Luxury Is Evolving But Consistent Themes Connect Old and New

With so much changing in the luxury consumer mindset, many marketers and executives are naturally curious about the difference between the values of today and those of the past. That’s why it may be a relief to discover luxury continues to be defined by many long-standing characteristics like quality, comfort and elegance. In the new Skift Trends Report: The Luxury Evolution, these three attributes emerged as the qualities most consistently associated with luxury from survey of more than 12,000 people across five global markets. Quality Quality is one of the major tenets of luxury, but its expression is shifting away from the opulent toward a more authentic conception of quality – one in which we place more value on a hand-crafted product with its own unique story. In other words, quality is no longer simply a standard of an item measured against similar things. In today’s luxury consumer environment, the relevant comparison is less often against another external product