Hobbit style magic
Catarina Araújo
Quo vadis, Luxus? A new vision
António Paraíso
Luxury Marketing Consultant
Luxury, as a sociological phenomenon of consumption, is governed by very specific codes, with exclusivity, creativity, superior quality, emotions and high price being its fundamental ingredients. Others, naturally, derive from these, such as customisation, experiences of buying and use, rarity, symbolism, status, culture or savoir-faire, always in search of excellence.
Over the centuries, luxury has been changing, never to please the market - because that is not, and never has been, its vocation, quite the contrary -, but by virtue of society’s natural evolution. And, along the way, there have been turning points, which required a break with some of the codes in force at each period.
At the time of the Roman Emperors, luxury consumption was marked by limitless extravagance; during the Renaissance, it was associated with ostentation; and in the 19th century it assumed greater simplicity and refinement, through the incorporation of intangible attributes.
In the last decade, sustainability has assumed strategic importance for all brands of excellence. Consequently, all of them have implemented profound social and environmental responsibility policies. But there is a new and recent fact that, in my opinion, forms a true turning point in the history of luxury.
The Kering group, owner of the Gucci, Saint Laurent and Balenciaga brands, among others, announced this month that it believes in the future of the Vestiaire Collective project, a digital platform for the sale of second-hand luxury goods, and has invested in capital of that company, taking a seat on its board.
The online sale of used luxury goods, increases the lifespan of products and reduces waste, but does damage to the concepts of exclusivity, the alluring experience of shopping, personalisation, status and high price, which have always been at the root of what luxury is and represents. I believe we are witnessing a turning point in the history of luxury.
Over the centuries, luxury has been changing, never to please the market - because that is not, and never has been, its vocation, quite the contrary -, but by virtue of society’s natural evolution. And, along the way, there have been turning points, which required a break with some of the codes in force at each period.
At the time of the Roman Emperors, luxury consumption was marked by limitless extravagance; during the Renaissance, it was associated with ostentation; and in the 19th century it assumed greater simplicity and refinement, through the incorporation of intangible attributes.
In the last decade, sustainability has assumed strategic importance for all brands of excellence. Consequently, all of them have implemented profound social and environmental responsibility policies. But there is a new and recent fact that, in my opinion, forms a true turning point in the history of luxury.
The Kering group, owner of the Gucci, Saint Laurent and Balenciaga brands, among others, announced this month that it believes in the future of the Vestiaire Collective project, a digital platform for the sale of second-hand luxury goods, and has invested in capital of that company, taking a seat on its board.
The online sale of used luxury goods, increases the lifespan of products and reduces waste, but does damage to the concepts of exclusivity, the alluring experience of shopping, personalisation, status and high price, which have always been at the root of what luxury is and represents. I believe we are witnessing a turning point in the history of luxury.
