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the macdonalisation of luxury brands January 7, 2009

Posted by walnutsrice in favourite items.
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deluxe

You can now buy luxury. It is a dream.

Deluxe: How Luxury Lost its Luster talks about the rise and fall (first) then the globalisation of luxury brands across the world. Research done into the history of luxury brands are well translated: demonstrating the transformation luxury brands as couture houses catering to the upper aristocrats and focusing on the quality of workmanship to catering to the masses. From refinement to in-your-face vulgarity. from skilled artisans handmaking each item to mass production in China. Counterfeiting in every country. the rise of celebrity designers like Marc Jacobs (I still love him) and Tom Ford.

Nonetheless, there still are couture houses like Hermes who stick to its long standing tradition of hand-making their Kellys and Birkin, life long warranty, top-grade leather and focus on quality than quantity. Their silk scarves are made in France.Most astonishingly, in order to remove the stigma of Made in China, some luxury houses rip off the tag upon arrival of the goods and replace it with Made in Italy etc.

+ i am happy to lend out this book if anyone wants a good read.

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