Published 09 July 2024

8 min read

The average price of personal luxury goods in Europe has risen by an astonishing 52% since 2019 (HSBC, 2024), creating exciting opportunities for mass- and mid-market brands to pick up aspirational customers feeling left out by the hikes. From atelier-style creative capsules to elevating the everyday, we pinpoint the accessible luxury directives to pursue, with a note of cautionary advice for the real high-end players.

High(er) End High-Street Futures

Elevating the Everyday: Pocket-Friendly Perfection

Advice for Luxury Brands

Mass- and mid-market brands should be engaging with priced-out, luxury-hungry customers by delivering ‘halo’ capsule collections featuring standout design and superior quality fabrics. Meanwhile, elevating your pitch by having a presence on the red carpet is another way to promote higher-end relevance, as is to sprinkle some celebrity-designer stardust over your brand.

Mass- and mid-market brands should be engaging with priced-out, luxury-hungry customers by delivering ‘halo’ capsule collections featuring standout design and superior quality fabrics. Meanwhile, elevating your pitch by having a presence on the red carpet is another way to promote higher-end relevance, as is to sprinkle some celebrity-designer stardust over your brand.

Summary

High(er) End High-Street Futures

Mass- and mid-market brands should be engaging with priced-out, luxury-hungry customers by delivering ‘halo’ capsule collections featuring standout design and superior quality fabrics. Meanwhile, elevating your pitch by having a presence on the red carpet is another way to promote higher-end relevance, as is to sprinkle some celebrity-designer stardust over your brand.

Elevating the Everyday: Pocket-Friendly Perfection

As predicted in our Look Ahead 2024, the cost-of-living crisis, in tandem with the ongoing appeal of quiet luxury aesthetics, is driving appetite for elevated everyday items; perfecting the most humble yet useful of pieces via thoughtful design and quality fabrication. This represents a type of luxury that should be accessible to everyone, and a massive commercial opportunity for all kinds of brands and retailers.

Advice for Luxury Brands

Luxury fashion mark-ups are increasingly coming under harsh scrutiny, with industry observers criticising exponential price rises and social media commentators exposing the real cost of goods to astonished consumers. High-end brands and retailers need to take a reality check on margins and reframe entry-level product opportunities, or risk further damaging their already fragile segment.

The Accessible Luxury Opportunity

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Want to see the full report?

Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

We’d love to do the same for you.

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S/S 25 Catwalks Round-Up: Fashion

S/S 25 Catwalks Round-Up: Fashion

S/S 25 Catwalks Round-Up: Fashion

S/S 25 Catwalks Round-Up: Fashion

S/S 25 Catwalks Round-Up: Fashion

The S/S 25 runways delivered upbeat and positive trend direction with a summery palette of uplifting colour, coupled with a medley of affirmative fabric options and a roster of  commercial key items, centred around soft utility dressing, an ongoing mood of romantic boho, and clean-cut preppy styling. 

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