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Trends Macro - Liberation Luxury A new mindset has emerged defying traditional stigmas around consumers in the luxury market. Socio-economic changes are affecting consumer behaviour and purchasing decisions. Affluent consumers are feeling more guilt nowadays when purchasing luxury goods, in the current pandemic climate. This has created a new identity for global luxurians, ruling out age, gender, race or nationality. LS: N Global, states “A shift has occurred among the majority of the affluent population… the new status is a life of purpose, not of possessions.” (LS: N Global, 2019). Luxury brands have now downplayed privilege and have had to recreate their own image and voice on modern luxury.
Micro - Heritage refashioned There is now a demand for the luxury sector to address change in the industry and the connotations behind its colonial heritage. “The luxury is still plagued with white elitism. Rather than taking pride in exclusivity, actively decouple luxury from price point, and focus on making your products and services accessible to anyone who shares your values.” (Friend and Scott, 2020). Movements such as Black Lives Matter have resurfaced underlying transgressions within the fashion industry particularly within the luxury sector. Luxury brands are now focussing on building authentic and intimate relationships with their consumers. Daily Paper have already branded themselves as a brand for consumers. Using their consumers as inspiration and for their brand, motivates Daily Papers marketing and advertising strategies. Luxury brands are rebranding their heritage, as those narratives are connected to negative connotations of colonialism. “Heritage is becoming demystified as a euphemism for the heavy history behind brands.” (Friend and Scott, 2020). Brands need to redefine their meaning of heritage. Daily Paper uses their African heritage as a strength, in comparison to brands relying on colonial heritage inherited from past generations as a marketing ploy. Daily Paper embraces and celebrates their culture authentically, acknowledging the marginalised and the disconnect with consumers that aren’t deemed as affluent. Daily Papers targets their consumers by being truly authentic to themselves as a brand. They envision that all consumers purchasing their products should be a part of one community, luxuriant or not.
