Luxury isn’t just about price tags and prestige anymore. It’s being redefined by something deeper – brand purpose, thoughtfully designed experiences, and emotional connection. In today’s market, your brand is your edge. What it stands for matters. How it’s positioned matters. And above all, how it makes your customers feel matters most.
Economic pressures are reshaping the luxury landscape. As consumers pull back on discretionary spending and tariffs drive pricing, brands are facing new challenges. While consumers still value quality and craftsmanship, even those values are being tested.
- 60% of luxury consumers report buying fewer items due to price increases.
- 50% of consumers say quality no longer justifies the rising cost of luxury.
- More than 60% prefer to invest in experiences over physical goods.
With all of this uncertainty, one thing is clear. In order for consumers to purchase a luxury product, it must feel like an exclusive experience.
For high-end home brands, your product can’t just look exceptional, it needs to feel exceptional to win today’s luxury buyer. Consumers are shifting from owning to experiencing.
For premium home brands, that could mean:
- Framing your kitchen appliance not as a product, but as a culinary experience. Showing how the product brings people together and creates a memory for the consumer.
- Turning your product collection into a design journey. Showing a way for consumers to personalize and design products specifically for their needs and style.
- Building showroom and digital experiences that let consumers feel the brand’s lifestyle, not just see it.
True exclusivity isn’t about being expensive, it’s about being personal.
What consumers want going into 2026:
- Quality Craftsmanship: Quality is still non-negotiable, but today’s consumers want more than claims. They expect craftsmanship to be demonstrated through high-touch in-person and digital experiences, along with strong brand credibility.
- Affordable Luxury: 70% of luxury buyers seek deals or special access. But this doesn’t mean slashing prices. Instead, think strategically. Offer limited-time promotions or provide early access to new collections. These are ways to deliver value without diluting your brand.
- Exclusivity: Today’s consumer wants both access to luxury goods, but also distinction through luxury goods. They want to feel special, owning something not everyone else has. Deliver this through limited editions, personalized offerings, and private membership experiences.
Where the opportunity lies:
- Stay consumer-centric: Evolve your offering around what your audience values most today.
- Connect products to experiences: How can your brand inspire emotion and storytelling? Find ways to show the consumer how the product will create a meaningful experience in their life.
- Personalize everything: From the design process to post-purchase engagement, make the consumer feel special and seen by the brand.
Luxury is transforming. Brands that adapt with creativity, empathy, and cultural relevance will lead the next era of premium living.
Source: 2025 Mintel Luxury Consumer Report
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