A hundred years ago the twentieth century opened, in the Western world, under the banner of sophisticated follies of the "Belle Epoque". was a luxury for the "happy few", that the few privileged high society. Today, this twenty-first century opens on a radically different scenario now, luxury is within reach of minorities so as to become almost indistinct from the full-bodied majority. The production of luxury items, who was then artistic craftsmanship, exclusively dedicated to the creation of unique limited edition is now in series production, able to cope with soaring million ordini.Proprio this production, has the basis for development of a true luxury industry, with its similarities and its differences from that of most consumer goods. This paper aims to highlight elements of brand-related marketing, which is the factor of success in the luxury market in the coming years. Brand understood in its broad sense, ie as a complex business system. So what is luxury?
What is luxury ?
Trying to establish luxury, without running the risk of him losing some aspect of his character or his mystery. Therefore, if we list a few words like elegance, excellence, prestige, sophistication, redundant, rarity, dear ... you get the impression of approaching. The luxury is in fact a degree of perfection evidenced by our five senses, coordinated by a sixth, the psychological. If we neglect times as far away as the Roman and confine ourselves to modern history, we bring the rise of luxury in the contemporary age with the construction of the castle of Versailles in France: luxury, then, became an attribute rank, a symbol of potere.
Must wait for the nineteenth century because the luxury to become truly accessible to private individuals and especially the middle class. Possession of a luxury object proved, then, membership of an elite, a new social category, that of money. Given this brief historical journey, it is clear that the definition of luxury will evolve over time and with the mindset, according to the cultures and history. Own, based on the different concepts, try to give a modern definition of luxury that fits the beginning of this millennium. Starting etymology, we may indicate two schools of thought: according to some authors, including JN Kapferer1, the word luxury is derived from "lux", namely the light. This explains one of the typical features of high-quality products, gloss, as in jewelry. On a symbolic level, the light is associated with life, fertility and then to create.
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