The Luxury Industry, known for its opulence, indulgence and exclusivity, is increasingly recognizing the importance of Sustainability. While it might be at an advantageous position when it comes to resources available, a holistic transition to sustainable practices, and business, poses unique challenges in the industry. Luxury has always faced prejudice for its hedonistic characteristics. However, have we ever thought that like every business, maybe it’s only delivering what the consumers are demanding? Sure brands have a responsibility to uphold but we as consumers also have the responsibility to support them.

Sustainability has increasingly become a very important factor in consumer decision making, affecting their buying behavior, post-COVID. Minimalism, Responsible Consumption and Conscious Buying have become widely accepted phenomenons across the globe. Consumers are increasingly spending more time in educating themselves about ethical practices, sustainable materials and processes, responsible behaviors, etc. They are ready to invest in a better future and are willing to put in the hard work - and also the money!

When we think of Luxury, we seldom think of Sustainability as a word that might have any relevance with it. By definition, Luxury is associated with high levels of consumption and materialism which works in direct contrast with the belief system of sustainability and consciousness.

The love affair between movies and luxury has been long and glorious. While luxury has always used movies to showcase the lifestyle it inspires, movies have looked towards luxury to add the “jazz”. But with time, this affair has evolved to more than just fashion films and campaigns.

Hearing is our second most important sense after sight and affects all of us. And not just emotions, sound also affects how we react and respond to certain experiences. The kind of music played in branded stores, used in their campaigns and advertising, and their runways and films can help the brand shape consumer behavior and affect how they experience the brand. In recent years, consumer purchase decisions have become more weighted towards emotions than towards functional benefits.

Fashion and Art have had a long-standing relationship. It has managed to pass the test of time through its continuous investment in each other. And this investment goes far beyond just monetary- it’s also emotional. The respect and admiration they have for one another serves as more than simply inspiration for their collections. They provide each other the space to explore and express themselves, and feel safe while doing it.

Elsa Shiaparelli, Marc Jacobs, Christian Dior, Alexander McQueen, Yves Saint Laurent. What is the first thing that comes to your mind when you hear these names? Luxury. And what do these designers have in common? Their love for art and its influence on their life and work. What started as a collaboration in the post-war world of the 20th century (here’s eyeing you Elsa Shiaparelli and Salvatore Dali!), has turned into a full-fledged love affair that’s still going strong, almost a quarter of a century into the 21st.

It doesn’t need a professional to tell you that your business- no matter what it is- needs a logo. A signage, a trademark, a symbol, anything that differentiates your products or services from others. It’s the first step towards building your visual identity.

A brand is no longer what we tell the consumer it is- it is what consumers tell each other it is” -Scott Cook, Co-Founder Intuit

One of our biggest pet peeves as brand managers is how often, not only common people but even graphic designers and design agencies, interchange and confuse the terms ‘Branding’ and ‘Designing’ with one another. It sets us off everytime we talk to or review one and see ‘Branding’ on their portfolios and resumes. And it’s not just a few, almost every graphic designer and design agency we’ve ever met has made this mistake.