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 recognizable only to true insiders. But does the concept of quiet luxury conceal a more profound reality that brands must integrate into their long-term strategy to succeed?
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 also 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 creating 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, a brand’s success becomes obvious when its 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, whether by reviving, reinventing, or restoring their luxurious legacy. This requires showcasing stories that resonate with contemporary audiences while honoring the brand’s origins and history. In this way, Balenciaga has recently used an AI tool to bring its archive images to life, infusing vitality and modernity into a century of fashion aesthetics.
- Get rooted in (pop) culture: As cultural capital is the ultimate game-changer for brands, it can sometimes 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 remain relevant in the modern landscape through the art of storytelling, innovative thinking, and a commitment to social and environmental responsibility. For instance, Miu Miu’s ‘Summer Reads’ pop-ups distribute feminist novels in multiple global cities. Bottega Veneta taps into fanzine subculture for its latest limited-edition collection, available free of charge in all Bottega Veneta stores, as well as select bookstores around the globe, exemplifying how to develop 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 luxurious than ultra-exclusivity and privacy? The essence of luxury… Ultra-personalization or hyper-private club memberships are the new must-haves for global elites. This creates a more intimate way to build a vibrant myth. In this context, Beam Suntory has created an online application to give voice to and monitor all of its VIP customers who want to share tips or even purchase limited editions of its wine bottles. VIP members can then create their own stories, showcasing their relationship with the brand and contributing to the development of 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 endeavor, 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 often fail to leave a lasting imprint on consumers. Prioritizing the building of a sustainable brand narrative is key to achieving long-term consumer loyalty.
