Long ago, luxury goods just offered people who lived in majestic houses with a full complement of servants. They prefered Louis Vuitton trunks and Christian Dior trousseaus, but far away from fashion. They wanted "classic" style, just like their politics- conservative- determined largely by consideration of safeguarding their wealth and perpetuating the social conventions that ratified their sense of superiority.
It is a big difference from now. Luxury not only belongs to celebrities, but also to our normal people. Maybe you cannot afford a house in Paris's 16th arrondissement or an apartment on New York's Park Avenue; you also can buy a Louis Vuitton handbag or a bottle of Dior perfume with your enough disposable income.
Now, so many officers tote a luxury brand through their hard working, never mind that they were born into a family whose ancestral home is a tract house in the suburbs. That group of people has a sense of entitlement that transcends social class, a conviction that the finer things are their birthright. They believe shopping is a form of self-expression and consumerism. They revise the notion of luxury and force more brands join in the intensive competition.
Luxury is developed. It is not only in Europe and American, but also enters into Asia. It does not only grasp classic items, but also follow fashion. From every year fashion week, you will know what polished trend is this season. From Hollywood style, you will personify the change from the discreet. More and more luxury brands know elitist approach prevails for most of this century.
What about next century? What will happen to luxury at that time?
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