The luxury sector in Western markets has undergone considerable change in the last decade or so – the economic crisis and depression helped expedite a shift away from ostentatious, flashy design cues in favour of subtlety, craft and story.
The rise of the Millennial generation has also heralded the dawn of ‘New Wave Luxury’, where the overall brand experience is valued almost as much, sometimes more so, as the material product itself. These changing perceptions of luxury have manifested themselves in the luxury spirits category, as brand messaging and structural packaging evolves to accommodate new consumer motivations.
With increased wealth, independence and empowerment, ModernShe is turning her eye to luxury products and services that were historically ‘male territory’. As a result, many brands are seeking to specifically appeal to the rising affluent female consumer.
