THE NEW LUXURY FRAMEWORK

A FUTURISTIC MODEL FOR LUXURY BRANDS


Over the past few decades, there has been a boom in the luxury market; with trends growing as quickly as the rising spires of Dubai’s skyline. The pace has picked up, trends move fast, and suddenly we get the message; modern luxury becomes a paradigm of modern consumerism – as the Economist put it bluntly; its exclusively for everyone. That message was muttered back in 2014 but now – this commitment to consume consume consume seems to have left everyone at burnout. The old ways are failing, the grass is no longer green, and for luxury brands to not just survive, but thrive – a bold new commitment to change is needed.

The advance of modern technology and social media means that consumers are no longer reaching in the dark, now their eyes are wide open, and they see the terrifying truth – that mass consumerism has led to brands being a little clumsy with our one most precious global asset – our planet. The number one demand on the table is for this unethical behavior to change; for brands to embrace a more ethical approach in business. This conversation is not just another flash in the pan or hashtag trend – it is a real demand and one we should all be keen to take on board. This shift in mindset is irreversible, with these words we can no longer avert our gaze, we are looking directly into the face of the luxury consumer of tomorrow.

While other brands may scramble for social media likes, turn the cheek for trends, and push filler in the cracks for higher profit margins – we, in the luxury business, need to rise above this. We are considered the very best our industries have to offer, and thus we need to lead by example.

Collectively, our minds are considered some of the most creative, our resources are considered to run deeper than others, and our commitment to excellence is thought to be at the highest level in the land. Therefore, it is our duty to refresh the page, so that we can hold our heads high in society.

As leaders at the top, it’s not just in the interests of our business, it’s also our responsibility, and our duty to our upcoming audience. If we are brave enough to make the change, this will cause a ripple that could reach the shore of every business and brand across the land and together, we can change the fate of our planet.

When we look to the changing habits of consumerism, the defiance of the digital rise, and the challenges the new generation are bringing to our table – we have two choices. We can aim to shush them, to stifle their growth, and keep stuttering as we try to tell them what they want. Or we can wholeheartedly embrace this movement; we can listen, we can connect, and we can take up the mantle not just to survive in business, but to thrive as a healthy global community.

Over the past decade I have had the privilege of experiencing the labors of the luxury market; from working on superyachts to being a personal assistant to the one percent, living the high-life as one of the first luxury influencers, building new luxury brands from the ground up as a luxury consultants, and spending thousands of hours immersed in the thoughts and insights of luxury leaders. I want to share my findings because I truly believe that luxury is in trouble and there are those of us out there who seek a better version of luxury, the New Luxury version. Together, we can face our demons and we can lead the way in working towards a better world not just for the one percent, but for all. Because honestly; let’s not let that age-old adage of luxury costing the earth become a prophecy just for profit.

The New Luxury Framework surpass the simplicity of the business world. It goes beyond consumerism and seep into our community, binding us all to consider not just ourselves but the wider world outside our window. It is etched out to bring about positive change in our industry. Not just for advanced profit margins, but for the planet and the people who inhabit this amazing place.

AS FUTURISTIC LEADERS, WE PLEDGE TO LEAD THE FUTURE OF LUXURY FROM

WASTE

The true ethos behind luxury is longevity; buy it once and it lasts forever.

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TO

SUSTAINABILITY

Sustainability is a balancing act that will define the next century.

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DECEPTION

Plagiarism, fakery – luxury brands may want to check their closet for skeletons.

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AUTHENTICITY

Authenticity is the foundation on which true luxury is built.

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OPACITY

Luxury brands who have something to hide have everything to fear.

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TRANSPARENCY

Let’s clear the smoke, and start wearing our hearts on our sleeve.

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DISCONNECTION

Luxury has been too slow to embrace the new techno-revolution.

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CONNECTIVITY

Our worlds must now be connected into one seamless narrative.

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STAGNATION

Luxury brands may find themselves with their backs against the wall.

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TRANSFORMATION

Luxury must go beyond experiential to transform the way we exist in this world.

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NARRATION

Luxury must realize that the monologue is coming to a close.

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CONVERSATION

Luxury must socially engage their fans in a humanized two-way conversation.

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AND, WE PROMISE TO REPLACE:

FAIRY TALES

The luxury industry still operates like it’s the 1950’s.

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WITH

HERITAGE STORIES

Heritage taps into some of our deepest set emotions.

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OVERCHOICE

Luxury must realize that the sense of rarity has become lost.

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CURATED RARITY

Rarity is the true heart and heritage of the luxury industry.

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GLOBAL VALUE CHAINS

Cost reduction is directly contradicting the true meaning of luxury.

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WITH

TECHNO-ARTISANSHIP

Luxury must use technology to promise excellence in craftsmanship.

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FASTNESS

The one word that is synonymous with true authentic luxury is time.

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WITH

SLOWNESS

Luxury must remember that time is never of the essence in excellence.

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SAMENESS

Standardization is a word that contradicts the nature of luxury.

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WITH

EMOTIONS

Luxury must make us feel alive by delivering unexpected emotions.

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SELF-LOVE

Spoil yourself. Perhaps its time for luxury brands to change their tune.

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WITH

COMMUNITY LOVE

Luxury must give back to society, raising both awareness and funds for a cause.

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The New Luxury Framework was designed by Roxy Genier, written by Roxy Genier and Jodie Oakes, with graphic elements by Rubem Vieira.