Folk x Ingrid Berthon-Moine

Folk x Ingrid
Berthon-Moine

20 years ago, a luxury brand was defined by its offering of craftsmanship and service. No longer defining factors, these are now simply expected – ‘luxury’ has to offer more.

Jian DeLeon, Author of The New Luxury, Defining Aspiration in the Age of Hype says, “New Luxury isn’t about price, it’s about culture, community, the values we share, and aligning ourselves with brands who can help enhance that worldview.”

Guided by the new generation of consumer, cultural connections and wider values are essential in curating audiences and obtaining brand loyalty. Look beyond the generic factors of target audiences. What do they stand for? What movements do they care about? What communities are they part of? Think beyond the product and service you offer – think about how your brand and consumer’s values align.