It’s undeniable that luxury has taken a beating this past year. With American Express Black card transactions declining for the first time since inception, no one – not even the very top – has been left unscathed. Even Michelle Obama’s choice to decorate the White House in Pottery Barn (albeit with the help of Michael Smith) speaks to the pervasiveness of the trend.
Here at Halogen, we are grappling with how to redefine luxury. Does luxury have to be exclusive? Is it about sumptuous art and living or can it be more basic? What does “luxury” mean in a world where most people have seen 40% of their wealth evaporate this past year?
Here are the core tenets of what we believe is the appropriate upgrade to luxury, and we would love for you to weigh in.
Luxury 2.0
Innovation vs. Stagnation
Socially conscious consumption vs. Excessive ostentation
Experiential value vs. Status
Accessibility vs. Exclusivity
We are unveiling our new affluent lifestyle site – Halogen Life – in April, and are working to find a voice appropriate for our times. Let us know what you think. What’s missing (or soon to be missing given the implosion of print) in your daily/weekly reading material? Who do you believe is innovating in this space?
More to come on Halogen Life as we get closer to launch…
-Wendy Nguyen, Director of Marketing