When we talk about luxury, what exactly are we talking about?

When we think of luxury goods, our mind will always first think of those familiar brands, and its high price.

When the Bourbons and Bonapartes ruled France, "they served a particular class and became its exclusive domain." This is the original commentary on luxury.

Selling prices far above functional value, which makes luxury goods different from general goods, were given the function of helping to distinguish social classes, and they were positioned at the top of the consumption hierarchy pyramid.

The book Luxury says: "Luxury is no longer just a class of goods, but also a symbol of historical tradition, good quality, and often a spoiled shopping experience." "Luxury is an element of life reserved for the upper class. It is desirable to belong to an exclusive club, or to have a famous family name."

There is a sentence in the book that reflects the source of some people's condescending attitude under the video: "Luxury is the privilege of the rich and famous class, and how can the general public have the courage to touch it."

Calling a 100-yuan handbag a luxury item destroys the aura of luxury in their hearts, making the word meaning high-end and expensive meaningless.

But as a common word, the implementation of life, is completely different situations, a thousand people have a thousand Hamlets in their hearts, in different social environment and personal circumstances, each person's definition of luxury is greatly different.

There are also many people in support of those piercing jeers, but also they tell their own stories and "luxury". The story is much the same: in an age of scarcity, many hard-won things are seen as the most pleasant "luxuries" of the time.

Perhaps this is "luxury" in the broad and narrow sense.

Different levels of consumption make each person's most cherished brand level slightly different, but for them, these are the best they can get at the moment.

This is "luxury", everything that makes them feel good and happy, and is worth valuing.

In fact, under the current social and economic conditions, ordinary people are not excluded from luxury goods, on the contrary, luxury goods are gradually entering more people's lives, may wish to take this matter to look at our attitude towards luxury goods.

First of all, we need to realize that luxury goods are becoming more and more young and popular.

In 2022, Bain Consulting Group and Italian luxury goods agency Altagamma released an industry research report that pointed out that the generational evolution of luxury consumers is taking place.

While millennials are still the dominant generation, Generation Z (those born between 1995 and 2009) and Generation Alpha (those born after 2010) are increasingly influential and entering the consumer market at a lower average age.

The increasing voice of young consumers has led to the strategy of luxury platforms becoming more and more catered to the younger and younger consumer groups, and the trend of young luxury goods is obvious.

In addition, the book "Extravagant" also supports this view.

With the development of modern society, people's age of marriage and childbearing has been delayed, so that people's discretionary income has increased, and consumers' education level has gradually increased, and their requirements for life and tastes are constantly improving. The development perspective of the luxury industry has long shifted to the middle market with a wide range of social and economic population.

Luxury is becoming more affordable. Luxury brands expand product lines with different positioning, and after creating a successful brand image, they reach audiences with different consumption power through these products with different pricing.

Now it is not as difficult for people to own a luxury brand product as it used to be.