INSIGHTS: The World of Fluxury
In a world of changing demands and definitions, nothing is more in flux than the meaning of the word "luxury". Creating a unique brand experience beyond an emphasis on the product itself is increasingly important. If a holistic experience is created, truly personalized and considered by the consumer as a luxury, then a luxury product is born. For luxury is no longer just Almas caviar, Perrier Jouet champagne and Stuart Weitzman shoes. Luxury is purely in the eye of the beholder.
“Fluxury” is a term coined by trendwatching.com for the ever-evolving definition of luxury. Luxury itself is not a new concept, but its definition is a moving target. While delving further into this new realm of “fluxury”, we have uncovered several examples of how you can start to think about your brand in a new light. By tapping into learnings from the “fluxury” movement, your brand has the potential to not just exceed expectations, but move to unpredictable and rewarding heights of success.
Download Printable Fluxury Movement Insights


What the heck does this have to do with design research? Well, I’m glad you asked. Many times, brand managers are presented the opportunity to do independent pre-design research. It is the one tool that good design firms have at their disposal that goes mostly unused. Many of the reasons not to pursue pre-design research, that I have heard, stem from a fear that it may contradict the very hard work that led to the green-lighting of a project in the first place. The homework has already been done. Why run the risk upfront when it can be done on the back end and corrected at that point?