In an era of ephemeral trends and hyperconnectivity, the concept of “quiet luxury” has emerged as a symbol of refinement and timelessness. The TV series “Succession” perfectly illustrates this trend, where luxury is displayed in a subtle yet significant way. For instance, Chanel has opened private boutiques where its name is replaced by “31 Cambon,” a discreet nod recognisable only for true insiders. But, does the concept of quiet luxury conceal a more profound reality that brands must integrate into their long-term strategy to win?
IMPLICATIONS FOR CONTEMPORARY BRANDS
For high value brands, it is essential to slow down to last. In the face of fleeting trends, consumers are seeking brands that not only withstand the test of time but continue to inspire and innovate. This quest for stability and reliability creates a demand for brands with robust and understandable cultural capital and a living heritage. Therefore, today the new key to create exceptional experiences is to emotionally resonate with the consumer and create culturally relevant connections that lead to a natural affinity between the audience and the brand. In other words, creating value. According to Jing daily, the brand success becomes obvious when a brand’s storytelling directly correlates with its market success.
“Three Ways to Ensure Your Brand’s Legacy Resonates with Today’s Era”
- Uplifted Heritage: To create a timeless myth, brands must root their narratives in genuine heritage and amplify them through digital strategies, either by reviving, reinventing, or restoring their luxurious legacy. This requires showcasing stories that resonate with contemporary audiences while honouring the brand’s origins and history. In that way, Balenziaga has recently used an AI tool to bring to life its archive images bringing vitality and modernity to a century of fashion aesthetics.
- Get rooted in (pop) culture: As cultural capital is the ultimate game-changer for brands, it sometimes can be highlighted by pop culture! By being fully present and engaged with their audience in contemporary culture, luxury brands can create a lasting impact and stay relevant in the modern landscape through the art of storytelling, innovative thinking, and a commitment to social and environmental responsibility. Miu Miu’s ‘Summer Reads’ pop-ups, distributing feminist novels in multiple global cities. Bottega Veneta taps into fanzine subculture for its latest collection, limited-edition, available free-of-charge in all Bottega Veneta stores, as well as select bookstores, around the globe an example of developing brand image and anchor itself as a modern cultural brand. These examples highlight how brands leverage contemporary themes to attract and engage audiences.
- Well-deserved exclusivity: What is more luxury than ultra-exclusivity and privacy? The essence of luxury…Ultra personalisation or hyper private club memberships are the new must-have of global elites. A more intimate way to create a lively myth.In that way, Beam Suntory has created an online application to give voice and monitor all of its VIP customers that wants to share tips or even purchase limited editions of its wine bottles. VIP members can then create their own story, showcasing their relation with the brand, and contribute to build new narratives for the brand.
The notion of myth is more crucial than ever. Cultural resonance and storytelling take center stage. Creating a brand myth is an indispensable and continuous endeavour, not confined to anniversaries or significant events. This process should operate in tandem with seasonal promotions and key commercial periods. Although these campaigns are essential for short-term visibility, they fail to leave a lasting imprint on consumers. Prioritise building a sustainable brand narrative to achieve long-term consumer loyalty.
