A New York minute ago, quiet luxury replaced conspicuous consumption and became all the rage. Now, it’s retreated from the headlines with fashion insiders rejecting the phrase as too overused: “An overly TikTok-ified way of describing classic, refined clothing,” the Wall Street Journal reports. Italian designer Brunello Cucinelli, who fully embraces the trend if not the terminology, prefers the phrase “gentle luxury.”
According to a new survey from Boston Consulting Group and Worth Media Group, affluent Millennials prioritize spending on luxury goods over experiences, challenging the popular notion that the next-generation is more experientially minded.
Whether culture shapes brands or brands shape culture is a chicken or egg question. Both are inextricably linked, and a review of the academic literature doesn’t help tease out which comes first. Rather, the research focuses on how culture influences consumer’s perceptions of brands, not the role that brands play in influencing culture.
As the furniture industry reels from a dramatic drop in consumer demand, Lovesac overcame market headwinds to report 7.5% growth in revenue in fiscal year 2024, reaching $700 million from $651 million the previous year.
Lifestyle branding is ubiquitous in marketing circles. Companies spent over $7 billion on lifestyle advertising last year and are expected to allocate some $10 billion by 2027, nearly a 10 percent compound annual growth rate from 2022, according to Statista.
