via Business of Fashion · July 6, 2026
Luxury Clients Want Meaning More Than Status
The era of buying luxury purely for status and visibility is giving way to something more personal, centred on identity, connection and self-expression. While emotion sits at the heart of brand desire across both the US and China, its expression diverges sharply between markets,…
The Story
As luxury’s reset makes desirability harder to build, emotional connection is emerging as the clearest place to start. In both the US and China, it ranks as the top driver of brand desirability, ahead of more traditional markers such as craft, heritage and trends.
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Original report
Business of Fashion
