Is the era of traditional luxury fading?
In a market once dominated by logos and high price tags, consumer priorities are shifting towards authenticity and tangible results.
As someone immersed in the world of fashion and constantly seeking new clients for my work, I’ve noticed this trend firsthand.
Shoppers are turning away from overhyped brands and embracing mid-range alternatives that deliver quality without the hefty price tag.
Luxury brands have historically relied on their prestige and logos to justify exorbitant prices.
But as consumers grow more discerning, this approach is losing its appeal. Here’s why:
Exorbitant Markups: Many luxury goods are priced at ten times their production cost, leaving consumers paying for a name rather than real value.
Declining Quality: High-end brands often fail to meet expectations, with notable examples like Gucci, Prada, and Chanel facing criticism for inconsistent quality and declining sales.
Over-Reliance on Branding: Instead of focusing on innovation or craftsmanship, some luxury brands bank solely on their legacy, which no longer resonates with today’s consumers.
Why are people turning away from traditional luxury?
Transparency: Mid-range brands often share details about their production process and sourcing, fostering trust.
Value for Money: Affordable brands prove that high-quality products don’t need to break the bank.
Sustainability: Many mid-range companies prioritize eco-friendly practices, appealing to environmentally conscious buyers.
Lifestyle Changes: In times of inflation and global uncertainty, consumers prioritize practicality and longevity over status symbols.
Personally, I’ve found myself moving away from accumulating multiple high-end items.
Instead, I now focus on timeless pieces that represent my values and last for years.
Dragon Diffusion: Handwoven leather bags from Belgium designer Craig Wright that highlight artisanal craftsmanship while remaining budget-friendly.
Songmont: Established in 2013, this Chinese bag brand is known for its feminine designs and mid-range prices ($250–$350).
Inspired by modern Eastern aesthetics, Songmont focuses on timeless styles, slow fashion, and quality craftsmanship, creating elegant and sustainable pieces.
Totême: A Swedish fashion house rooted in minimalism, timeless style, and meticulous craftsmanship.
Known for its chic and functional apparel, Totême offers a refined wardrobe for confident working women.
While positioned as a more affordable alternative to luxury giants like Dior or Chanel, its price point remains on the higher end, reflecting its dedication to quality and methodical design.
The Curated: Founded by Norwegian designer Nicola Harlem, it is an affordable coats made with a cashmere-wool blend, offering a luxurious feel similar to MaxMara’s materials.
While the fit may differ, it’s a solid alternative—though some coats lack a silk lining.
Tout Y Est: Minimalist and practical handbags that strike a balance between elegance and utility.
Atelier de Lumen: Modern, artistic designs that elevate handbags to wearable art.
Typology: Ingredient-focused skincare that prioritizes results over flashy marketing.
By operating online, the brand reduces costs for consumers, offering effective products at reasonable prices.
Feature | Luxury Brands | Mid-Range Alternatives |
Price | High markup, inflated prices | Fair pricing, better value |
Quality | Inconsistent in some cases | High-quality, durable products |
Sustainability | Often overlooked | Strong focus on eco-friendly practices |
Storytelling | Heritage-focused | Emphasis on authenticity and individuality |
Mid-range brands connect emotionally with consumers by focusing on:
Authentic Stories: Sharing their journey and mission.
Craftsmanship and Sustainability: Highlighting their dedication to quality and the planet.
Personal Connections: Engaging directly with their audience to build trust.
As a product photographer, I’ve noticed that brands with a clear story and meaningful mission not only perform better but are also more enjoyable to work with.
These brands often focus on building long-term relationships with their clients, making the experience more rewarding for everyone involved.
Consumers are no longer equating luxury with high prices—they value transparency, quality, and results above all else.
As I collaborate with clients, I see firsthand how a strong emphasis on these principles drives success.
Brands that focus on meeting their customers’ needs and fostering genuine connections are more likely to succeed in today’s changing market.
However, exceptions like Hermès and The Row thrive by staying true to their distinct identities.
I encourage everyone to rethink their purchases and explore mid-range brands that deliver equal or better value than traditional luxury.
What’s your take on this shift? Are luxury brands losing their edge? Which affordable alternatives have you discovered and loved? Let me know in the comments!
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