Modern Day Luxury Essay

Deluxe: How luxury lost its luster, by Dana Thomas, brings a hard hitting, raw look at the world of luxury and the mass demand of luxury that has occurred. The book was published by the Penguin Group in 2007. Luxury is defined by Thomas as truly special, and was only available to the aristocratic world of wealth and old money in western culture. Luxury signified an experience and lifestyle that denotes royalty, fame, and fortune. However, with large companies owning the former family-owned luxury producing businesses, profits are the main goal not the production of luxury. Thomas reveals the unfortunate demise and rise of

In the beginning of the 20th century luxury brands were something exclusive, only available for the upper class that was strictly divided from other parts of the society. Brands pertaining in this category are often referred to as prestigious luxury brands and include: Luis Vuitton, Burberry and Channel. During this era fashion was usually created by these selected few and then spread to other parts of the population through the so-called trickle-down effect (Brandchannel.com).

Logos on items can mean more to a person more than the item itself. Growing up, something I found brand loyal were my shoes. Regardless, if the pair of shoes I had were ugly or good looking, the brand mattered more to my peers and myself, and this stood nearly the same for lots of my high school learning experience. The value of a brand can make any regular item into becoming more than what it is worth for. One brand that I have looking at is Levi’s Jeans, majority due to the fact that the fall is settling and I need some new jeans. Levi’s Jeans has an interesting logo that they put on their jeans, while they have a very simple logo for shirts. The difference of logos is because their logo signifies the toughest of the pants, while their shirt logo is simply for wear. The logo on the jeans, seem more reasonable to write about compared to the shirt logo.

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

Luxury brands are an innovative concept both from the perspective of a marketer and the consumer.

In order to maintain its credibility, Chanel has had a number of illustrious celebrity endorsers, including model Kate Moss, actresses Nicole Kidman, Audrey Tautou, and now Keira Knightley. By having such a renowned face for its latest fragrance, Chanel has not only accomplished the feat of maintaining its credibility, but it has enticed the viewer.

A luxury brand is a brand that consumer associates it with luxury. Most of its products are luxury goods. It includes brands whose names are associated with luxury, high price, or high quality goods.

The consumption of luxury goods in China is mounting sharply. Not only those born to elite families, but also many common people are greedy for luxury brands (China, a Booming

Sociocultural: In the recent years, the desire to appear wealthy has attributed to the increased popularity in luxury products. Also, the desire for luxury goods was promoted by effective advertising and TV programming that promoted conspicuous consumption to middle-income consumers. Middle-income consumers also tend to “reward” themselves with luxury items.

Influence consumer purchase: Association with a celebrity is a matter of prestige, his/her involvement in an advertisement would influence his/her fans to adopt the same brand. Example an advertisement featured by any of Real Madrid or Barcelona stars would generate new accounts for the Organisation because it has been testimony by their favorite celebrity.

Advertisers, especially fragrance advertisers stick to a ‘house style’ and because of these similarities we have expectations of what they will include. The advert I have chosen is Estee Lauder perfume, which features Kendall Jenner. Some of the features we expect on fragrance adverts are glamour, beauty and attractiveness to be shown. It is very common for advertisers to use well-known celebrity such as Kendall Jenner. It is a technique to get people looking at the advert because audiences admire celebrities, success and importantly ‘beauty’. If a ‘normal’ ‘everyday’ woman were to be used for adverts then it would catch less attention, as they are not known and the product would sell less because people assume, if celebrities use the

Many advertisements use celebrities to sell their products to people. When people see a famous person posing with the product it appeals to them more than if a non-celebrity was posing with it. Many advertisements take advantage of people by using celebrities in their commercials to distract the product so you focus more on who’s presenting it. this may influence one to buy it without thinking about the negatives and cons about the product. Sometimes the people watching get taken advantage of because the more appeal to authority are not valid arguments.

Accompanying reasonability, the fact that expensive cars can be a status symbol does play a role in the consumers’ decision; however, people have bought expensive things to flaunt since currency has existed. “The only people who bought expensive cars for looks were wealthy adults. Most people bought

Throughout history clothes have a wide variety of meaning, and clothes can simply hint at one’s fashion sense, they also serve to be a reflection of their owner’s social and political status. People throughout the centuries have utilized garments to express their wealth, and or social and political status. While flaunting wealth can be the product of an ostentatious home for Roman Senators or commissioned portraits of royalty, clothes have also been a significant factor in this show of wealth. Social/Political classes are also affected by clothing, people at the top of the classes showed off their wealth through the clothes that they wore. The classes affected how people were treated as well,therefore if one dressed lavishly they were treated

When doing a job interview, the one seeking a job has to dress appropriately; there is a dress code individuals must follow to be perceived as professional. The same concept can be applied when we talk about social classes. We can manipulate how others see us not just by the way we act, but by what we own too. I’m talking about materialistic objects such as cars, houses, clothes and shoes. Even jewelry and handbags. If an individual only has expensive world known brands, then we assume they have the money to purchase those materials. If I, for example, was born into a low social class, and want to show others that I have moved into the upper class, I can shop at retail stores that sell known brands. It doesn’t necessarily have to be a lie. People have managed to move up the social ladder. The upper