Vol. 5, Issue 8 (2018)
Redefining luxury construct
Author(s): Sanjeev Kumar Jharkhede, Dr. SL Menariya
Abstract: Luxury as a state of great comfort or elegance, especially when involving great expense or an inessential, desirable item which is expensive or difficult to obtain or a pleasure obtained only rarely. Dreams and longings provoke not only self-expression through art, but also the impulse ‘to single oneself out through ornamentation, make a mark through monuments, seduce others by acquiring or giving rare objects, and ﬁnally to better enjoy life by improving one’s food and surroundings. Voilà le luxe.’ In other words, man has aspired to better things since he ﬁrst glimpsed the stars. The primitive impulses behind our desire for luxury also nudge us towards a clearer definition of this slippery word. As Castarède suggests, luxury is often associated with the realm of the senses: voluptuous images, tastes, odours and sensations. Indeed, sensuality is a key component of many luxury brands. Luxury is something that is amalgamation of fine craftsmanship, rarity, history/story with specific focus. Extreme quality and exclusive in its identity, something that cannot be easily recreated, and something that stands out amidst all its accessible and affordable counterparts.