From the scratch...

What the democratisation of luxury is and what effect does it have on our generation's perception of these high-end goods? Do we perceive luxury brands the same way as our parents or grandparents? Do we consume luxury more often than they did? Is it just our generation of eager consumers or the answers are more far-reaching and one needs to dig deeper? Well, this is why I came up with this blog to support my Master Thesis writing.

Even if you think you are probably not the one effected by this phenomenon or attracted to luxury products at all I will prove you are wrong. Still hesitating? So you would not mind to get rid of your branded fragrance, the gadget in your hand or to completely forget about that Bentley you want to buy one day? Without any shame we need to admit we love to indulge ourselves on daily basis. Yes, indeed, we are guilty generation full of excuses, high expectations and instead of saving money we love to live the moment and spend it right away. That is who we are! 

Stephen Sprouse for LV

Anyways in our defence, marketers are selling us this lifestyle while creating the illusion we need it all. Accordingly with this philosophy luxury brands took the advantage of the situation and adapted accordingly. They are aiming to reach not only potential current clients of super rich but more likely to adapt their strategies to attract younger consumers who are not high net worthy for now, but definitely might be the target group in few years. So why not to reach them now via various extensions, adapted collections, collaborations with low cost retailers or any other activities and get their attention. 

My question would be is it right to change the entire strategy of luxury brands in their attempts to acquire new clients + ensure financial profits of course in spite of threat and losing the exclusivity, rarity and hard to get image? Or to what extent is it acceptable? Are there some boundaries?

When you say any brand name aloud what association will come on your mind? Is it the core brand product or some by-product? I am sure in the most cases it would be the core and that is what intentionally/ non-intentionally we aim for? Once you say BMW you probably meant the car not the T-shirt and that is the same with the others. If I ever go to Burberry I aim to buy a trench coat not necessarily the bag, belt or iPhone case....I believe every purchase of luxury item is an investment therefore I would definitely go for something timeless, long-lasting and always in style. 
Hence, there is a heritage beyond every true luxury brands and that is definitely something worth of investment. Moreover, the quality, craftsmanship, uniqueness and fine materials are only few attributes we consider the crucial before any luxury purchase but more likely become the key decision-makers in the end. However, this is only my opinion and it is also very controversial.  As we all are different and appreciate different aspects of luxury it is also reflected in our purchases' triggers - show off, quality, belonging to community or stand out from the crowd. Somehow it defines your style and apart from fashion style is eternal...

So why then the brands are open to extend their product portfolios with more affordable items? And why we are willing to purchase them? Well, the answer is quite simple. I buy Chanel nail polish  because I want to belong to this community. Chanel community. At least our mindset operates that way. Just out of my interest, I am so anxious to know if ever I am able to purchase my long dreamt Chanel bag or will I shift from Chanel to something more understated like Hermes, Givenchy or Celine?