Every time a new report drops on the state of retail or luxury, I pause before opening it. Not because I expect surprises, but because the numbers always reveal a deeper story about how people are changing.
The recent Forbes piece on declining luxury brand valuations is one of those moments. It doesn’t just signal a market shift; it mirrors the mindset of today’s customer.
For years, luxury thrived on aspiration. People reached for brands that stood for something: success, craftsmanship, belonging. But when prices climb and relationships don’t deepen, that balance breaks. What once felt aspirational starts to feel out of reach.
And this isn’t just about luxury. It’s a preview of what’s happening across every category.
Today’s customers, no matter their income, want three things:
Transparency. Why does this brand exist? What does it stand for beyond its products?
Utility. Does this make my life better, easier, healthier, or more joyful?
Connection. Do I feel seen, understood, and part of something larger?
When any of those three break, so does loyalty.
So where do brands go from here?
Rebalance value and values. The best brands will stop thinking in terms of “premium pricing” and start earning their pricing through trust, relevance, and meaning.
Redefine exclusivity. In this new era, access is the new aspiration. Personalized experiences, limited collaborations, and digital memberships create belonging without closing doors.
Invest in emotional equity. Luxury used to mean owning something beautiful. Now it means being part of something meaningful. Experiences, storytelling, and shared purpose build connection far better than any logo ever could.
Build agility into the model. Markets shift. Economies tighten. Platforms evolve. The brands that last will think like startups, responsive, data informed, and never entitled to attention.
The leaders I admire most aren’t lamenting this moment. They’re using it as fuel to reinvent, to reconnect, and to create brands that feel more human, more inclusive, and more intentional.
Because resilience doesn’t come from being untouchable. It comes from being adaptable and staying close to the people who make your brand matter.