Image source: Vogue · Schiaparelli Spring 2026 CoutureThe New Luxury Equation
Luxury’s Heritage Problem: Why Craftsmanship Still Matters, but No Longer Has the Final Word
Luxury fashion has spent generations building value around exceptional craftsmanship, storied heritage and exclusivity. But as emerging labels gain cultural relevance and digital platforms reshape how consumers discover brands, the industry faces a more complicated question: what makes something luxurious when history is no longer a prerequisite?
Consumer research · Luxury fashion · Brand strategy104 survey responses · 3 focus groups · 1 industry interviewREAD THE FULL ARTICLE
Latest research insights
Image: Laura Chouette / UnsplashCraftsmanship: The Value Consumers Cannot Always See
The premium behind a product is easier to understand when consumers recognise the expertise, materials and work behind it.
Image source: The Business of Fashion · Can the Changes at Gucci Reignite Growth?Heritage Is a Competitive Advantage. It Is Not a Guarantee.
History provides continuity and trust, but contemporary relevance determines whether that history still resonates.
Image source: Business Wire · Heritage Brand Unveils New Handcrafted Luxury HandbagThe New Status Symbol Is Also a Statement of Self
Luxury ownership can communicate status while expressing individuality, taste and belonging.
Image: Laura Chouette / UnsplashInstagram Is the Front Door, Not the Whole House
Digital platforms change discovery while creating tension between reach and exclusivity.
Image: Tamara Bellis / UnsplashFrom Transaction to Relationship
Service, setting and personalisation can shape how a product’s value is experienced.
Image: Sergio Martins / UnsplashThe Dupe Economy Exposes the Limits of Appearance
Visual similarity raises a deeper question about the value consumers believe exists beyond the surface.
Explore Topics in Depth
Luxury Value Is Built Through Combination
The research does not suggest a simple shift from traditional to contemporary luxury. It suggests that new meanings have been layered onto existing foundations.
VIEW THE THEMATIC MODELTraditional value
Craftsmanship + Heritage + Quality + Authenticity
Symbolic value
Identity + Status + Prestige + Belonging
Contemporary value
Experience + Personalisation + Digital Discovery + Cultural Relevance
Consumer survey responses
Focus groups
Luxury industry interview
Academic sources
Exploratory mixed-methods research; findings should not be generalised to all luxury consumers.
The Research Behind the Headlines
Image source: Vogue · Can the Luxury Fashion Industry Dismantle Its Socioeconomic Barriers?Inside the Study
Survey, focus groups, interview and analysis approach.
The Seven Themes
The coding and interpretation pathway.
Image source: The Business of Fashion · LVMH and Kering Model Safety GuidelinesThe Limitations
What the sample can and cannot tell us.