The word Luxury has become a very frequently used part of our vocabulary and we can find it almost everywhere. It is related with a variety of imaginations and emotions. Phenomenon of surplus, abundance, richness that is how many people see it and it occupies our minds. While hearing this word we often imagine an impressive moment usually connected with a personal prestige. Luxury also provides you with an option to make your decisions more freely.

Even if we do not realize that, we often contemplate about luxury and subconsciously incline to it. It can satisfy our ongoing cravings to live a moment of wealth, grandiosity, pompousness or prestige. Luxury means an accord between harmony and happiness, satisfying our senses. Luxurious can be for gourmands a visit in a fancy restaurant or with diamond embroidered dress from a limited collection introduced by the world famous designers.

Meaning of the word is closely related with our visualizations and imaginations. In the Ancient Greece if people wanted to express that something is luxurious they used the word hé chlidé, which described flamboyant, fragile and by touch smooth things or in gourmand terminology something very delicious. Luxury can be anything we in our minds refer to uniqueness, solitaire, or pompousness and what attracts a lot. For ages luxury has evoked envy and eagerness to own “fancy things”. Later it was represented by jewellery, noble watches, attractive haute couture, limousines or trendy handbags made of various materials. People preferring luxury not always long for material things but rather for travelling and relax. Current world trends are about increased interest into luxurious hotels, yachting or travelling. Outcomes of the State of Luxury Conference which annually takes place in New York indicate an increased demand for luxury in such countries like Russia, Brazil or China.

It looks like European and North American countries are losing their interest in “luxury”.
However, the term Luxury is highly relative and perceived differently by people. It is not a rule that luxurious trademarks preferred by Slovaks are ranked among the TOP luxurious trademarks in other countries. For Slovak consumers of luxury, the most preferred trademark is Dior as a pioneer of natural and nude look in the fashion and beauty. Further we can rank here Chanel, Chloé, Louis Vuitton and Givenchy. Behind these brand names are famous designers like Christian Dior, Coco Chanel, Karl Lagerfeld, John Galliano, Stella McCartney, Marc Jacobs or deceased Alexander McQueen.

Marketing managers ranked among TOP5 luxurious trademarks also an automobile trademark Bentley automobiles of which are characterized by extraordinary quality, charming design followed by pleasure of drive. It is so enriching and remarkable that it stays in our memory for entire life. In spite of its high price Bentley has been chosen by Slovaks more frequently.
Going southward into the country with more sunny and warm days in a year where pizza is the most popular meal – into Italy, we would find out that Italians prefer trademarks like Ferrari, Cartier or Valentino. In UK with its one of the world fashion cities (London) the highest ranked trademarks are Rolls-Royce, Harrods and Hilton.

Different cultures perceive Luxury differently. What they have in common is how they accept it. Luxurious goods are here to satisfy our need to be unique and attractive.

Zuzka Matejovičová
Photo: Profimedia