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Luxury Reborn – Products & Concepts That Have Been Reinvented


Nothing stays forever. Change is inevitable. It is so in luxury as well. We discuss three brands that have changed their concepts to suit current times.

By: Soumya Jain

Change is important. As people change, so do their needs, desires and ideas. Brands and products need to accordingly reinvent themselves. Sometimes it happens by choice, sometimes by force. And with the current generation of Millennials, brands have had to walk a tightrope between tradition and innovation. The coming up Generation Z is going to change things again. We talk about three such brands and products that have molded themselves as per current times.

1.      InterContinental San Juan – One of the most popular hotels in San Juan, Puerto Rico, like all other hotels in the city, InterContinental San Juan also faced the wrath of nature during Hurricane Maria in 2017. But kudos to the brand that it resurrected much more quickly than the other hotels in the area. The hotel had already undergone extensive renovations which were completed in 2014. After the hurricane, one of the major new features that they introduced in the property was their room locking mechanism. No card key required! They would give it a chic band which you could wear on your wrist or arm, and tap it at the door lock for the room to open. The band also gave access to other public areas of the InterContinental San Juan. And it’s waterproof! This new technology made life much more easier for guests, who didn’t have to carry around a separate key.

2.      Fendi Baguette – The hugely popular, iconic Fendi Baguette handbag was a sensation when it was introduced. This tiny bag with a short handle which could be tucked under your arm, was made famous with Sarah Jessica Parker’s role in Sex in the City. But with the current times, the bag has been redesigned to suit women today who are always on the go! Along with the short handle, Fendi Baguette has been given a longer shoulder strap as well, which can make it into a crossbody bag too – providing the ultimate comfort a woman could need. Talk about customer being the king!

3.      AER Mumbai – Located on the top of the Four Seasons Hotel Mumbai, AER Mumbai is an international favorite when it comes to rooftop bars. Even then, AER Mumbai has kept its architecture and décor the same, but revamped its menu and music offerings. With a much more diverse entertainment menu, its cocktails and hors d’oeuvres have also given the bar a new life! The reason? Again – matching up to contemporary times and the needs of millennials. And the reinvention has been done phenomenally well.

Soumya Jain is the Chief Editor & CEO of LuxuryFacts.com – the first and only luxury blog and magazine in India. She is also the Co-Editor of ‘The Luxury Market in India: Maharajas to Masses’, published by Palgrave Macmillan and launched in September 2012. The book is a window into the highly complex Indian luxury market. Soumya is also a visiting lecturer for luxury marketing and online journalism at leading educational institutes in India. She has been invited to speak at conferences and address industry colleagues about the Indian luxury market. Recognising her knowledge of the market, she has been quoted by media such as Fast Company, Wall Street Journal & Financial Times among others, while also contributing articles on luxury in various publications.

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