“I raised you to be an extraordinary human being, so imagine my disappointment when I wake up after five years and discover that you’re no more than ordinary,” were the words of Ellis Grey from Grey’s Anatomy.

Ordinary. What a funny little word.

In couture, the word ordinary is almost derogatory. The word luxury means “the state of great comfort and extravagant living.” That is what people expect when they buy luxury items, to be transported into a world decorated with lavish valuables that no one else can access. For once, standing out is not such a bad thing. 

There are three things that fashion houses value most: exclusivity, craftsmanship, and loyalty. That’s where their credibility comes from; it is how they stay relevant.

There’s a delicate mutualistic relationship between a buyer and a luxury brand. Buyers bring in revenue while brands give buyers status. One could argue that it’s a one-sided relationship. The moment a brand delivers an ordinary experience–one that lacks deep connection with the buyer or a product that is underwhelming–that delicate balance is disrupted. It’s difficult to regain that loyalty once it’s tainted. 

Brands are name tags that distinguish between the upper and lower class. In recent years, those tags have given in to fast fashion and the never ending demands of the common man. With that comes the consequence of being ordinary. 

Mass consumerism has taken over. It’s a war between brands and consumers ignited by greed and materialism. I think the ones who will lose are the ones who try to keep up. Luxury brands have changed their tactics. They’re attracting the interest of consumers by advertising with the peoples’ most admired influencers (models, actors, TikTokers, and YouTubers) of the time. Here’s the thing: fame is as quick to rise as it is to fall. Once luxury brands hop on the fast fashion wave, staying relevant becomes one of their primary concerns. 

So what happens? Many brands start looking for the next big thing. They hop on the next trend and the next rising celebrity. The market is fast-paced, unpredictable, and volatile. For the sake of staying relevant, brands have sacrificed the quality of the products–an aspect of luxury that buyers admire most–to release more products into the market. 

Some brands have racked up prices to “keep the wrong people from buying their products.” In other words, they don’t want the common man to be able to own their products because they’d lose points on exclusivity. But again, many brands have faced public scrutiny over their deteriorating quality despite inflated prices. 

My mother had a Louis Vuitton bag from the 90s that is in better shape than the designer bag I purchased from the same brand two years ago. The stitching is still intact, the hardware retains its original luster, and there’s minimal damage on the leather. Now that’s what luxury is about. 

Brands like Ralph Lauren and Coach have become what is known as “affordable luxury,” with many pieces priced at around or slightly above $100. Because of this, they’ve slowly transitioned to become a less desirable “luxury” brand. It’s simple: people want what they can’t have. In favor of attracting more buyers, they’ve lowered their prices to be more attainable to the average buyer. As a result, they lose their exclusivity and their luxury status. 

A prime example of a declining “luxury” brand is Burberry. The average Burberry product ranges from $400 to $1200, while the average price for a high-end luxury product can well exceed five figures. Since price determines value, their shares have experienced a -27.18% drop in value over the last 5 years. To save the business, they have also planned on reducing their workforce by 20%, which equates to about 2,000 international jobs. Next to brands like Hermès and Brunello Cucinelli, these lower-end luxury brands simply do not compare.    

Another notable brand, Ralph Lauren, has lost its prestige and can often be spotted in retail stores with prices as low as $40. Ralph Lauren has been increasing their price tags over the years to regain their original level of prestige, but they have faced backlash for their efforts–strangely only in North America. Since 2015, they’ve increased their prices by about 80%. Amidst the new tariffs, prices will continue to hike up. Despite their efforts to regain their luxury status, the quality of their products have not improved, which is why the brand is not prospering in the U.S.             

If these trends continue, by 2030, about 50% of the luxury fashion brands we recognize today will become obsolete. 

A brand is not unlike a celebrity: some stars are casted in timeless pieces, ones that are considered unforgettable. Because of their unique persona and\their role as a beloved character, they remain relevant and loved in the industry. On the contrary, celebrities that are casted into various small roles will not have the same unwavering fanbase. A luxury bag is no different. Brands tell a story. They hook buyers in with their unique philosophy. Sometimes their story resonates with buyers, but most times they don’t. That makes or breaks their success in the luxury fashion industry. 

Another factor to consider is the strong correlation between economic welfare and the success rates of luxury fashion brands. 

The 19th Century marked a major turning point: the rise of the Industrial Revolution. This made production much faster and made luxury products more accessible to buyers, nationally and internationally. Subsequently, exclusivity was deeply desired. It wasn’t a coincidence that during this time fashion houses were on the rise. Fashion moguls like Coco Chanel and Louis Vuitton consolidated their brands to prioritize fine craftsmanship, sophistication, and exclusivity. 

Conversely, during World War II, many brands were forced to shut down either because of scarcity of resources, lack of buyers, conflicts with political leaders, or all of the above. Some brands, instead, sold only a few things in their collection and closed their showrooms. 

So, it’s not a surprise that the fashion industry follows the trends of the business cycle.

What’s the other killer of luxury fashion? Ironically, under-consumerism.

Shoppers want to look trendy, but don’t want to spend thousands on a basic shirt. Instead, they shop at outlets, look for “dupes,” and explore online marketplaces like Ebay, Poshmark, and Depop that sell luxury goods that are as good as new for a significant fraction of the price. These luxury brands aren’t making money–second-hand sellers are. The money circulates amongst buyers and avoids the hands of luxury brands.

As mentioned previously, trends are unpredictable. As of 2025, vintage is all the rage. Items that were once discontinued are being put back on the market.   

What’s to say that declining brands will not quickly bounce back? 

Reputation. Once brands are known for something, either growth-facilitating or the entire opposite, it’s difficult to rebrand. For example, if a brand was known for a scandal rather than for their million dollar bags, then there would be a very different connotation surrounding the brand’s name when brought up in conversations.  

If companies are not formulaic and strategic, their efforts to stay afloat in this market will be ignored. Again, people are looking for the next best thing. If brands don’t win the battle to stay relevant, they will never win the war. 

Needless to say, brands that do not dabble in fast fashion or fluctuate their prices while retaining their craftsmanship are the ones that remain successful.  

So hey, Hermès. How do you like your crown?        

There’s a delicate mutualistic relationship between a buyer and a luxury brand. Buyers bring in revenue while brands give buyers status. One could argue that it’s a one-sided relationship. The moment a brand delivers an ordinary experience–one that lacks deep connection with the buyer or a product that is underwhelming–that delicate balance is disrupted. It’s difficult to regain that loyalty once it’s tainted.