Starting with the mass market and climbing upwards via premium, accessible, aspirational, and supreme luxury, the luxury pyramid is a mirror of the truly best brands in the world and their undeniable rise to the top. It’s also a great lesson in luxury – priceless if you’re interested in investing in secondhand preloved fashion. Ready to take notes?
The luxury pyramid can be compared to Maslow’s Pyramid, but applied to fashion – the most luxurious brands correspond to self-fulfillment and desire, while mass market brands cover basic physiological needs. When it comes to the luxury pyramid, the higher up a brand is positioned, the more valuable it is in the fashion world, the more expensive its goods are, the fewer physical stores it has, and the longer its waitlists – plus, there is no such thing as sales. At the bottom, fast fashion brands are less valuable, sell affordable goods, promote sales, have numerous physical stores and zero waitlists.
Of course, the most desired position is right at the top, and when a luxury brand attains that coveted spot, it’s usually for life. However, on the lower levels of the pyramid, it is common for brands to fluctuate. For example, Tiffany experienced a huge hit to its reputation – and position on the luxury pyramid – when it began selling less expensive silver jewelry, but was able to reverse the situation. Michael Kors, on the other hand, was not so lucky, slowly losing its luxury status and never recovering because its designs lost innovation, quality, and desirability. The 5 levels of the luxury pyramid:
Mass Market
Inclusive and super accessible, the brands based on this level live and breathe fashion any way they can and for many fashion lovers are synonymous with everyday luxury. Mass market brands include: Zara, Massimo Dutti, H&M, COS, Sézane, Mango, American Eagle, GAP, Esprit…
Premium Luxury
Special pieces and a special shopping experience are what you’ll find at this level of the luxury pyramid. When you think about premium luxury, think Calvin Klein, Guess, Hugo Boss, DKNY, Michael Kors, Coach, Diesel, Furla…
Accessible Luxury
All the fashion influencers are wearing and flaunting accessible luxury, which means you can too. Brands such as Ralph Lauren, Max Mara, Paul Smith, Stella McCartney, and Dsquared2 stand out for their quality designs and materials.
Aspirational Luxury
When you consider this level of the luxury pyramid, you’re daydreaming with your eyes open and can literally feel the authenticity and desire behind fashion powerhouses such as Prada, Dolce & Gabbana, YSL, Ermenegildo Zegna, Fendi, Louis Vuitton, Brioni…
Supreme Luxury
And finally – the crème de la crème! The highest level of the luxury pyramid is the epitome of fashion that is exclusive and timeless, presents superior craftsmanship, is the most coveted and the most iconic, and whose pieces just become more valuable over time. Yes, we’re sighing over you Hermés, Dior, Chanel, Bottega Veneta, Loro Piana, Patek Phillipe…
A great lesson in world-renowned brands and what it truly means to be coveted in the fashion world, the luxury pyramid is experience, reputation, quality, and beauty. It is our honor to showcase so many of these amazing brands through luxurious pre-loved items on MyPrivateDressing. Welcome to your very own luxury shopping experience!
