A luxury brand or prestige brand is a brand for which the majority of its products are luxury products. It may also include some brands whose names are associated with luxury, high prices, or high quality, even though few, if any, of their products are currently considered luxury goods. In India, luxury is cherished and valued. However, luxury brands in India are moving away from their essence in terms of exclusivity. The feeling of wonder you feel when you purchase a luxury product cannot be accurately represented by a simple graphic or photograph. Luxury is an experience, although in today's world I understand that brands have to make money and SMM works very well if you want to reach the general public, it could even be good for short-term brand. However, reaching the general public also jeopardizes the exclusivity of the brand, which means jeopardizing the luxury brand's image in the long term. Of course, there is no other controversial question in the luxury, fashion and lifestyle market today than what makes a brand “REAL” luxury? Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The industry establishment frequently claims that this or that brand simply does not live up to its inbred standards, thus negating it as a competitive threat. . But all this is changing, as the very definition of “luxury” is undergoing a paradigm shift in the consumer market. In a recent survey of more than 600 luxury retailers and marketers by Unity Marketing and Luxury Daily, industry insiders identified the very definition of luxury as the #1 threat disrupting the luxury sector. Luxury is becoming increasingly less important, with the result, as this insider put it: “Luxury retailers and brands have lost their way.” (Danziger, 2017) The perplexity facing the luxury industry today lies in the change in the way consumers define luxury and the new purchasing journey is radically redefining marketing strategy. Luxury brands in fashion and lifestyle must be very agile and innovative in order to win the favor of the new luxury consumer, which is increasing every day. The luxury industry is facing another problem that can be described as an identity crisis. The idea that luxury matters less and less to millennials is a real concern, as they will know what luxury means compared to other brands that are defined through various marketing efforts and with heavy social media influence. The challenge for marketers is to translate their brand value messages into values ​​that are truly meaningful and relevant to today's customers' lifestyles and increasingly sophisticated and informed mindsets. But on the contrary, luxury brand marketers can no longer dictate or dominate markets. To succeed, they must sincerely follow the customers' lead, an idea foreign to the powers that currently predominate in the industry. During my research, Putting the Luxe Back in Luxury: How new consumer values ​​are redefining the way we market luxury. by PN Danziger, really helped me better understand the different elements that define luxury and the values ​​that a luxury brand stands for. These values ​​remain valid in the face of the changing demographics of affluent consumers, their purchasing behavior and their new thinking about what luxury really means in the..