The word Luxury comes from the Latin word “Luxus” which means “ Debauchery (Excessive indulgence in sensual pleasures), extravagance.
Luxury has been defined and redefined as the years go by. It’s difficult to have a universal definition for luxury considering that it has varied with time. A lot of factors have played a role in this including technology and consumers buying habits.
Luxury to one is not necessarily luxury for the other, as the quote goes
“We cannot define the concept of beautiful nor give up its concept” – Theodor W. Adorno
Luxury amongst other things is certainly a social distinction, not a necessity but certainly has a feel good factor.
You can’t take away the mystery from luxury, as it is mysterious, peculiar and exclusive. It revolves around a subjective matter; which mood we want to create and what is generally referred to today as lifestyle.
When we talk in terms of brands, a luxury brand is elusive and rare – Not meant for everyone and If not, its has lost its cache. It works from the principle of
“The more available the brand, the less luxurious it becomes.”
Authentic luxury brands compete on the basis of their ability to create exclusivity and prestige to their appropriate market and segment.
Luxury products are purely objects of beauty and lust. They are designed to convey a message. They can’t be argued rationally to be a necessity
In recent times luxury has come with different appendages. Authentic Luxury, Ostentatious Luxury, Traditional Luxury etc.
As Castarède suggests, luxury is often associated with the realm of the senses: Voluptuous images, tastes, odours, and sensations. Indeed, sensuality is a key component of many luxury brands.
As we go along in this column we’ll touch the different aspects of luxury, The past, The present and The future. Enjoy the ride.