THE age OF LUXURY
VISUALIZING THE PERCEPTION OF LUXURY BRANDS
THE RISE OF LUXURY
INTRODUCTION
Luxury goods have become increasingly apparent in our society. Especially in America, there is a heavy consumer culture. Yet, with the modernization of fashion and luxury brands, how has the perception of the most prestigious brands changed within the past few years?
DROP CULTURE
"Drop" culture has become a popular new mechanism for street-wear brands. Unlike traditional luxury companies, these brands don't have fashion shows. Traditional luxury companies have to find a way to modernize their brand while staying true to what makes them luxury - their heritage
CELEBRITIES & INFLUENCERS
Our celebrity-obsessed culture begets a high brand awareness of the top brands and has led to the birth of new companies. With visual platforms like Instagram, what people are seen wearing has become a symbol of status now more than ever.
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THE CORPSUMER
To make matters worse, large scandals in recent years have hurt the perception of these brands. The emergence of the corpsumer means that consumers don't buy things simply for the product itself, but also for what the company stands for. In other words, companies must be aware of social trends and issues else be canceled by the public.
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So what can THEY do?
This data project aims to investigate how the sentiment toward luxury fashion brands and specifically how the attitude toward their shows has changed over time. Given changes in management, logo design, scandals, and new directions in their collections, how much have each of these actually affected the perception of the brand?
