Permanent Paris 12 years of “Newsweek” fashion reporter Dana Thomas recently published a new book, “Deluxe: How Luxury Lost ItsLuster” ( “Why luxury pale”), she pointed out in his book: “Prada shoulders of fashionable backpack luxury goods industry is a huge change in a milestone. “Prior to this, is a luxury family-run small companies regardless of the cost of arts and crafts items produced only a handful of the rich could afford to buy; however, 450 U.S. dollars parachute cloth bag is globalization, mass production of large companies luxury, they are for the whole high-end market, to set off the world’s fashion trends.
Today, luxury has a value of 157 billion U.S. dollars because of the huge market, of which 60% market share by 35 big brands in the country. Louis Vuitton, Hermès, Cartier and other luxury brands most first-line originated in the 18th century and 19th century, initially for the French royal family services tailoring workshop aristocracy, the monarchy collapsed, the luxury workshop then become prominent European aristocrats and the United States enjoy a family . 1960s, “Beat Generation” break through the barriers of class, but 20 years later, the savior of luxury goods industry, a new elite class was born: they are a group of successful financial strength of the single women.
So the middle class becomes a major consumer of luxury goods group, they are susceptible to advertising incitement, used to movie stars and celebrities as a fashion idol, but they have not the money to the pursuit of luxury at any price level. In order to psychographic, luxury goods companies to start using cheap fabric and production lines to reduce costs, and only one after another big push red tide quarter alone leisure goods and cheap vice licensing. What only a few people to have Louis Vuitton bags, Chanel perfume and Christian Louboutin shoes? The U.S. version of “Vogue” magazine editor Anna Wintour once said: “Fashion can be exposed to more people of course, the better.” Perfume designer Fred Hayman that the civilian population of the luxury “lost prestige of the mark.” And Dana Thomas in this book is different from another point of view, she wrote: “If it is said that over the past 30 years only luxury goods industry has witnessed a change, then that is the blind pursuit of profits. Former private workshop of course, those who considering to make money, but their biggest goal is to create the best possible thing; luxury giants are now no longer cares about what the product itself, they only care about product represents what?? luxury industry changed the way we do dressing the way, and even interpersonal ways, it has become part of the social structure. However, in order to become accessible luxury, it is so special about them was abandoned. ”
Only the elite in luxury until the age of consumption, trade marks have been carefully sewing uniforms in the senior set, and now, brand Logo be directly printed on the goods, or even a logo or pattern. Similarly, once only a matter of sense of smell the perfume and imagination, and now often is based on a pile of sales data and market research reports to deploy, and then rely on star familiar faces to attract customers. In any case, consumers have more care about what represents a luxury, it is the purpose of buying luxury goods is often because such comparisons, conformity, squandered or buy addicted.
Paris and New York is no longer a luxury of the holy sites of Mecca. In Moscow, the new senior Crocus City square foot shopping mall, 69 million square feet, with 180 brand shops, which naturally includes Armani, Pucci, Versace and other big-name luxury. “Today, approximately 40 percent of Japanese have at least one LV products.” Thomas wrote. While in the United States, women have to purchase an annual average of four or more bags, Las Vegas has to gambling, entertainment, side by side for the three most important tourism projects, even those who do not live in the metropolis life are not well-off people can also go to Outlet Village procurement big fashion and accessories designers discounted goods.
With the luxury consumer places diametrically opposite temperament, perhaps Thomas portrayed in the book those luxury birthplace: Paris suburb Asnières-sur-Seine with Louis Vuitton, a senior custom factory, where 220 production workers Hand sewing bag and some special custom commodities; Provence Grasse is the famous city of French perfume, Chanel No.5 perfume used by jasmine and roses on from there; female bra inventor Cadolle fifth-generation great granddaughter Poupie Cadolle family has insisted the form of workshops, her bra High customized price of at least 800 U.S. dollars?
Thomas in these areas have seen a continuation of cultural luxury, she cited appreciate very much his own designer Christian Louboutin shoes as saying: “Luxury is a close with its customers the greatest possibility, do you mind doing things know that they will surely they like. is important that every detail, subtlety, there are services? However, luxury does not always meet the market for consumerism. Its significance lies in the fact that let us learn to appreciate the eyes of those who truly unique quality. “
