Luxury is wasted on the young, but not the young at heart
While the ‘Sex in the City’ reboot ‘And Just Like That’ clearly polarised some fans, Giorgia Butler, head of strategy and innovation at Nunn Media writes about luxury and the importance of luxury brand marketing to the ‘older generation’ back into focus.
Love it or loathe it, I have to admit to a quiet enjoyment of HBO Max’s reboot of Sex and the City, And Just Like That.
The ultra woke storylines, ostentatious fashion and the sheer amount of botox alone are enough to keep me entertained after a busy day of zoom calls and caffeine. But more than that, the show has highlighted a concept dear to my heart – the impact older representation can have when we remove ageist stereotypes in the media. And there’s one big stereotype this show has made me question; is this what luxury looks like now?
“Case in point; Rolls-Royce sold more cars in 2021 than it had in its entire 115 year history.”
I doubt that statement’s veracity in the way it is worded. Yes, with global annual sales of 5,586 in 2021 they did eclipse the 5,100 global annual sales of 2019.
But to say that they sold more than in its entire 115 year history is gilding the lily … on steroids. In the previous decade (2011-2020) sales amounted to 39,116.
I hope you meant to write “Rolls-Royce sold more cars in 2021 than it had in any other year in their entire 115 year history”.