. Choosing luxury goods or services provides an opportunity to experience the world in a very special way: the feel, and sound, the degree of personal attention, the creator’s pedigree, artistry and heritage. We are working on restoring this essence within an industry which is often criticised for prioritising profit over quality.
Luxury signifies rarity, quality, and genuine care.
To reclaim luxury’s true meaning, we focus on the stories and craftsmanship behind the products. Our projects with clients, including yachting, bespoke services, luxury estate management, state-of-the-art gyms, interior design and architecture firms, beauty products, reflect our dedication to the diversity, quality and authenticity within the luxury industry. In a vast and expanding digital world, we appreciate the art of a ‘one-of-a-kind’ piece and the creative minds behind it. Our work aims to highlight each of our clients’ mastered talents and the care at the heart of their brands.
“Show, don’t tell—Cohort’s approach to luxury marketing is not to create a façade of exclusivity. We’re telling the genuine story of the product.”
Our branding work focuses on story and service over labels and logos. We know that considered and heartfelt branding and design backed by the finest quality and service transforms a product or service into a luxury. ‘Quiet luxury’ captures this idea. It represents understated elegance and authentic value rather than flashy, conspicuous consumption. Quiet luxury is about subtlety. It offers a whispered, intimate alternative to the booming volume of mass-marketing strategies. It’s branding through message and design, not just logos. By emphasising craft, feel, values, character as well as value, our work aims to restore luxury to its rightful place as a reflection of quality, intentionality, and a deep appreciation for the finer things in life.
Despite the growing disillusionment within the industry, Cohort continues to love luxury. And whatever luxury means to you, who doesn’t love at least a little bit of it? Our luxury branding and marketing agency consists of specialists and creatives dedicated to addressing this paradigm shift in the luxury market. We work with masters of their craft and devoted experts in their fields striving to create remarkable experiences. And we’re not afraid to use the word ‘luxury’ appropriately.
As we navigate the evolving landscape of the luxury market, we want our clients and consumers to share our affection for the term. ‘Luxury’ need not signify excess and superficiality or even false claims. It’s a synonym for quality, intentionality, and delight. Whether for a handcrafted handbag or a private jet, or even just a small indulgence, each carries an experiential story worth preserving. Cohort is committed to ensuring these stories continue to be told and celebrated, bringing real luxury to market.
