Alexander's Collection, a Hong Kong-based ultra-luxe and niche market brand, is opening its doors for business in Europe with an eye on future expansion in the US, UK and Middle East.
The company's extraordinary marketing strategy invites a limited number of high-end partners for collaboration. It mainly targets the so-called "golden addresses": the most sophisticated locations with premium showrooms where exclusive Alexander's Collection product is on display. Spain is the first country for such expansion.
Exclusive Collaborations and Limited Edition Products
The global luxury goods market was projected to grow at a CAGR of 4.8% from 2021 to 2028, reaching a market value of USD 402.5 billion by 2028.
Reinventing Personalization is the Key in the Ultra-Luxury Brands Future
Today there are crucial changes and incredible metamorphoses in the perception of beauty, aesthetics, and art. Mass products have overwhelmed the market. The so-called luxury segment has not been left behind, and following these changes is adapting to the stereotypes of the market. This applies to the real estate industry as a whole: not only to the level of architecture, but also to interior design in general, including the standardisation of the lifestyle of the wealthy.
If earlier the possession of individuality was a criterion of exclusivity, today we see how quickly the world is slipping into the mass market.
There is so-called 'elite' or luxury real estate all over, as well as interior design becoming standardised. Even car brands are sliding towards mass production, releasing more affordable models on the market, keeping the world-famous logos on them. Catastrophe is in the air. All this results in feralisation and the formation of a new culture, where the mass becomes the protagonist but individualism and chosenness have almost no place.
We come to a point of paradoxical situation. Young designers are brought up on this new consumer culture and have no idea about the high concept of 'luxury'. And then, then what they could create and what kind of road the mankind should take further in the eternal pursuit of the growth of consumption.
However, in the pursuit of consumption and mass production, most people do not realise a new trend leading to the stratification of society into the super-rich and everyone else. The middle class gets the mass market. This new, emerging trend is 'ulta luxury'. Wars, epidemics and crypto exchanges have generated new wealth. The crisis the world is facing with the devaluation of fiat money is provoking the emergence of a new world. Brands producing ultra luxury goods and services are about to be demanded again by this emerging global moneymaking class.
One such a niche brand is entering the market, whose priority has always been and remains products that are not available in the market. Alexander's Collection brand is defined by features that are virtually unheard of today. These include breakthrough ideas in design, preservation of unique production and world-class craftsmen. Perhaps its time is just coming. All the long years of development, the criteria have never changed: quality, design of the highest level and limited production. All collections are Limited Edition and bespoke.
Ultra-Luxury Brands Offer a New Level of Exclusivity
The world needs new talents, new and fresh ideas, the world needs new leaders capable of global and fundamental change, pioneers who are able to show art to the chosen few. It is the select few who leave a trace in history. In the past, such chosen ones were the aristocrats. It was them who preserved and brought to us the best works of art, the best models of architecture and interiors. It was on them that the entire culture of mankind was built. Today, obviously, this niche is occupied by the super-rich class, who are able to buy works of art in order to leave it all for posterity. To be more precise, a small part of this class capable of still seeing the undeniable aesthetics, commensurate with the aesthetics of nature. No one needs to prove the beauty of nature. The aesthetics of nature are universal.
Therefore, if such talents do not emerge today, the world awaits stagnation, degradation and feralisation. A new renaissance could be made only by those who are not afraid to go forward, defending their vision, those who are able to design new styles, including, first of all, luxury industry. We need enthusiasts for this new renaissance.