Redefining Luxury: Community and Belonging Over Traditional Status
Industry leaders discuss how luxury brands are shifting toward experiential models and community building.
1Shifting Luxury Paradigms
Luxury is evolving from mere status symbols to a profound sense of belonging. Michael Pinkhasov, professor at Nova SBE, highlights that modern exclusivity is rooted in relationships and shared experiences. Industry leaders argue that the traditional definition of luxury, based solely on high price points, is being replaced by community-centric engagement models.
2JNcQUOI's Strategic Expansion
Amorim Luxury, managing the JNcQUOI brand, is launching the JNcQUOI House hotel on Avenida da Liberdade this December. This project integrates restaurants, retail, and club memberships into a cohesive lifestyle ecosystem. Ricardo D'Assunção emphasizes that their goal is to foster deep connections with members through personalized agendas that extend beyond physical spaces.
3Experience Over Price
Ricardo D'Assunção asserts that the quality of the customer experience remains consistent regardless of the transaction value, whether it is forty or four thousand euros. This philosophy aligns with the views of Loewe Portugal's country manager, Rita Ricciardi, who maintains that providing exceptional service is a fundamental obligation for any high-end luxury brand.
4Transparency and Quality
The Portuguese brand ISTO challenges traditional luxury pricing models by focusing on production transparency and material quality. Co-founder Pedro Palha states that high prices are not a prerequisite for luxury. By involving customers in the production process, the company aims to build long-term value that transcends the superficiality of high-cost market positioning.
5Humanity as a Pillar
Michael Pinkhasov suggests that humanity may soon replace sustainability as the central theme in the luxury sector. As the co-author of Real Luxury, he argues that the industry possesses a unique capacity to shape global aspirations. This shift reflects a broader trend where consumers prioritize ethical human connections over purely environmental marketing claims.
6Portugal's Market Position
Francisco Carvalheira of the Laurel association criticizes the Portuguese government's historical focus on industrial exports rather than brand building. Comparing Portugal to France and Italy, he argues that the country must pivot toward creating strong, recognizable brands. This strategic shift is essential for Portugal to capture more value within the global luxury market.
7Insights from EY Index
The discussion followed the presentation of the EY Luxury Index 2026, which analyzes the behavior of aspirational luxury consumers. The report highlights that material quality is a primary driver for purchasing decisions. Furthermore, the second-hand market is emerging as a significant option, necessitating robust certification processes to maintain brand integrity and consumer trust.
8Future Industry Outlook
The luxury sector is moving toward a model where certification and authenticity are paramount. Hermano Rodrigues emphasizes that countries like France are leading in sector certification, setting a benchmark for others. As consumer behavior shifts, brands that successfully integrate community, transparency, and high-quality experiences will likely define the next decade of luxury.
Original article: ECO — Redefining Luxury: Community and Belonging Over Traditional Status