'Quiet luxury' is still in fashion. But it has created lower barriers to entry/scale and fuelled copycats/dupes. This has hurt the luxury industry significantly.
The trend towards products with no logos has lowered barriers of entry into the luxury market, allowing niche players like The Row and Khaite to compete effectively.
In order to reestablish stronger barriers to entry, we think the logo and fashion content is important. The luxury industry should pivot back to creativity and newness.
Quiet luxury has made combinations like 'a beige cashmere jumper with wide gray pants' popular, but these styles are easily replicable at stores like COS or Uniqlo.
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