What’s your attitude towards luxury? Envy or Scorn?

American authorized financial magazine, Forbreathes, has listed out the ranking list of global luxurious sorts in May. International Marketing Research Company, Millward Brown, promulgated the top100 brands of global values. Based on the input of the research, Forbes listed out the top10. Armani, ranking at the eighth place last year has been kicked out from the top10 luxurious brands with its brand value decline for 2.2billion US dollars. The dropping rate is about 40%.

After the news published, I recalled the rustle caemployd by Hermes when it was about to open the brand store in Peking. Tracing back further, I can’t assist recalling the prevailing taste master, Pierre Cardin. In 1978 when Pierre Cardin brought its commodities into China, all the clothes inside are army green, selling here and there. At that time, it was not an easy thing to do the fashion aggrandizement in China, not mention holding a fashion display. Though Pierre Cardin was not the top luxurious brand at that time, it still brought Chinese people to another dgrantingferent world, making them gain the basic knowledge about world fashion brand. Pierre Cardin appeared in China with the conception of promoting preeminence, creation and elegance. In 19th century, buying a pair of Pierre Cardin shoes or a shirt could be rather luxurious, which can compare to owning one LV handbags.

In your eyes, what products could be called luxury? It has been internationally defined as the consumption products with the unique, scarce and precious characteristics which are beyond the scope of man’s existence and development. It is also named the unnecessary goods in life.

How do Chinese people define luxury? In their conceptions, luxurious goods can equal to greedy, splurge and waste. The luxurious goods are dense to touch for them. Therefore, they honourable have vague reaction about luxury. By now, we can find the employment worker with luxurious goods everywhere. In recent decade, the goods of top brands for the rich can be easily got by ordinary people. A discussion is hard to shun if someone around you owns such kind of commodity. What the surrounding assert may be sarcastic, envious or scorned.

They have several perspectives on the road to luxury. Firstly, it is considered to be a kind of vanity if you conduct a LV handbag to squeeze into the bus. Long time ago, I once dictum such a piece of news. One white-collar in Shanghai lived frugally to save money with the purpose of buying a LV handbag. What forces her to do so? Personally, I think she just thirst for to compete with others surrounding her. She may think it’s a matter of losing face if she doesn’t have one. Or maybe it’s one kind of vanity. Take buying a handbag of honoured brand as her capability to show off luxury. Such kind of attitude is easy to understand for she just doesn’t make a complete understand the exact meaning of luxury. Maybe some day in the future, luxurious goods no longer deserve high price and beapproach common. Then, the very alike activity like the white-collar has done can’t be discussed any more.

Secondly, buying luxurious goods is regarded as a behavior of waste by celebrities. Everyone must have such an experience. Among the luggage on the conveyor belt, one eye-catching logo of one luxurious brand comes into your eyes following bulk of baggage of low quality with dirty dusts. No matter it’s a genuine handbag or a replica handbag, it can’t be a very cheaper one. Isn’t it a pity for such usage? Or maybe the host has too much many and doesn’t know how to lay out it.

Thirdly, they buy the luxury for collection. With totally different attitude from above people, this kind of people obviously loves famous brands as if they are their life. When they saw new styles of limited edition, they began their madly buying. After buying, some of them are reluctant to use the products. Even though they use them today, when they come back home, they’ll have a complete cleaning behavior. Their attitude has been widely considered mad. They refreshment delight these luxurious goods even better than their wives and husbands. They will find a cabinet of good quality to collect them. When their friends come across, they can select out them for showing off. Generally speaking, this attitude is similar to the attitude of vanity. Their difference results in that one is of real vanity, while the other the brand addiction.

For you, what kind of attitude you have on luxury? Have an analysis, then assign with me.

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