Luxury States: New Codes of Luxury

An essential tool, the Five Luxury States define people’s emotional and psychological journeys through the luxury sector, giving rise to a new set of Codes defining the future language of luxury.

By Emily Rhodes, Marta Indeka, Fiona Harkin and Lucie Greene

These Five Luxury States are part of The Future Laboratory’s proprietary strategic framework examining people’s emotional and psychological journeys through the luxury sector.

From these Luxury States emerges a new set of Luxury Codes, designed to help your business become fluent in the future language of luxury.

In the face of economic turmoil, the luxury sector has proved its resilience and socio-economic cachet, boasting double-digit growth and record-breaking valuations. But the sector cannot rest on its laurels.

New consumer groups with dynamic and expansive tastes are demanding that luxury moves faster in order to resonate deeper. They are also demanding more from brands, in terms of product offer, experiences and responsible behaviour.

Young affluents crave more than a transactional relationship; they want to be actively part of the brand universe – part of communities – before they even start being clients. As generations raised in the streetwear era, Gens Z and Alpha are true connoisseurs and avid archivists, with highly sophisticated tastes and interests. They have a vision of luxury that involves trading in knowledge, access, community and craft.

This excerpt of Luxury States: New Codes of Luxury 2024–2025 has been shared by Luxperience Content Partner The Future Laboratory. To read the full article and recieve your complimentary copy of the report, please click here.