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Rethinking Luxury by Dr Martin C. Wittig, Philip Beil, Dr Fabian Sommerrock, Markus Albers

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CHAPTER ONE

THE STATE OF LUXURY

Theories and definitions for

superlative goods in an

ever-changing marketplace

RETHINKING LUXURY

Clear definitions of luxury are rare,

but most agree that you know

it when you see it. Luxury is as much

about the story and mystique

surrounding the product as it is about

the product itself. A high price and

scarcity are not the only components

of luxury. Consumers need to

be buying into a story or history.

A watch can rely on mechanical

works developed over a century ago

that are impossible to replicate

with computers ...

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