Member Brief: Modern Luxury Thesis

Housing boomed, unemployment fell, wages rose, and more Americans went to college. Even after the Great Recession of 2008, the middle-class persisted (though as a result of government policy). That bet is no longer a sure one. The upperclass is growing in vitality, the working class is growing larger, the middle is disappearing and so are its institutions. Companies that are positioning to appeal to that class are essentially committing to the pursuit of a red ocean strategy. For the DTC space, it’s modern luxury that is uncontested and new demand that is increasingly available. This resembles the traditional definition of a blue ocean strategy, a pursuit that lends itself to efficiency in advertising and organic marketing growth.

Read more by signing in. Not a member yet? Learn more here.