The new time has brought into our everyday life many different words and phrases about which we did not know anything before. Here, for example, "luxury" - what is it? What objects, phenomena does it mean? Let's understand, because using it to the right and to the left, many may not fully understand its essence.
The meaning of the word "luxury"
What it is? Like many other modern words, this also came to us from the English language. Luxury - splendor, luxury, wealth, pleasure and pleasure. This is the translation of this English noun.
Philosophy
It is wrong to think that this word means exclusively clothes or cosmetics of "luxury" - that is, super-expensive brands and brands. This concept, in fact, determines the style and philosophy of life that a limited circle of people can afford.
Luxury - what is it? This is a kind of "tag" that can be hung on services, leisure, cars, housing, which have an inaccessible price, even for the so-called "middle class". In other words, luxury is a limited segment of goods and services intended for very wealthy people who simply must consume them based on their special status.
Luxury items. What it is?
Luxury is not even “luxury” and not the designation of “elite segment”. It stands much higher than these concepts and implies that nothing higher and “cooler” it simply does not exist in nature.
Cosmetics, perfumes, “luxury” clothes are the most understandable and even accessible things for someone from this elite habitat. But it is also exclusive restaurants (“5 stars”), food (white caviar, Krug champagne), household appliances (Westvision TVs), cars, yachts, jewelry with luxury stones, watches, sea and ski resorts, hotels, boutiques, beauty salons, cinemas, in which the road to the mere mortal is simply closed.
Status vacation
In Egypt there is a resort called Cleopatra Luxury Resort. The name itself emphasizes its special status, making it clear that not everyone can afford a vacation in it.
This resort complex is located on the first coastline of the Red Sea and occupies the territory of the famous Sinai Peninsula (near the Sharm El Sheikh Airport). It includes 9 separate buildings erected on fantastic rocks. They have 324 guest rooms, 152 of which have Luxury status . Cleopatra Luxury Resort is a 5-star residence, so you can’t find a room here for less than 1,000 e. (per day).
The complex boasts a private beach, a theme pool, restaurants and bars, a pub, and a night club. There are platforms for tennis, billiards. There is also a diving center in the resort. For children, a separate recreation program and infrastructure are provided.
Each room is equipped with plasma, balcony or terrace, air conditioning, everything you need to use, Internet. Vacationers can visit masseurs, a gym, engage in various water sports.
The luxury segment also includes hotels such as The Atlantis (Bahamas), Ritz-Carlton (Japan), Westin Excelsior (Rome), Four Seasons Hotel (New York), Palms Casino Resort (Las Vegas), President Wilson Hotel (Geneva), Martinez Hotel (Cannes), etc. Places to relax "luxury": Bahamas, Barbados, Miami, Virgin Islands, Maldives, Seychelles, Belize and Fiji.
To be and seem
The luxury segment is considered one of the most developing, promising and long-term. Previously, it belonged to the prerogatives of the European world, but now it is dynamically progressing in China, where the consumption of extra-luxury goods has increased several times in recent years.
According to analysts, the clients of "luxury" can be divided into 3 groups. The first group will include billionaires, government officials, politicians, representatives of royal families, for whom the luxury style is a vital attribute.
The second group is represented by relatives, children, lovers, lovers, concubines of the above persons, leading a luxurious lifestyle due to their special position in society.
The last group consists of those who want to imitate or impersonate a representative of high society. They buy things at discounts, get into debt in order to emphasize their “special” status and belonging to the chosen caste. However, these people have no material and social base.
Development and prospects of "luxury"
As mentioned earlier, China has recently become an active consumer of luxury goods.
Analysts estimate that the Celestial Empire will provide about 50% of the profits of all world dealers of luxury goods. In general, the revenue of luxury sellers until 2020 will increase by about 9-10 percent annually. Despite the permanent financial crises, the market for luxury goods will develop, accompanied by acquisitions, purchases and sales of companies and brands. New sellers will look for fundamentally different ways and strategies for conquering potentially promising market territories.
In the meantime, such brands as Chanel, Louis Vuitton, Rolex, Salvatore Ferragamo, Hermes remain “mastodons” and manufacturers of luxury goods. The audience of the “luxury” market is 10% of all customers in the world (approximately 680 million people). True, by 2025 they should be twice as many.