The notion of luxury has undergone significant change in recent years, consumers no longer necessarily associate luxury with something shiny and expensive.

There are subtler manifestations at work. The wider context is that most Europeans, even the well-off, are locked into a culture of hard work; they face significant personal time-pressures; they have along the way a wider portfolio of leisure activities that they determinedly seek to enjoy alongside routine responsibilities.

All this has contributed to newer variations of luxury, creating different expectations and meanings across the continent.

Further, in the aftermath of economic uncertainty, what types of luxury will resonate most with European consumers? Will motivations change? We address these questions here.

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