From Acquiring to Creating
Then: The Affluent traditionally used their wealth to accumulate material possessions. Their ability to afford expensive items was seen as a status symbol.
Now: With the growing appreciation of craftmanship and experience, luxury is redefined as having a hand in the making of those things themselves. The craft now holds as much, if not more, value than the material outputs. Luxury brands are now giving avenues for their rich clientele to express their individual identities in the production process.
Signal in the market: luxury personalisation
1 Atelier is a new fashion startup that lets customers design a luxury bag from scratch, merging the worlds of high-end fashion and technology.