How Do I Know If A Luxury Brand Is Actually, Well, Luxurious?

Analyzing strategies of today's luxury fashion brands, and where being on social media—or off it—comes into play.

In today’s saturated luxury fashion landscape, the competition between brands is fiercer than ever. With looming industry uncertainties and dropping consumer sentiment, it’s been important for brands to re-establish why, exactly, consumers should choose to purchase their products. Because, if you’re going to charge thousands of dollars for a bag or a sweater, people want to know it’s worth it.

Interestingly, there are several ways that brands are attempting to demonstrate they are, in fact, luxurious. And sometimes it’s not about what brands are doing, but rather what they’re not. Let’s talk about it.

I’M A LUXURY BRAND!!!

There are three notable strategies brands use to establish themselves as luxurious in the minds of consumers.

First, and perhaps most obviously, is to differentiate by price. Like how Hermès announced earlier this year it would raise its already-high prices by an additional 7%, resulting in a nearly 40% increase in prices since 2019. Or how, when Louis Vuitton launched its makeup line, it did so with a $160 lipstick. And, seeing as how Hermès’ handbags continue to be a luxury favorite, and how the Vuitton lipstick actually sold out, the strategy seems to work. Highly expensive products are almost seen as inherent to luxury brands.