What Is Luxury And What Makes A Luxury Brand

What Is Luxury And What Makes A Luxury Brand?

Speaking of luxury, maybe the first word that occurred to us is “expensive”. Indeed, the original definition of luxury goods on internet is “a kind of consumer goods that is beyond people’s survival and development needs, it is unique, scarce and rare, which is also called unnecessary means of livelihood. Since it has all this characteristics, it is definitely expensive. In this thesis, I will mainly give conclusions on luxury, which may include: the role of luxury brands, luxury brands vs. non-luxury brands, characteristics of luxury and why they are important.

1. What Is Luxury?

As for the definition given above, it is merely a simple definition of luxury goods. In this section, I will talk about deep implication of luxury, which will help us know more about “what is luxury”.

Luxury comes from “lux”, a Latin word, which is the meaning of “strong fertility”. And then evolved into waste and excess. Most European language had absorbed this concept and finally this word was used to describe the fees and expenses that beyond the necessary level in the process of production and usage of all kinds of goods.

As an “imported product”, there are different definitions of luxury. In Oxford Advanced Dictionary, luxury is a thing that is expensive and enjoyable but not essential. In Cambridge Advanced Dictionary, luxury is something expensive which is pleasant but is not necessary. In Webster’s Dictionary, luxury is something adding to pleasure or comfort but not absolutely necessary.

Concluding from the origin of the word and these three dictionaries, there are roughly three key point of luxury: good, expensive, and not necessary.

2. Characteristics of Luxury

After data collection, I come to the conclusion that there are four characteristics of luxury. And I will also talk about why luxury goods are important. In this section,the luxury here refers to luxury goods.

The first characteristic is that it is not necessary. From the definition of luxury, we can conclude a common point, which is luxury goods are not necessary. On the one hand, the functional aspects can be replaced by other economic products. For

example, the original function of bags is to carry things when our hands are not convenient. So if considered from the function aspect, we can totally use normal bags to replace luxury bags. Exactly that is owing to other aspects, people may choose to use luxury bags. On the other hand, sometimes we don’t need the luxury goods at all. For instance, women love to wear jewelries to make themselves radiant. In fact, as for survival condition, we don’t need jewelries at all.

The second characteristic is excellent quality. Obviously, luxury goods are of the highest price among the commodities of the same classification. With such a high price, the quality of luxury is also the most excellent. Such as the seats fabric of Benz are mostly imported from New Zealand, of which the thickness must be controlled between 23 to 25 microns, with the silk imported from China and cashmere imported from India while spinning. At the same time, the supplier should protect the cows from trauma and parasite. With such a high standard, of course the qualities of luxury goods are excellent.

The third characteristic is strong personality. Designers had poured their effort and inspiration into products. Like LV bags, when referring to LV, we can think of flower with four petals and combination of LV letters. This image has become the representative of LV. So the unique personality has become the emotional bond between designers and consumers.

The last one is full of cultural traits. Luxury is a product of certain era and a reflection of culture, which needs the accumulation of time, the influence of literacy and the foil of history. The cultural features will be shown through the product, such as the appearance, color, package and logo. As a result, the consumption of luxury goods is not just a consumption of the practical value of the good itself, but also a consumption of spiritual and cultural products.

Even so, the luxury consumption in China is entering a golden age. 25% of the world’s luxury goods were bought by Chinese, there is a heat of luxury goods consumption caused by the newly rich. We can see that the luxury goods are playing a more and more important part in Chinese daily life. As for the reason why luxury goods are important, I think there are two aspects.

The first aspect is that there is a huge market in both home and abroad, among these consumers, there include fashion icons, the newly rich, and those who long for luxury goods. Whether they want to follow the step of fashion, or they want to package themselves, or they want to show off. Whatever the reasons are, the existence of luxury goods meet the needs of them.

The second aspect is about society. The existence of luxury will stimulate consumption and production, at the same time, it will satisfy the needs of some people in certain occasions. What’s more, the consumption of luxury will create new services and new economic growth item just like advertisement business, clothing and tourism and so on.

3.The Role of Luxury Brands

Sometimes, we are apt to confuse two issues: luxury goods and luxury brands. Or even we will equal luxury goods to luxury brands. In fact, they are two different concepts. If we define from the perspective of the function but ignoring the spiritual aspect, some goods produced by luxury brands cannot be classified to luxury goods naturally. But when these goods were carefully designed and produced, it has contained some spiritual aspects such as cultural and fashion, and finally become a luxury good.

So different from luxury goods, the concept of luxury brand is also worthy our attention. Firstly, luxury brands come from the luxury goods it serves a …… 此处隐藏：6875字，全部文档内容请下载后查看。喜欢就下载吧 ……