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Preview: Anti-luxurians
Global – In our Anti-luxurians tribe, we identify a multifaceted future luxury consumer who embraces purist athletics gear, technology-driven fashion and brand subversion.
- 23% of LS:N Global Luxury Index respondents feel that traditional ads have no influence over their buying preferences
- Brands need to target consumers who are outside the traditional luxury demographic to extend their reach
LS:N Global case study Paty Abrahamsson. Photography by Phillipe Milton
LS:N Global case study Paty Abrahamsson. Photography by Phillipe Milton
LS:N Global case study Andrew Grüne. Photography by Alice Whitby
LS:N Global case study Andrew Grüne. Photography by Alice Whitby
LS:N Global case study Jeanne-Salomé Rochat. Photography by David McGovern
LS:N Global case study Jeanne-Salomé Rochat. Photography by David McGovern
Anti-luxurians do not hold the old codes of luxury close to their heart, and switch off when brands identify as heritage or create campaigns about the craft-based, artisanal nature of a product.
Our case studies feature Madrid-based fashion designer Paty Abrahamsson, 30, who values humour and light-heartedness, Novembre magazine editor Jeanne-Salomé Rochat, 30, who represents the move towards purist, high-performance athletic gear among luxury consumers, and Andrew Grüne, 32, founder of e-boutique PRMTV, who is passionate about functional technical gear and dystopian digital worlds. Together, they point to a future where luxury is less about wealth, physical objects and excess, and more about digital and immaterial experiences.
The Big Picture
Luxury consumers increasingly value access over acquisition, cultural capital over financial capital and utility over heritage. To find out more, read our Anti-luxurians tribe.
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