Big Is the Enemy of Cool: The New Luxury Opportunity

Luxury has lost its meaning — and consumers have noticed. In this provocative episode, Marie Driscoll, one of fashion’s most respected analysts, joins Matt Mueller to dissect how “big is the enemy of cool.” Marie explains why skyrocketing prices and falling quality have created a trust recession, and how transparency, storytelling, and craftsmanship can win it back. They explore the rise of “mastige” brands, the dilution of exclusivity, and what younger labels can learn from heritage houses without repeating their mistakes. Whether you’re in luxury, CPG, or mainstream retail, this episode reveals how to rebuild value through authenticity, not hype.

Chapters
00:00 The Evolution of Luxury
03:36 Defining True Luxury Today
06:28 Consequential Shifts in Luxury Retail
11:36 Trust Breakers in Luxury Brands
17:24 The Impact of Growth on Brand Integrity
22:40 Strategies for Younger Brands
28:03 Distribution Strategies in Luxury
33:43 Future Risks and Opportunities for Luxury Brands

 Keywords: luxury retail, brand trust, consumer authenticity, fashion strategy, storytelling, premium brands, Rethink Retail 2026 

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