Shifting signifiers of premium, and how brands can adapt

Alex Gordon

Looks at how brands can align themselves with the new cultural rendering of “premium-ness”.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Premiumisation is a strategy that has been used by brands across many categories – from travel to grocery – to differentiate themselves as consumer expectations increase
  • This is particularly true of brands in Western markets. In contrast, brands in the Middle East and East Asia are still benefiting from the buoyant economies and high consumer consumption
  • Due to widespread premiumisation strategies in the West, consumers have grown used to the idea of “accessible luxury” – and old...

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