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Rebecca Robins

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Co-author Rebecca Robins, of the must-read resource book Meta-luxury: Brands and the Culture of Excellence is a champion in strengthening and making sense of the often misunderstood definition of ‘luxury’ and its fast changing dynamic as the appetite and consumption of luxury evolves like never before in history. This book released in 2012, is a must-read to get a clearer understanding and to make sense of what luxury really is — to know what are its key pillars, to understand what it is not, and it maps out something of a blueprint to what makes up the DNA of a luxury brand, a true luxury brand, and moves luxury beyond luxury. Getting beyond the marketing term and taking ‘luxury’ into the future, the authors take you inside via conversations with extraordinary talents in the business of luxury. Five years after its release we caught up with Rebecca Robins, to get…

LUXURY INDUSTRY Over the past several years, technology has reshaped the way we live, communicate and behave. It is a huge change that began in the 80’s when the first personal computers were launched into the market, and brands like Apple, Microsoft of IBM were absolute unknown to the masses; not to mention, Google, Whatsapp or Tesla. At that time, luxury brands were also experiencing their own transcendental changes, as in 1987 emerged the company LVMH Moët Hennessy Louis Vuitton SE. This merger triggered an evolution in the definition of luxury, a new stage in the development of the luxury market itself and how luxury is distributed these days. Back in 1983, the Wertheimer Family owners of Chanel, hired the iconic Karl Lagerfeld to rebuild the even more iconic brand created by the unforgettable Gabrielle Coco Chanel. Karl would give Chanel a brand new ‘look & feel’ and way to mix…