The Concept of Luxury Brands

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

Therefore, to give up one’s luxuries so that less fortunate human beings can actually acquire necessities is a fair and simple request. Humans don’t need luxuries such as frivolous electronics and excessive clothes and accessories. However, humans do need food, shelter and other basic amenities. The fact that so many people have both necessities and luxuries while others have neither is a shocking reality that needs to be changed.

When it comes to items in the household that we consider a necessity,it’s evident that in recent times they were merely items that weren’t needed, or wanted to survive. “No air [conditioning]. No one did.” is what my grandmother said as I asked her about things she had or didn’t have in her house. Air-conditioning is so popular today, I actually do not know of anyone who doesn’t own an air-conditioning system. Although it makes our lives much more enjoyable, and relaxing, do we need it? My grandmother also did not have a washer or dryer. They had to hand wash their clothes, she said, “Clothes hung outside to dry and in bad weather, hung in the basement.” This shows how much society has changed since then, and how we have went from “We had essentials, but nothing fancy.” to “I need the latest model.” Do we “need” these luxuries?

Such possessions are utilized in a competitive manner in order to display status and values “Whom we invite to dinner affects who marries whom, which then affects who inherits what, which affects whose children get a head start” (76). This reinforces the existence of social class and capitalism in the sense that bodies are used as machines to work and eventually gain money to spend it on objects that seems to impress people on the surface, but in reality it only validates the person’s status and social class. Using my family home as an example, each room is designed to host different kinds of guests for certain occasions. No guest will ever be situated in the family’s living room for the reason that the wood design on the walls, the green velvet couches, the simple picture frames and the fact that it is directly open to the kitchen does not scream fancy, but comfort instead. For that, the guests are always welcomed in the fancy guest room, which has the fancy purple couches that are perfectly suited with the expensive silver accessories, the silver vases that contains the weekly rearranged black flowers and the displaced silver see-through cabinets that contains the finest chinas, crystals and silverware. In addition, some people in the Middle East still hold on to their culture, and as a result, some guests prefer to

The Abbot of Suger has a very contradictory view towards the luxury, which he expounds upon in The Book of Suger. He states the reasoning for the beginning of the luxury that was lavished upon the buildings.

spending their silver on luxury goods, which are a want, not a need. This document was written

The flow of silver created an obsession for luxury goods as well as greed. In document 1,

What are cultural luxuries? Many people may wonder what that is and when it will be so kindly afforded to them. The idea of cultural luxury

Everyone enjoys material things, whether they want a brand new car or even a phone; these items do not provide any necessity for survival, yet they make people’s lives much easier, and even more

However, this brings up an interesting question. What is a basic human need and what is a luxury? This idea

The luxury market is growing fast in China and India due to the rapidly increasing wealth levels and standard of living gains. Coach must keep in mind the different cultural backgrounds of each country and take that into account when designing and marketing new products and lines.

Andy Warhol, a pioneer in the visual art movement once said: “Whenever people and civilizations get degenerate and materialistic, they always point at the outward beauty and riches and say that if what they were doing was bad, they wouldn’t being doing so well, being so rich and beautiful” (Warhol, 1975). Throughout history, luxury emerged as early as civilization did. For old Romans, the concept of luxury was a “disruptive power of desire”. They set up the first laws about luxury: “how much could be spent on banquets and adornment” (Ward, 2011). Since the rise of Christianity, luxury stared to changed its meaning to be related to lust and sexuality. Until 17th century, perspectives of

Maintenance of the brand image is always the fore most important factor for the luxury brands in order to sustain in the market. is very critical. Therefore, of all the criteria mentioned above, we have determined the brand image is the most important criterion on which we will base our recommendation.

​ A man’s economic status is based solely on his wealth and his material possessions, or lack thereof to define him as being “rich” or “poor.” Similarly, these two words, “rich” or “poor,” should also describe a man’s character.

The overall sales of luxury goods in the year 2009 is expected to be more than US$150 billion and Asia contributes 10% to it. The concept of luxury is now not confined to only to Europe and US, the Asian subcontinent contributes majorly to it, with India and China as the newly emerging markets. Professor James Twitchell (2002) comments on the democratization of luxury and the changing consumer psychology These new customers for luxury are younger than clients of the old luxe used to be, they are far more numerous, they make their money far sooner, and they are far more flexible in financing and fickle in choice. They do not