Brands today are walking a fine line. They want to appeal to the rich and famous while also reaching everyday consumers. This is especially true as many shoppers are cutting back on big purchases. However, the desire for aspirational lifestyles remains strong, largely fueled by social media.
For instance, Delta Air Lines recently rebranded itself as a “lifestyle airline,” aiming to present a premium experience. Other brands, like Josh Cellars and Carbone Fine Food, are marketing their products as affordable luxuries, combining high-quality items with accessible prices. Some pharmaceutical brands are even transforming into lifestyle names, especially with the rise of popular weight-loss drugs.
Carolyn Rooke from VML highlights this trend. She notes that brands are now offering more than just products; they’re creating identity. The success of names like Glossier and Away shows how non-glamorous items can become part of someone’s lifestyle.
In addition, well-known brands like American Express and JPMorgan Chase are now targeting the everyday consumer with exclusive offers. Patrón, for example, has introduced smaller, more affordable versions of their premium products to reach younger, budget-conscious audiences.
This shift shows that luxury is becoming more inclusive. Brands are using creative ways to connect with consumers, including special events and collaborations. For example, Josh Cellars partnered with Hotel Lobby Candle to create a luxurious gift set, reflecting the brand’s commitment to being both upscale and approachable. Dan Kleinman, their chief brand officer, emphasizes that affordability is key, with some wines priced under $10. Their recent loyalty program is designed to reward frequent shoppers, making luxury feel accessible.
Carbone Fine Food, known for its upscale Italian restaurant, is also embracing this trend. According to Chris Wendling, their EVP of marketing, the brand aims to bring the classy dining experience into homes. Collaborations with luxury brands, such as a tomato-scented candle made with Malin+Goetz, aim to elevate their image. Utilizing partnerships with influencers like Alex Cooper helps the brand reach younger audiences, while still maintaining a classy vibe.
Wendling believes that even with budget cuts, their brand can thrive. The push towards affordable luxury meets consumers’ needs in today’s economy, providing them with quality products at home without the hefty restaurant price tags.
In summary, brands today are redefining luxury. They blend high-end aspirations with accessibility. As trends continue to evolve, the focus remains on creating real connections with shoppers, regardless of their budget.
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