Why it Matters: There is, no pun intended, a new thirst for luxury. It’s not the same luxury that existed fifty years ago; this luxury is centered on simpler things, only more upscale. In an era where everything has a knockoff, premium can be a dollar menu item or a lavish hotel suite—so, someone needs to set the bar. New luxury is about specialty and specialization, and exclusivity is only happening as brands themselves set the standards on how many of each product is available, and for what price.
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