Luxury

With an average Brand Intimacy Quotient Score of 28, the category is above the cross-industry average. Luxury brands may have benefited from wealth concentration and the “lipstick effect,” as affluent consumers continued luxury purchases as a form of accessible indulgence during uncertain times.

Identity is the dominant archetype. The category ranks first in the study for identity. Compared to other industries, luxury places second in the percentage of users in sharing, the first stage of Brand Intimacy, and first in fusing, the last stage of Brand Intimacy.

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