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Exploring the Ever-Evolving Meaning of Luxury for Today’s Consumers

In a world where the meaning of luxury is constantly evolving, The Globe sought to gain deeper insights into the lifestyle interests and perceptions of luxury among Style Advisor readers on our Globe Insiders panel. This select group of individuals represents a diverse cross-section of readers who are at the forefront of luxury trends and preferences. In this article, we’ll delve into the findings that uncover the evolving landscape of luxury in the eyes of today’s consumers.  

Diverse Lifestyle Interests 

Our Globe Insiders panel is a diverse group with multifaceted lifestyle interests. Leading the pack is travel, with a staggering 89% of respondents expressing a passion for exploring the world. Right behind, we find art (83%) and the finer pleasures in life like food, wine & spirts (83%). Design (77%), technology (74%), and fashion (62%) also play significant roles in the lives of luxury consumers.  

Print Media Reigns 

Despite the digital age, our readers still rely on print media to stay ahead of the curve. An astonishing 66% of respondents turn to print newspapers, while 61% opt for print magazines to glean lifestyle trends. In addition, 59% of readers turn to online searches, and 46% access digital newspapers for their dose of luxury lifestyle information.  

In a world dominated by digital content, print media still holds a special place in the hearts of our readers. A staggering 79% agree that reading a magazine in print feels more luxurious than its digital counterpart. Furthermore, 71% emphasize the importance of being able to read a printed copy of a magazine. 

What Matters Most to Our Readers in Lifestyle Topics  

Our readers place a premium on specific elements when it comes to what is most important to them when reading about lifestyle topics. New designs/products (70%), product reviews (68%) and Canadian-designed or made products (62%) are of paramount importance. It’s clear that readers turn to print and digital magazines, like Style Advisor, to gain valuable insights and stay ahead of lifestyle trends. 

Our readers have a discerning taste when it comes to the content they consume. Story features (53%), in-depth articles (53%) and photo quality (40%) are all highly regarded by our luxury-focused audience.  

Defining Luxury 

Luxury is a term laden with nuances. While ‘superior quality’ is the resounding association for 8 in 10 of our readers, other terms like ‘expensive materials’ (56%), ‘luxury brand labels’ (52%), and ‘indulgent expense’ (50%) also make a significant impact. Additionally, concepts such as ‘label-less quiet luxury’ (36%), ‘handmade products’ (34%), ‘locally custom-made’ (25%), and even ‘celebrity association or endorsement’ (11%) contribute to the rich tapestry of luxury in their eyes.  

Quality Matters 

Quality reigns supreme for luxury brand shoppers. When purchasing a luxury brand, readers consider several to be important: 

  • Quality of the brand’s products (97%) 
  • Price of the brand’s products (85%) 
  • Brand authenticity (70%) 
  • Brand sustainability (64%) 
  • Made/designed in Canada (63%) 
  • Brand status (26%) 
  • Appeal of brand to a diverse customer base (21%) 

In summary, luxury for today’s consumers encompasses a vast array of lifestyle interests, with quality and superior experiences at the core. As we continue to navigate the ever-evolving landscape of luxury, it’s clear that print media, like Style Advisor, continues to be a trusted source of inspiration and information for discerning readers. Luxury, in their eyes, remains a complex fusion of quality, craftsmanship, and the finer things in life, all made more vivid when experienced through the pages of a printed magazine.  

Source: Globe Insiders Style Advisor study, July 2023 

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