What is luxury

1豪華な роскошь 豪華

What is Luxury ?

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• I love luxury. And luxury lies not in richness and ornateness but in the absence of vulgarity. Vulgarity is the ugliest word in our language.

• In order to be irreplaceable one must always be different.

• Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.

• Luxury must be comfortable, otherwise it is not luxury

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• Luxury reflects us, can we look into the mirror and ….

• What do we understand as luxury ? ….• Do we need luxury ?....

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• The word “Luxury” has:

• 570.000.000 results in 0,20 seconds

• Is everything luxury ??? If not , what is it ???• Could it be noise?? Is the noise trying to tell us something?

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Does the story go like this ? In New York ?

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Does the story go like this ? In New York ?Or like this ?

Human attachment makes it unique….

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• Luxury must regain its connection to the human.

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Brand

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TrajectoryStoryMotive

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We must EVOLVE the meaning of luxury, if it is to have meaning going forward… we must ENGAGE :

Humans Involvement Authenticity

Sustainability Knowledge

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Conclusions …

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• You Tube Video: http://youtu.be/-I4zuf1ks38

Mrs. Stefania Saviolo Director, MAFED- SDA Bocconi LUXURY CONSUMER INSIGHT

• Conclusions from the Luxury consumer's behavior in PR China, Italy and United States.

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Any question

or questions …

[email protected] Puigmartí Cansick Master Title in Marketing. Exe MBA.Degree in Negotiation. Ecole Hôtelière Les Roches