When the world feels a financial squeeze there is invariably a backlash of luxury that is created. Usually, this luxe in the midst of a recession trend applies only to the upper strata of the market for whom the downturn is merely a bit of bad news. But in recent times, we have seen mid market consumers crave a bit of luxury for themselves even as things look bleak. This excessive trend is so large that we have divided it into 3 parts; Exclusive Shopping Clubs, Lux Infusion and the Elite Club (the new halo).

In a time when we need some good reasons to buy, the one reason that always holds true is to be special or have something different from the rest of the crowd. We want to gain an advantage over our friends by having access to purchases they do not. This mentality has spawned an increase in exclusive shopping clubs. These clubs are much like sample sales on 7th Avenue except that they are no longer just in NY and they appear to be far more orchestrated and purposeful than random sales that only a select few stumble on. Yes, the thrill of the hunt still holds true and the member's only mentality means that some will have the edge and some won't, but at the end of the day, aren't we just looking at another clever form of ecommerce?

Lux infusion

We don't need to be millionaires in order to gain access to luxury. In fact, trend-right brands are finding clever ways to make even the most common products feel more luxurious. Colored toilet paper (to coordinate with your bathroom tile, of course), designer honey and Bling water that is offered in a Swarovski crystal emblazoned bottle that can be reused! Specialty ice cubes (think varying sizes and tastes) are also making their way into many a cocktail party. We even found luxurious detergents and home care products aimed at the consumer who craves just a little something extra with her suds! Don't mistake luxury for bling only; understated luxury that is folded into everyday products is equally trendy!

The Elite Club

This is the unattainable über halo experience that for most of us will only be seen in a fly over on the way to a business meeting in the Far East! All of the amazing stories about the development in Dubai will likely not be enjoyed by most of us but what we can learn is that the attitude of 'anything is possible' is a reality in today's world and Dubai is here to prove it. The reality is no longer the only possibility; whatever you dream up is possible! When they didn't have enough beachfront in Dubai, they brought in sand and created it. Where there was no option for skiing they created an indoor ski resort, and when the notion for an underwater hotel struck, they built that too. The impossible is what's exciting today!