Key Shifts in Everyday Luxury, parts 2 and 3: from Defined to playful & from Relationship-based to flexible
Welcome back to Canopy's key shifts series! We're continuing our look into the key shifts in the world of Everyday Luxury, with shifts 2 and 3::
Everyday Luxury: Key Cultural Shifts 2 & 3
From Personalized & Defined to Playful & Indulgent
Right now, everyday luxury is associated with carefully planned and precisely executed products, services and experiences that are designed to meet the defined expectations of high-end consumers perfectly.
Emergently, though, everyday luxury is coded as less serious and less defined – with consumers seeking fun, interactive, unpredictable experiences that allow for a sense of indulgence and play.
From Ongoing Relationships to Flexible & Contingent Engagements
Elsewhere, luxury in travel, health and wellness is (dominantly) ensured through long-standing relationship with brands and individuals (like concierges or beauticians). These relationships act as a guarantee of quality – tried, tested and trusted.
Increasingly, though, everyday luxury experiences are framed as flexible and contingent, suitable for consumers whose lives are characterized by frequent movement and changeable schedules.