Sara Bernát on today’s luxury fragmentation: “There’s almost no overlap between the Aesop shopper and the Lamborghini owner — and there’s a reason for that.”
A sharp, academic analysis on our current moment in the modern luxury timeline. Bernát’s argument: “Luxury in the Age of Fragmentation is a bit different. The gatekeepers no longer have much of a stronghold, so luxury definitions are unique and one group’s idea of it can vary wildly from another’s. The Maiyet customer’s socially sensitive and worldly view of the world stands in stark contrast, for instance, to the exclusive worldview of Lamborghini customer’s. These two brands will also most likely not share an overlapping consumer base.”
Marcela Sapone: Smart brands like Aesop have figured out that clever distribution builds brands.
Aesop and others realize that modern brand building lies in meeting today’s new consumer in the places they are: the hotel, the restaurant, the boutique. Now the onus is on CPGs to unlock new channels to break out of stalled growth.
A closer look at Australian modern luxury brands. Spoiler alert: It’s not (just) about Aesop.
It’s easy when thinking about the brands coming out of Australia to believe Aesop is the only one that (really) matters. Butt there are others––like P. Johnson Tailors and Mon Purse––that are making noise on a global stage. (1,181 words)
Aesop’s new store locations are often based on ‘gut feeling’ – not demographics.
Aesop general manager Thomas Buisson explains the Aesop retail approach. (304 words)
