idea of luxury - transformation

22 August 2018

 

 

 

 

 

 

 

 

I read an interesting article in a Swedish newspaper today by cultural journalist Dag Granath. The article was all about the transformation within the luxury fashion industry. Luxury brands have roots in beliefs that "luxury" goes hand in hand with quality, design and craft innovation and this is the way to legitimize high prices, exclusivity and values from these factors to attract the right segment of consumers. Nowadays the creation of value for the customer as well as the creation of desire is all changing rapidly. It has become clear these last years that the creative leadership has moved from creating a product, into communicating a message. The luxury industry of today is more and more selling an image and an idea. The products themselves are loosing value and the packiting and marketing of an idea or a message comes first. It is all about the hype!!! Are the fashion industry turning into the pervert idea of "you can sell everything with the right marketing and package, what you create is quite insignificant"?? For me, coming from an academic background in fashion science and ethnology with a mayor part of my studies focusing on the luxury fashion industry and the concept of luxury overall, I feel distressed! Although, I do think that the hype of today is all superfly in its modernity and a reflection of todays society, this will change over time in a society where awareness of higher values will survive into the future. I do think the future creative leaders in the fashion industry will come back to the historically central idea that luxury is based upon design, innovation, quality and craftmanship. Otherwise I do agree with Granath: The concept of luxury will loose its lust! (If you can understand Swedish, follow link to read the article, here) xoxo

 

 

 

 

 

 

 


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