A short definition of luxury

Luxury being usually associated with many unclear metaphors (excellence, expensiveness, timelessness, exclusivity, rarity…), one must rationalize its definition for branding’s purposes.

Here is our inspirational vision:

“Luxury is defined by a proven combination of heritage assets, personalization options, and high-end craftsmanship”

Because what are consumers actually buying when they purchase a luxury product or service? History, tailoring, and outstanding quality. The three and only core criteria that nourish purchase motivation (either functional and emotional), and make sense from a DNA perspective. We will then refer to a luxury brand in these consumer-focused terms:

“A luxury brand is a brand whose global perceived image is based on history, tailoring, and outstanding quality”


The luxury industry covers the upper segments of a wide range of sectors associated to personal, experiential or perennial universes. Major sectors are:

  • Fashion (clothes and accessories, bags, shoes, eyewear)
  • Cosmetics
  • Jewelry and watches
  • Hospitality and gastronomy (hotels, restaurants, food, wine)
  • Transportation (cars, planes, boats, motorcycles, bikes)
  • Lifestyle
  • Real estate

See our index of selected luxury brands.