Luxury & Street Style

The Luxury & Street Style Master Class began with these and other questions on April 28 at IE Business School, led by Susana Campuzano (@su_campuzano) and Javier Plazas (@plazas_javier).

This conference started with a challenge for the students: to distinguish, using different photographs, firstly between fashion and luxury consumers, and then the cities in which the photographs were taken. All of this was an introduction to address two phenomena that are very relevant today for the connection between luxury and street style:

The luxury market is constantly changing and what we mean by luxury brands is significantly evolving due to the digital revolution and incorporation of teen consumers, mainly in Asia and the US.

During the conference the evolution that some traditional luxury brands are experiencing was analyzed, incorporating this new segment of customers, with radically different approaches and social icons. Luxury hats and slippers are some clear examples of this new paradigm, according to Javier Plazas.

What took center stage throughout the conference was the content itself. With great expertise, the speakers showed how the digital revolution has made brands more transparent and human. So, to communicate and to be able to be relevant, these luxury brands have gone all out on content generation to win the hearts of the new segments of customers that are increasingly more connected.

In short, the event concluded that the brands of the future are not the biggest ones, but rather the most agile. The luxury brands found in the ideology of these new consumers are radically different nowadays, and in the future we will only find those companies agile enough to adapt to these new market conditions.

The speakers concluded assuring that this is just a taste of what is to come this summer during IE Business School’s Management and Marketing of Luxury Products and Services Program.