Defining Luxury From A Marketing Standpoint

September 4, 2018

What is luxury? It’s among those big questions which was put forward more often than not however never answered holistically. My solution which was luxury can be a mind-set. It is about the method that you carry yourself and fulfil yours yet others desires.

My thought focussed on the issue of luxury in the position of self and society. One does not consume luxury for just self but it is quite definitely socially tailored use. For example, why do we wear the high-quality suit (dress) when choosing an strategic meeting or interview? So why do we make a point that people usually do not use a low-quality fragrance when going on a date? The element of self-indulgence is laced using the socially targeted motives if this extends to luxury.

The concept of luxury may be present in divergent shapes because the starting of civilization. Its purpose was only as key in older western and eastern empires as it is in modern marketplace. Using the unmistakable differences between social classes in earliest civilizations, the uptake of luxury was specific on the elite classes. It also signified the phrase luxury was pretty clear. No matter what poor cannot have and also the elite can was placed as luxury.



With accelerating democratization, different new service classes are created inside the luxury market that had been aptly labeled accessible luxury OR masstige luxury. This kind of luxury is specifically targeted at the bourgeoisie. As luxury pervaded in the masses, defining luxury has grown to be positively difficult.

In contemporary marketing usage, Prof. Bernard Dubois defines luxury being a unique (i.e. higher-priced) grade of offer in any product or service category. However, inspite of the significant body of info gathered costs decades, analysts still haven’t arrived with a standard concept of luxury.

Even though the word luxury is employed in everyday lives to allude to particular life-style, the underlying concepts definition is customer and situation specific. The saying luxury comes from the Latin term luxus meaning, soft or extravagant living, indulgence, sumptuousness or opulence. However, luxury is a pretty tricky term to specify as a result of noticeable involvement of human element and cost recognition from society.

Numerous other endeavors are already built to define luxury while using the price-quality dimension positing dearer products in a category is luxury. Similarly, academics have utilized the individuality facets of luxury as well. Yet, with progressive quality preference from accessible brands and democratization of luxury, it can be hard use either of the above dimensions to make a precise meaning of luxury.

Kapferer and Bastian, uses an experiential approach and specifies luxury as points that provide additional joy by flattering all sense as well. Many academics, focus on exclusivity property and conisder that luxury evokes a experience of of a particular selected group. Yet, through an LVMH handbag in central zones from a large metropolis across the world, wouldn’t normally have you feeling doing this.

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