MY NEW LUXURY BRAND IS SUSTAINABLE, ETHICAL, NATURAL, DIGITALLY-NATIVE, AND HAS A STRONG ECOM PLATFORM. SO, WILL IT SUCCEED?
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MY NEW LUXURY BRAND IS SUSTAINABLE, ETHICAL, NATURAL, DIGITALLY-NATIVE, AND HAS A STRONG ECOM PLATFORM. SO, WILL IT SUCCEED?

In BoF’s article ‘How Covid Is Catalysing a New Era of Luxury’, some encouraging projections for the return of the luxury consumer were made, specifically within the booming Ecommerce sector.

More recently the BBC has posed the question here , and Vogue Business has been redefining Sustainability for 2021 here.

These are just three of many thought-provoking pieces that look forward to a future of post-Covid consumerism, and one can conclude from them that your brand will need to own many or all of the traits covered in the title of this post.

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REDEFINING LONDON LUXURY
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REDEFINING LONDON LUXURY

London based startup Shaku is an emerging brand best known for its highly detailed botanical drawings on scarfs and accessories. The Shaku brand produces luxury accessories, homewares, candles and scarfs, all born from the love of drawing and nature.

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STARTING-UP IN A DOWNTURN
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STARTING-UP IN A DOWNTURN

There are two opposing schools of thought.

The first: You must be crazy. These days the consumer is not spending on fashion or luxury, and nobody really knows how things will shape-up in the future.

The second: There has rarely been a better time to plan the launch of a new luxury of fashion brand.

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HOW THE RICH ARE SHOPPING RIGHT NOW
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HOW THE RICH ARE SHOPPING RIGHT NOW

Among wealthy shoppers in the US, there’s little appetite for getting all dressed up when there’s nowhere to go.

With most large social gatherings on hold, and even dining inside a restaurant off the menu in many cities until the pandemic is brought under control, luxury brands are having a tough time convincing some of their best customers to start splurging on going-out shoes and black-tie gala gowns again.

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