The Means of Luxury and Society

I'm not a fighter by nature,

and dislike it when being forced to do so.

I especially hate to fight over things
that just aren't going anywhere.

We all believe in different things,

and that's natural, right?

So on a personal note,

I normally don't try to continue
on a subject that triggers any form

of self-expressions or individual opinions.

But if to think in a broader sense,

this issue had come to affecting
the truthful means of, say, an industry,

or, historical backgrounds that which deeply influence
the society that we involve ourselves in today.

Then I will most definitely say something

Definition of Luxury

As the world evolves into civility,

the definition of luxury changes.

By simple generalization,
luxury is defined by its qualification

of generating desirability in consumption.

In the old days, when none of today's couture
or high end goods existed,

the word luxury was equivalent to
prestigious crystal products. (In the names of Bacarat or Lalique)

In Marie Antoinette's Belle Epoque period,

living a luxury life was about wastefulnes
in lavishing home furnishings

such as hand blown crystal glasses or premium silk wears.

When only those were the most they could have access to,

luxury was then defined so.

Today, although these items still bear less than affordable costs,

because they also are true to their heritage,

and still represent a top quality craftsmanship,

we cannot deny the fact that
they are still being considered as luxury items.

In the high society world of the west,

some of the best made macaroons are also considered luxury

for the very same reason - heritage and craftsmanship.

Does that suggest macaroons you can get from PAUL

are also luxury?

Probably not,
because they aren't made through
the very traditional craftsmanship and state of art quality.

This came way before the haute couture clothing,
jewelry, or watches that we consider today as luxury.

Can we safely assume that those are not as luxurious as macaroons

and crystal glasses made by Lalique?

Just because they weren't the first items considered luxury?

Definitely not.

As the quality of life evolves with the overall societal demands,

new luxury definition also is being generated.

In each historical period,

new definitions of luxury takes the height

of representing the finest living standard of the time.

By historical definitions,

luxury can be roughly classified in four segments：

1. Luxury by Birth and stays within its heritage and craftsmanship

2. Luxury by Birth and expands brand extensions for market needs

3. Luxury by later adaptation to elevate brand class

4. New and niche brands to differentiate themselves from others

Let's look at the first segment:
Luxury by Birth staying within heritage

Good examples are in the such of
lalique and bacarat as we previously mentioned.

These brands managed to stay within its origin and belief

as well as sticking with what they started off with.

Brands in the such had chosen to remain on a top tier

no matter in terms of exclusivity and price points.

In the second segments,
luxury by birth brands which later chose to

expand brand extensions for elevating business scope.

Very good examples are
Chanel and Christian Dior, Ysl, etc couture makers.

These brands started off as luxury haute couture
in the high fashion world.

And their means of luxury was defined by
the rarity, exclusivity, tailor made sense.

These brands later expanded into
making perfumes, ready to wear, and cosmetics.

Not only couture brands have chosen to take this route,

but also jewelry makers.

Brands such as Van Cleef & Arpels, Boucheron, and Cartier

started with custom or estate jewelry for the royalties,

also later took the route to produce fashion accessories,

leather goods, perfumes, and home furnishing products.

It is hard to deny that these brands are still
considered luxury in today's world,

because although diluted, they still managed to keep

one part of their business with what they originally started of.

The third segment of luxury can very well be translated by

some of today's famous fashion designer brands such as

Prada, Gucci, Versace, Armani etc.

These brands had come as late players in the luxury world,

however play an important role in the earlier days

when not all items were totally accessible and affordable.

Of course, in today's definition, these brands are well aware of their

status in the generalized industry as - High End Fashion,

instead of true luxury.

However in certain developing countries,

they are well considered as luxury,

by taking into consideration of their average living standard.

The fourth segment is more ambiguous in the means.

Newer brands which produce niche products
also differentiate themselves

and define themselves as luxury,

by offering a very narrow range of hard to find items.

That was to classify luxury by historical evolution.

However in today's standards,
luxury is defined by a broader more emotional sense.

Anything that is able to bring a sense of exclusivity,

whether its a service, a type of food (say, caviar),

or a perfume made by rare raw materials.

Can be addressed as luxury.

Some might also prefer segmenting luxury by its cost.

So that gives us a whole new category as
luxury leisure and traveling, private jet, cruise trips, private polos,
or any of the rare and exclusive sports and entertainment events.

Hence in fact,
luxury goods can almost be any consumption good,

because luxury never existed as a discrete, separate category,

but rather fixed by the means of its target audience.

When the target audience is small and narrow,

meaning only a small group of people is able to

have access to enjoyment of the products.

And because of so, defined luxury goods certainly

do not, at least for a period of time,
fall under the necessity category,

without a clear relationship between the desired and the needed.

It will be a lengthy essay
to try to locate the means of luxury goods here,

as you can see, it is very much shaped by

a fluctuating balance between needs and desires.

And the relationship between the two
not only is shortened or stretched by historical evolution,

but also maturity of a market these goods exist in.

Generally speaking, luxury goods are only luxury goods,

when they provoke a positively pleasant

and exclusive sensation to its consumers.

And because all luxury goods are consumable,

and exist in categories that mix needs and desires,

it is difficult to precisely locate one item (or brand) or the other

is more luxury so.

In conclusion to this essay only,

not to the broader sense of this topic,

luxury is defined by:

historical evolution

market maturity

level of emotional positivity of direct consumer

and the ever changing balance between needs and desires.

For this very reason,

no luxury is ever luxury forever,

and no luxury is ever luxury everywhere it goes.

In the old days, luxury was substantial.

In today's means, luxury has risen up to a spiritual level,

hence the "luxury lifestyle" saying goes.

When one tries to pinpoint something to be

totally luxury, or absolutely none-luxury,

Not only that he/she is denying

the ever changing nature of luxury of it all,

but also fails to grasp what luxury truly represents

to a civil evolution of historical times.

And it is important to note at last,

that unless one individual had truthful experiences in all

segments of luxury including leisure, clothing, food, jewelry,

one can never solidly put his/her luxury understanding to the ground.

For it is a widely and commonly discussed subject for decades,

and still is being much argued and investigated over,

it is certainly by no means something to be

claimed in one or two sentences
of self absorbed and valueless opinions

from anyone who merely has any superficial touch-on the

boarder of the world of luxury.

My reluctance to argue over this subject in any form

is only to show a very basic respect to luxury,

and the social status of its general consumers.

The humble and sheer
understanding of mine to this world of luxury,

had taught me nothing but leaving a room for "but"

For that we witnessed
a very important part of luxury evolution in China

and that is just a pinch size to its whole picture.

My advice for those who are now in,

or been in the generalized luxury world is,

to always leave room for what might evolve

in front of your eyes in the next 3,5,10 yrs.

Because very soon,

the idea of living in this world itself,

will be a luxury of its own.

*Important sources:

"The Idea of Luxury: A Conceptual and Historical Investigation"

- by Christopher J. Berry

“Marketing of Luxury Goods -An Exploratory Study of Three Conceptual Dimensions"

- by Vickers J.S., Renand F.

"Measuring Perceptions of Brand Luxury"

- by Lester W.

”Perceiving luxury and necessity"

- by S. Kemp