New Rules of Luxury: Passports Don’t Matter Anymore

Key Points

• Luxury brands are moving away from segmenting customers by nationality and geography, focusing instead on shared tastes and global psychographics.
• Brands like Miu Miu, Loewe, and Bottega Veneta are succeeding by building identities that transcend borders and resonate with globally connected consumers.
• The decline in traditional luxury segmentation is prompting both fashion and hospitality sectors to rethink how they define and serve high-end customers.

Summary

The article highlights a fundamental shift in the luxury industry, arguing that traditional segmentation based on nationality and geography no longer applies to modern luxury consumers. Instead, successful brands are appealing to a globally connected audience defined by shared tastes and digital influences, rather than passports. This approach is also influencing the hospitality sector, where leading properties now cater to psychographic profiles rather than outdated national stereotypes.