{"id":9721,"date":"2023-11-22T01:37:53","date_gmt":"2023-11-22T01:37:53","guid":{"rendered":"https:\/\/agility-research.com\/?p=9721"},"modified":"2024-11-13T08:40:04","modified_gmt":"2024-11-13T08:40:04","slug":"brunello-cucinelli-the-2000-cashmere-sweater-selling-master-of-stealth-wealth-fashion-is-booming-as-the-loud-luxury-trend-wanes","status":"publish","type":"post","link":"https:\/\/agility-research.com\/zh\/brunello-cucinelli-the-2000-cashmere-sweater-selling-master-of-stealth-wealth-fashion-is-booming-as-the-loud-luxury-trend-wanes\/","title":{"rendered":"Brunello Cucinelli, the $2,000 cashmere sweater-selling master of ‘stealth wealth’ fashion, is booming as the ‘loud luxury’ trend wanes"},"content":{"rendered":"\n
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The “quiet luxury” aesthetic was best characterized by the costume choices of the main characters in HBO’s series “Succession.”\u00a0Claudette Barius\/HBO<\/strong><\/p>\n\n\n\n

Business at Brunello Cucinelli, which has become the poster child of the “quiet luxury<\/a>” fashion movement, is booming. <\/p>\n\n\n\n

The Italian luxury brand, known for its ultra-luxurious $2,000 cashmere sweaters, raised its guidance<\/a> for the year on Tuesday after reporting a 31.9% increase in profits during the first six months of the year. Sales were up 30.5% on a constant currency basis during that time. <\/p>\n\n\n\n

In a call with investors after reporting its results, the company’s executive chairman and creative director Brunello Cucinelli called out the quiet luxury movement as being a key contributor to its recent growth.<\/p>\n\n\n\n

“This year, we’re actually harvesting the fruit of taste,” he said. “People’s taste is towards no logo … It’s about quiet luxury. So, of course, for us, this is a big advantage,” he added.<\/p>\n\n\n\n

Quiet luxury or “stealth wealth” has been a leading movement, and trend, in fashion this year. It is considered to be the antithesis of the flashy “dopamine dressing<\/a>” that dominated the fashion cycle after the pandemic; the focus is on wearing high-quality clothing and accessories that are both timeless and understated. <\/p>\n\n\n\n

This aesthetic has been best characterized by the costume choices<\/a> of the main characters in HBO’s series “Succession.” Think $600 Loro Piana baseball caps and $700 Tom Ford jackets.<\/p>\n\n\n\n

But fashion experts say this style of dressing has emerged in part in the Western world as a reaction to the current economic climate.<\/p>\n\n\n\n

“When huge bits of the population are struggling to hang onto or heat their homes, flaunting extreme expressions of wealth looks tone-deaf,” Lorna Hall, director of fashion intelligence at trend-forecasting firm WGSN, previously told\u00a0Insider<\/a>.<\/p>\n\n\n\n

“Right now, we are living through times that call for that more pared-back approach,” she added.<\/p>\n\n\n\n

In China, quiet luxury has taken on new meaning<\/a>, experts say, to become a status symbol for the ultra-rich.<\/p>\n\n\n\n

By wearing expensive products with low-key logos, these shoppers project their status in a subtle way without having to flaunt their wealth. Meanwhile, “loud luxury” and logo-heavy fashion has become a symbol of the “xinqianfeng,” or the new-money aesthetic. <\/p>\n\n\n\n

“They [the ultra-rich in China] care more about fine design details and sophistication rather than using luxury as a badge for broadcasting their status widely,” Amrita Banta, managing director of luxury insights firm Agility Research & Strategy, told Insider.\u00a0<\/strong><\/p>\n\n\n\n

“They want to both keep a relatively low profile and not appear too “tuhao” or nouveau riche. They care more about how they appear to ‘those who know,’ but not the public at large,” she added.<\/strong><\/p>\n\n\n\n

Article by Business Insider: As ‘Quiet Luxury’ Continues to Dominate, Brunello Cucinelli Thrives (businessinsider.com)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The “quiet luxury” aesthetic was best characterized by the costume choices of the main characters in HBO’s series “Succession.”\u00a0Claudette Barius\/HBO Business at Brunello Cucinelli, which has become the poster child of the “quiet luxury” fashion movement, is booming.  The Italian luxury brand, known for its ultra-luxurious $2,000 cashmere sweaters, raised its guidance for the year on Tuesday […]<\/p>\n","protected":false},"author":1,"featured_media":9761,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,41],"tags":[51,49,46,48,50,45],"class_list":["post-9721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting","category-news","tag-global-millionaire","tag-hnwi","tag-insights","tag-luxury-brands","tag-uhnw","tag-wealth"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\n\t\t\n