With our non-essential shopping habits curtailed, the Covid-19 pandemic is changing the meaning of luxury and causing high-end brands to reconsider their role in consumers’ lives. To highlight the opportunities that lie beyond lockdown, our new Luxury Tribes report tracks the transformation of the luxury landscape over the past five years.
Throughout, you will find up-to-date microtrends, brand activations and toolkits to show why these high-spending tribes will matter the most in the coming years, as well as the actions your brand can take to appeal to these influential consumers.
Download all four reports from our Tribes Collection and get up to speed with your future Luxury consumers.
Image credit: Paty Abrahamsson photographed by Phillipe Milton for The Future Laboratory
: The Untethered Luxurians
Challenging what it means to be wealthy, this tribe have chosen a lifestyle that prioritises freedom and self-fulfilment over a settled existence. For the Untethered Luxurians, wealth is not material – it’s the power to step off the corporate ladder, disconnect from digital technology and embark on a life driven by curiosity over comfort.
: The Life-long Learners
This tribe of high-net-worth high achievers are more interested in spending their money on self-enriching experiences than on gratuitous displays of wealth, and see little separation between work, learning and leisure. In today’s world, the truly successful are those who know how to adapt to changing conditions and consciously seek new challenges. This means that a commitment to life-long learning has become mandatory for the next generation of high-net-worth consumers.
: The Anti-Luxurians
If there is one thing that defines our Anti-luxurian tribe members it is that they do not hold the old codes of luxury close to their heart, and switch off when brands identify as heritage or create campaigns about the craft-based, artisanal nature of a product. Purist athletics gear, technology- driven fashion and brand subversion are the cornerstones that represent the multifaceted Anti-luxurians.
: The Ascetic Luxurians
High-minded individuals seeking meaning and fulfilment, Ascetic Luxurians are a privileged set who shun the brand fetishisation and buy-it-all thinking of modern consumerism. Emotionally and spiritually fatigued by hyper-commercialism, Ascetic Luxurians are world-weary yet still optimistic that society can adopt sustainable systems that give back to the planet.
You can purchase each of the reports separately or together as The Luxury Collection. If you buy all four reports at once, you'll recieve one for free.
Image credits: Travis Hollingsworth photographed by Nick Otto for The Future Laboratory
: Amy Chan photographed by Genevieve Kim for The Future Laboratory
: Travis Hollingsworth photographed by Nick Otto for The Future Laboratory
You can purchase the full collection (63 page report) which combines all four of the tribes reports in one PDF. Each Tribe report will also come with a password enabling you to unlock the original case study videos at www.thefuturelaboratory.com/tribes/luxury
To purchase the reports separately, please select your report from the drop-down menu and click add to cart.
If you are a member of LS:N Global, you can access the Tribes Luxury report collection for free. Just log in to your membership and download the report here.
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Full collection (£150):
Tribes: The Luxury Collection
Sold separately (£50):
If you’re still hungry for more, we have more than 60 Tribes across a variety of sectors to explore at our Trends Intelligence membership platform, LSNglobal.com.
Members get exclusive access to our full Tribes series which includes original ethnographic research and films covering influential subsets of consumer behaviour. Members also get access to our full library of trends intelligence reports, including the Tribes: Luxury Collection.
If you're interested in finding out more about the membership, click the contact button below to get in touch with a member of our team.
LS:N Global is a subscription-based trends intelligence service by The Future Laboratory. We provide industry professionals with original research, analysis, market intelligence and qualitative insights.
Image credit: Nim De Swardt photographed by Meredith Andrews for The Future Laboratory