Meta-luxury rising! In 2012 Manfredi Ricca and I put some provocative thinking out into the ether in the book Meta-luxury: Brands and the Culture of Excellence. Meta-luxury challenges head-on what we mean by “luxury” as a diluted convention and opens up insights into brands based on a business model of sustainable excellence. On our fourth anniversary, it seemed a timely point to share some of this week’s highlights of meta-luxury brands that are returning categories to growth and proving the economic value of sustainable excellence.
• A “surprising” story of growth through excellence and relevance featured in The Economist. Three years ago Harrods shut down its piano department, in what became an emblem of the decline of the piano industry. So what are meta-luxury brands Fazioli and Steinway doing to create growth in what was a dying category?
• “Haute is hot”, as The New York Times declares in noting that demand for jewellery driven by demand for craftsmanship, history and rarity, is on the rise.
• Setting a new standard in excellence, Jaeger-LeCoultre helps preserve glaciers in Alaska with UNESCO, a sustainable indicator for all as luxury watch brands invest in our time on earth.
• Created in China: The Chinese fashion economy goes micro.
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