![\"emily](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/attachment-emily-in-paris-1.webp\" "\\"emily")
<\/p>\n
The context makes the task even more perilous. After three years of successive price hikes, the luxury sector enters a crisis in 2024 and loses 50 million buyers.<\/b> The price lever has been exhausted<\/b>, and brands must find other ways to convince consumers. This is where culture comes into play<\/b>. Luxury now operates under constant tension<\/b>, where too much presence trivializes the brand and too much distance renders it invisible\u2014a situation with serious consequences.<\/p>\n
<\/p>\n
Tod\u2019s is a striking example<\/b>. The Italian house, with its renowned artisanal expertise and unquestionable heritage in leather, has long prioritized absolute discretion. Few cultural collaborations, little presence in contemporary discourse, and a classic, almost static image.<\/b> The result: a gradual decline, falling sales, and a loss of relevance<\/b> so severe that the brand ultimately delisted from the stock exchange in August 2024.<\/p>\n
<\/p>\n
Tod’s did not suffer from an excess of visibility. It suffered from no longer existing in the imagination of its future customers.<\/strong><\/p>\n <\/p>\n <\/p>\n Culture has become a storytelling lever and a space of influence in its own right<\/b>. It allows brands to go beyond the product to anchor themselves in shared cultural references and broaden their reach<\/b>. But this dynamic rests on a fundamental tension: while culture belongs to everyone, luxury, by its very nature, belongs to only a few. Engaging with it without caution amounts to diluting its rarity in the masses.<\/b><\/p>\n <\/p>\n <\/p>\n Burberry is the most telling example<\/b>. In the 2000s, its famous check pattern was adopted by \u201cchav culture\u201d<\/b> (a subculture of young people from disadvantaged backgrounds, ed.), leading to counterfeits, overexposure, and a loss of control over the brand\u2019s image. To recover, the brand removed the pattern from 90% of its products and repositioned itself<\/b>. But the pendulum swung too far: in 2023, a shift toward ultra-luxury, with price increases of 30 to 40%, led to a collapse in revenue<\/strong> (down 15%) and operating profit<\/b> (plummeting 88%). Burberry failed to strike the right balance between cultural accessibility and exclusivity<\/b>. Too open, it diluted itself. Too closed, it cut itself off from its market.<\/p>\n <\/p>\n The lesson extends beyond fashion<\/b>. In the spirits industry, Hennessy<\/b> has rooted itself in hip-hop and African-American culture<\/b>, even becoming an official NBA partner in 2020. Yet cognac sales in the United States have plummeted by nearly 40% since 2021, as young consumers turn to premium tequila.<\/p>\n <\/p>\n <\/p>\n <\/p>\n Behind this cultural presence lie radically different approaches<\/b>, which are not equal.<\/p>\n <\/p>\n On one hand, an opportunistic culture<\/b>. Driven by hyper-growth strategies<\/b>, some groups are multiplying touchpoints: high-profile collaborations by Saint Laurent<\/b> with major figures in contemporary cinema, immersive experiences by Gucci<\/b> on Roblox. These initiatives capture attention and reach new audiences. They are genuinely effective, but their sustainability depends on their alignment with the brand<\/b>. However, when a collaboration is dictated by an algorithm rather than the brand\u2019s DNA, it eventually runs its course.<\/p>\n <\/p>\n <\/p>\n On the other hand, a legitimate culture<\/b>. One that doesn\u2019t chase the conversation but creates it<\/b>. Chanel<\/b> showcases its heritage through its M\u00e9tiers d\u2019Art collections and the 19M, a space created by the House to open its artisans\u2019 work to the public. Louis Vuitton<\/b>, by partnering with Formula 1 for ten years, naturally extends its travel DNA through the Trophy Trunks present on every podium: its visibility is massive, yet rooted in historical legitimacy.<\/p>\n <\/p>\n <\/p>\n And consumers know the difference. According to an Ogury study<\/b> conducted in 2025 with over 7,500 respondents, 36% believe that a strong brand heritage alone justifies a higher price<\/b>. Legitimacy cannot be decreed. It is built and capitalized upon.<\/b><\/p>\n <\/p>\n <\/p>\n In a saturated environment, quiet luxury emerges as a strategic stance<\/b>. It is not about renouncing visibility, but about setting conditions for it. The shift is profound: 43% of consumers surveyed<\/b> in this same Ogury study acknowledge that their perception of luxury has evolved recently<\/b>. For 25% to 30% of respondents, this uniqueness is a decisive factor in purchasing. What drives purchases is no longer what is visible, but what is felt.<\/b><\/p>\n <\/p>\n For a luxury brand, the challenge is therefore no longer about where to appear, but about controlling how it is perceived.<\/b> The real challenge lies in creating a distinct identity that remains true to its heritage while resonating with the times<\/b>. Luxury has never been about visibility, but about perception, emotion, and meaning. The Houses that forget this will not disappear amid the noise. They will disappear into indifference.<\/p>\nCulture as a new territory of desirability\u2026 under tension<\/h2>\n
![\"burberry](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/burberry_campaign_Spring_2026-819x1024.jpg\" "\\"burberry")
![\"Hennessy](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/Hennessy-Made-for-More-1024x577.png\" "\\"Hennessy")
Two cultures, two approaches<\/h2>\n
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/david-cronenberg-saint-laurent-1024x576.jpg\" "\\"david-cronenberg-saint-laurent\\"")
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/Louis_Vuitton_Automobile_Club_Monaco-1024x1024.jpg\" "\\"Louis_Vuitton_Automobile_Club_Monaco\\"")
Mastering distance: the true driver of desirability<\/h2>\n
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/hennessy-lebronjames-campaign-1024x548.webp\" "\\"hennessy-lebronjames-campaign\\"")