
I really enjoyed this book. It was fully engrossing, and was very easy to read, which isn't always the perception of non-fictions. I suppose it helped that the subject matter is something that I'm very interested in - hence why the book was chosen in the first place. But yeah.
This book was great because it gave you information on ALL aspects of the Luxury industry - it's history, business structure, how the products are designed and made - you even get to learn about fake luxury goods. (Btw - I am NEVER buying another fake again in my life.) Even the aspects that wouldn't normally be as interesting to me - mostly the business stuff - were well written and presented so that it was still very interesting. There was nary a yawn-inducing chapter in this book.
So yeah - it was a very good read. But besides that - what did I think about what it had to say about the Luxury companies losing their luster? Is Luxury really dead?
I think that Dana Thomas had a very good case for the Luxury companies having lost their true sense of Luxury. Basically her point was that when Luxury companies went global and started focusing on making money rather than creating quality, specialized pieces for an elite group of customers, they lost their luxurious souls. In some aspects I agree with what Thomas says, but really you can only accept her arguments if you intrinsically agree with her concept of what Luxury is.
When it comes down to it, Dana Thomas basically thinks that Luxury is the experience. She talked about decreasing manufacturing quality, but the fact of the matter to me is that the luxury companies still produce clothes that are light-years better (in fabric choices, construction, fit, etc) than lower-end clothing choices. To me, it seemed that what Dana Thomas was really mourning is the loss of the EXPERIENCE of luxury. That is to say - the idea of going to this haute couturier where only the truly upper crust can afford to go, and the designers know you personally, and tailor everything exactly for you, and know your clothing preferences, etc, etc. Now, fashion has been democratized - the same looks are mass produced, there is no more one-of-a-kind clothing, there are no personal relationships with the couturiers. Luxury is officially dead.
I see what she's saying, but I don't totally agree. Luxury is still alive and well! It just may not exist where it used to. Yes, we've lost the experience of luxury as it used to be. But honestly - who was privy to that luxury before? I certainly wouldn't have been - nor would most of the population for that matter. So really, luxury is only lost for that upper crust who could afford it in the first place - and seriously, I think they've probably found other avenues. I don't mourn that loss for them at all. All that's happened is that the illusion of that luxury, in a diluted, mass-produced form has been made available to the rest of. No, we shouldn't delude ourselves into thinking that we're now one of the upper crust too because we can buy from the same brands that they do, because we're not. But now we do have these higher quality clothes to aspire to. What's wrong with that? I don't think there is anything wrong with it. The only thing that I think could be an issue for me is people thinking that these brands are better just because their name is well known. That for me is not true. Don't let the man decide what you like! If you find something that you love love love at Target - then that can be luxurious for you! It doesn't need to have the price tag, or the brand name to be luxurious. If you really love it, and it fits you well and makes you feel good, then it is luxurious.
All-in-all I think that book was great at making me question what is "Luxury" to me. I know that I've decided that "luxury" is a personal experience. My own personal luxury will be very different from any one else's personal luxury. The Luxury goods industry may have lost its soul to the corporate world, but true luxury will find its way out in other forms.
So what does luxury mean to you guys? It's something to think about for sure.
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