I’ve been having lots of discussions on the notion of what luxury really means, both in terms of concept and service. For some, starting a new luxury brand, it’s difficult to establish a position in the market without a long history. For others, who are trying to re-define their existing brand, it’s interesting to discover how to embrace new technology in the process.
So what is luxury? It’s a relative term which we define in response to our situation. Luxury brands definately have specific characteristics but how does the average person define luxury?
While having lunch at Smiths the other day, I saw someone wearing a t-shirt with Coco Chanel’s infamous quote: “Some people think luxury is the opposite of poverty, but it’s not, it’s the opposite of vulgarity”