Luxury has practical value beyond the "symbolic value", is a consumer show of wealth, status and lifestyle symbol. "Luxury and capitalism," a book that, when the rapid increase of social wealth, the upstart and upstart families are keen to enjoy the luxury of behavior and this behavior to improve their social status. Luxury is the aristocracy of the previous items, it is the status, identity, Louis Vuitton Monogram Idylle Mini Pochette Accessoires Encre M62998 symbol of superior power, is the noble representative of the image. Although the changes in society, but this concept has not changed in the West, a luxury just to meet the requirements of consumers of this instinct. In commercial society, in order to show financial resources and access to or maintain a good reputation, conspicuous luxury consumption is one of the main ways and means. Luxury consumer is keen to luxury consumption, on the one hand to display their extravagant consumption by economic strength and social status; the other is through conspicuous consumption, to maintain and create a personal relationship between survival and development network. Modern consumer goods in the consumer not only the use value of consumer goods, but also taking into account the added value that the goods available to consumers, such as status, identity, mood and other conspicuous enjoyment. So conspicuous is a major luxury extremely important feature. (D) regional characteristics of the dream of luxury and quality to consumers, but also was given a lot of modern business efficiency and fashion factors into account. But one thing was constant, regardless of the number of intangibles increased production costs, luxury European origin will not transfer (only a very few American luxury brand). Especially for Asian consumers, it seems in the distant West, who have been spoiled by the artisans of social welfare sewing clothes and accessories with really high prices to match. "When customers buy our products, they expect the quality of the West. The mystery of our brand is closely linked with the origin." LV president so much stress. Although trade with the close, a lot of luxury in the production and sales process will be more or less a part of the outsourcing business, but the end product is definitely off the assembly line at the origin. Gucci in Florence, Italy this legendary brand will strictly control the production of Tuscany in Italy to complete in order to ensure product purity and high quality. (E) certain cultural characteristics of luxury goods is a product of socio-economic conditions, cultural conditions is the product of an era, will be branded with the mark on contemporary culture, including the appearance of design, color, packaging, brand, etc..
As an art aesthetics, luxury goods have been given a lot of culture, history, art, philosophy and social meaning behind a few decades or a century by the inherited cultural system support, is a high quality lifestyle external expression. When luxury consumers than to show off to explore and experience the luxury to give a higher meaning of life, the cultural characteristics of unique identifier will become a luxury. Management point of view based on the definition of luxury goods from the management point of definition of luxury, is a luxury for the purpose of management, convenient luxury management-related issues. But luxury is difficult to give a strict definition of management, we can use biology to "life" defined methods, treating it as a collection of some common features. Accordingly, based on the essential characteristics of luxury goods, the author defines as a luxury collection of properties listed below: luxury is the result of sophisticated processing of goods; high prices and high quality is the fundamental characteristic of luxury goods; uniqueness and scarcity; Luxury is a status symbol, with conspicuous; luxury goods produced in certain specific regions; reflect the unique cultural and historical heritage. The above definition gives the luxury of management to explain, from the point of view, can be more clear and easily luxury goods production, management, marketing, branding, strategy research. The definition is not scientific and accurate, so I hope more scholars to make their theoretical and practical aspects of exploration and research. References: 1. Wolfgang Latz Le [German]. Extravagant affluence brought about. CITIC Publishing House, 2003 2 Christopher Bailey [U.S.]. The concept of luxury, Shanghai People's Publishing House, 2005 Once upon a time, luxuries For the vast majority of Chinese people seem to reach. But with the increasing levels of domestic life, people move toward a higher quality of life also raise the level, and thus these luxury brands from abroad more and more people began to be accepted and respected. Because these companies are and "brand", "high" together, so it seems to enter the luxury brand enterprises, but also unattainable thing. And this "lofty" add to the luxury brand's mystique, indeed luxury brands by employing different, you can hire to do their noble Duke salesman, it was even said to be the most generally have very high staff academic qualifications. So whether their employees have the necessary effect of "noble" and "luxury" of academic background do? Luxury brands in the end what kind of people?
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