A luxury brand or prestige brand is a brand for which the majority of its products are luxury goods. It may also include some brands whose names are associated with luxury, high price, or high quality, although few, if any, of their products are currently considered luxury goods. In India, luxury is loved and appreciated. However, luxury brands in India are moving away from their essence in terms of exclusivity. The feeling of amazement when purchasing a luxury good cannot be rightly represented by a simple graph or photograph. Luxury is an experience, although in today's world I understand that brands need to make money and SMM works quite well if you want to reach the masses, it could also be good for the brand in the short term. However, reaching the masses also puts the exclusivity of the brand at risk, which means putting the long-term luxury brand image at risk. Of course there is no other controversial issue in the luxury fashion and lifestyle market today other than what makes a brand “TRUE” Luxury? Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay The industry establishment often claims that this or that brand simply doesn't live up to their innate standards, thus denying it as a competitive threat. But all this is changing, as the very definition of “luxury” is undergoing a paradigm shift in the consumer market. In a recent survey conducted by Unity Marketing and Luxury Daily with more than 600 luxury retailers and marketers, industry insiders identified that the very definition of luxury is changing as the No. 1 threat disrupting the luxury business. Luxury is becoming increasingly irrelevant resulting in, as this insider put it, “Luxury retailers and brands have lost their way.” (Danziger, 2017) The perplexity plaguing the luxury industry today is the change in the way consumers define luxury and the new purchasing path is radically redefining marketing strategy. Luxury brands in fashion and lifestyle must be very agile and innovative to win the favor of new luxury consumers, who are increasing every day. The luxury industry has another problem that can be called an identity crisis. The idea that luxury is less and less important to millennials is a real concern, as they will know what luxury means compared to other brands that are defined through different marketing efforts and with high social media influence. Today, every The challenge for marketers is to transcribe messages relating to brand values ​​into values ​​that are truly meaningful and relevant to the lifestyles of today's customers and their increasingly sophisticated and informed mentality. But on the contrary, marketers of luxury brands can no longer dictate or dominate markets. To succeed, they must sincerely follow their customers' lead, an idea foreign to the powers currently prevailing in the industry. During my research, PN Danziger's Putting Luxury in Luxury: How New Consumer Values ​​Are Redefining the Way We Market Luxury really helped me better understand the various components that define luxury and the values ​​that a luxury brand luxury holds. These values ​​are still valid despite the changing demographics of affluent consumers, purchasing behavior and their new way of thinking about what luxury in fashion really means. But each value must be understood correctly for today's customers. Here.