OPINIONS | Rebecca Robins

Rebecca Robins

1.618 :“According to you, what is the future of luxury?”

Rebecca Robins: “True luxury is about excellence. The term ‘meta-luxury’ recognises what is now ‘beyond’ a word that is devoid of meaning, as we set out to define the ultimate meaning of true luxury. Meta-luxury is a business model reflecting the culture of excellence, one that derives from excellence as a conviction rather than luxury as a convention.

As the consumption of luxury is changing, with a reassessment of what we value and why, there is an increasing gravitation towards a more intelligent luxury. Ultimately, brands that create value across generations become a vital and valuable part of our culture, and that resonates deeply with more discerning and knowledgeable connoisseurs.

The future of true luxury is best crystallised in the confluence of the organising principles and demand drivers of: Craftsmanship, Focus, History and Rarity. Luxury brand leaders will succeed in leveraging these principles as they face the challenge of staying true to their unique DNA and heritage while remaining relevant for generations to come.”

Rebecca Robins, Director for Europe, the Middle East, Africa and Latin America, Interbrand

Rebecca Robins is Director EMEA & LatAm at Interbrand and co-author of the leading business book “Meta-luxury: Brands and the Culture of Excellence” (Palgrave Macmillan). She is a regular speaker at conferences and passionate commentator on brands and has been named to Luxury Women to Watch 2014.