HOOR HOUMANI, WHERE LUXURY GOES BEYOND PHYSICAL CHARACTERISTICS

Hoor Houmani, is the Head Of Development at Mediaquest Corp (editor’s note, Communicate is part of Mediaquest), and for her, “luxury is a deeply subjective concept, much like Einstein's theory of relativity, where perceptions vary based on individual circumstances and cultural contexts.” She explains further saying that “as a mere definition today, luxury goes beyond mere opulence and is increasingly shaped by evolving values and preferences, emphasizing sustainability, experiential wealth, personalization, and well-being.” However for Houmani certain tenants are unchangeable, “luxury has always been defined by exclusivity, exceptional craftsmanship, and the emotional connection it evokes in consumers, extending beyond mere physical characteristics or utility. It encompasses unique narratives and heritage that create a sense of pride and identity, highlighting that true luxury is not just a product category.”

When it comes to “dupes”, Houmani explains within context, “this shift is definitely blurring the lines of exclusivity as dupes provide similar looks without claiming to be the originals, thereby diluting the essence of luxury.” But again, she goes back to the market circumstances emphasizing that “new luxury brands are capitalizing on this shift by focusing on individuality and sustainability, while established brands must adapt to meet evolving consumer expectations.” Which brings Houmani to assert that “the rise of dupe culture signals a demand for a more genuine and inclusive definition of luxury, challenging traditional notions while highlighting the need for luxury brands to reconnect with their core values emphasizing transparency, heritage, and quality to maintain relevance in a market increasingly influenced by dupes.”

Gen Z’ very paradoxical relationship to ownership has changedthe goalposts. Houmani thinks that “social media platforms play a significant role in shaping Gen Z’s perceptions of luxury. Experiences that can be shared, photographed, and showcased online are highly valued, making experiential luxury more appealing than traditional luxury goods for them.” To her Gen Z “prefer brands that offer experiences that resonate with their values, such as sustainability, social impact, and cultural relevance, where personal fulfillment, social connections and memorable moments are more important than luxury goods. Brands which adapt to this mindset by offering experiential opportunities are more likely to resonate more this this demographic.”

When it comes to the idea luxury is a construct, Houmani says that “branding can create an illusion of exclusivity and desirability, even for products that are not inherently luxurious. Luxury is indeed a concept shaped by perception, branding, and social dynamics. It is a fluid concept shaped by both cultural and individual factors.”

And if there is a yin and a yang around quiet luxury and more showy one, Houmani goes back to basics saying “quiet luxury is an unspoken understanding among those who truly appreciate it. It is about the subtlety of style and the understated recognition among peers.” For Houmani, those who embrace this philosophy understand that true luxury isn’t defined by loud branding but by a refined elegance that resonates within their circle. It fosters a sense of belonging and sophistication, where the true value lies in the admiration of quality and craftsmanship rather than explicit displays of wealth.”