From understated to individualism: How social media is redefining the rules of luxury
A Talk by Morgan James and Marissa Callender
About this Talk
From TikTok hauls to curated Instagram feeds, digital platforms are not only shaping trends but rewriting the rules of what luxury means today.
Rather than mass appeal, people are focusing on standing out. But in an understated way. Craftsmanship, timeless design and individuality are becoming the ultimate status symbols, putting the designer back at the centre. Who you’re wearing, rather than what, is reflective of your world view. But what’s driving this shift? And how can brands make sure they’re always one step ahead of what’s trending?
Whether you’re in fashion, marketing, real estate or retail, join this session to explore how social media is transforming the way people engage with—and buy—luxury. We’ll be discussing:
- What factors drove consumers to prioritize luxury, dopamine spending
- The impact of economic uncertainty and its influence on consumer purchases
- The social trends that drive the evolution of purchase decisions
- Can brands solely depend on heritage ? Takeaways on how to integrate these consumer learnings in the development of a brand strategy
About The Speakers
Morgan James
My passion is harnessing what people organically say to reveal not only "the what" but the underlying "why." For over a decade, I've had fun identifying shifts in culture, sentiment, and attitudes that profoundly impact the world around us.
Marissa Callender
Marissa is a Strategic Intelligence and Foresight Strategist who loves decoding the ‘why’ behind evolutions in consumer behavior and trends. Her passion for people, history, context and culture is seen in all her work as she is known for incorporating them in her insights and strategies.
