1. The transformation of the concept of luxury over time
I-Disapproval of the ideal
In medieval Europe, the concept of luxury was associated with decadence. According to scholars and clerics, the decline and fall of all ancient civilizations (such as the Greek cities, Persia, Egypt, the Roman Empire etc.) was due to the moral debauchery of the corrupt elites who were made idle by the taste of luxury and laziness. Then the barbarians who did not know the luxurious or the austere ways of living could take over these declining civilizations.
Paradoxically in the medieval kingdoms of Europe, luxury was not absent in the lifestyle of the upper classes i.e. the nobility, the clergy and the wealthy merchants. The Reformation movement that began under the guidance of a the German monk called Luther was started to protest against the lavish lifestyle of the Catholic church which was at odds with Christ's teachings on poverty and sharing. The members who participated in this movement were called Protestants. Luther was joined by large segments of the lower and middle clergy and gentry.
Meanwhile, Calvin's reformist doctrine proposed a model of ascetic life in place of one dominated by luxury. Calvin and his followers, Calvinists, preferred the austere, hard-working life with as many daily acts that proved their faith in Christianity as possible.
The influence of the Lutheran and Calvinist Reformation spread to parts of Northwest Europe, especially in the Anglo-Saxon world (in places like Scotland, Netherlands, Germany, Scandinavia and England.)
Tags: luxury across the ages, luxury sector
[...] Fads play a fundamental role in the luxury industry. IV- Distribution Paradox In a world of mass consumption, the strength of a distribution network is assessed based on the number and weight of its various outlets. In contrast, in the luxury sector, too much diffusion damages the image of the product or service because it is more desirable when it is rarer. This is why most luxury brands choose to implement a selective distribution, resisting as long as possible the pressure to distribute through supermarkets. [...]
[...] II- Dimension of the dream The opinion of luxury products vary amongst the consumers. For some, it is the representation of a dream or an ambition, for others it is the name of the brand that is coveted and for the rest it is the image that is associated with the object that matters. From this perspective, it can be noted that brands are trying to create an atmosphere or a setting where each the vendor is an actor who is trying to create a unique experience during the shopping and purchase of luxury goods. [...]
[...] The price does not only support the immediate usefulness of the product. The acquisition of such a product is, therefore an exceptional act and must be experienced as such by the customer. A luxury product boasts of a polished presentation, the packaging, logo and design of the object are perfect. Customer service (product exposure, quality of personalized customer consulting, customer service after sales, the privilege club etc.) is also valued by the consumer and he considers this to be rewarding . [...]
[...] This gap constitutes the rent of the brand. Once a consumer is willing to pay for a product beyond its full cost, there is a potential rent. This is especially true for the luxury industry and also a large part of the services and products of the mass production industry. The consumer agrees to pay a price that is higher than its worth when it comes to a luxury product, this willingness to pay should be constantly maintained by the set of representations associated with the brand. [...]
[...] Consuming a luxury product can become a hedonistic and sensual experience; special relationship with the past: The luxury product and the brand generally has a history and appeals to tradition Luxury: a world of two dimensions Dimension of waste First, for many people, luxury is considered to be a waste. There is, in fact, a frightening difference between a low-end bag and a high-end bag that offer the same functionality. This difference can easily be likened to waste. Other people consider this difference to be truly luxurious. Luxury products or services are most often unnecessary with its cost being its only valuable feature. The best examples of these products are unnecessary luxury jewelry and art objects. [...]
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