08/13/2026
In June, we laid out the data: luxury’s customer base has narrowed to the top 0.1%, ownership is losing ground to belonging, and the brands pulling ahead are selling membership in something rather than an object off a shelf.
That piece answered what’s changing. This one answers the question we hear most from clients in response to it: if belonging is the growth engine now, what actually builds it? ---------------------------------- Visit the link in our bio and find out why The O Group has become the leader in luxury branding.
