I recently saw an advert in Conde Nast Traveler magazine claiming boldly that luxury is overrated. At first I was interested in the different angle on the subject of luxury brands in the current climate. I disagree with this statement as it largely depends on the definition of luxury.

Luxury can mean different things to all of us, depending on the environment we are in. For example my luxury needs, if traveling First Class on a commuter train, are very different to the ones if I had the luxury of traveling First Class on an airline. Whilst they are different, they are just as important and demanding, and require the brand to be continually responding to and meeting my specific needs and expectations.

Whether you're buying a first class ticket, penthouse apartment, luxury holiday, expensive car, luxury is expressed in many different ways. The customer has expectations that must be met throughout the whole experience, so that not only do they leave with a desire for more but better still, speaking highly of the experience.

Having worked on many luxury brands from American Express Platinum card, First Great Western First Class, ELAL First Class, The Residence, Guildford and more, I have found luxury is less tangible and goes beyond the obvious bling and one size doesn't fit all. Working on each of these brands, helping deliver luxury, was very unique and tailored as should be the brand experience.

When did you last experience luxury delivered by a brand?