FASH 290 Chapter 4: Chapter 4 Book Notes.docx
13 Jul 2013
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Document Summary
The term luxury is a relative term. What may be luxurious to one person may not be luxurious to another & what used to be luxury in the past may not be in the future. Luxury brands have been described as brands that no one really needs, but everyone desires. Benefits that motivate us to buy in a crowd; feel superior/privileged. Reward ourselves for efforts & achievements; symbol of status & success. Heritage & craftsmanship (based on creativity/exclusivity): luxury brands are older brands, & most of the older ones have a historic legacy that is rooted in craftsmanship. This legacy is usually associated with a country"s cultural heritage & image like french couture/artistry. High quality: craftsmanship is all about handwork & manual labor, which produces a high level of quality that is not really perfect but unique & hard to replicate or reproduce.
