Exclusivity: The future of luxury

One of the challenges for luxury brands is that they face the risk of being perceived as too accessible thereby losing their exclusive appeal. Appealing to the masses can be lucrative, but in doing so luxury goods and services producers also run the risk of disturbing their narrative‐meaning. The purpose of this article is to explore the debates around exclusiveness and luxury through focusing on the traditional values of materialism and importance of High‐Net‐Worth Individuals. This article should be of value to producers, retailers and operators of luxury goods and services.