The new time has brought into our everyday life a lot of different words and expressions that we did not know anything about before. For example, "luxury" - what is it? What objects or phenomena does it represent? Let's see, because using it right and left, many may not fully understand its essence.
The meaning of the word "luxury"
What is this? Like many other modern words, this also came to us from the English language. Luxury - splendor, luxury, we alth, enjoyment and pleasure. This is the translation of this English noun.
Philosophy
It is wrong to think that this word refers exclusively to clothing or cosmetics "luxury" - that is, super-expensive brands and brands. This concept, in fact, defines the style and philosophy of life that a limited circle of people can afford to have.
Luxury - what is it? This is a kind of "tag" that can be hung on services, recreation, cars, housing, which have an unaffordable cost even for the so-called "middle class". In other words, luxury isa limited segment of goods and services intended for very we althy people who are simply obliged to consume them based on their special status.
Luxury items. What is it?
Luxury is not even "luxury" and not the designation of the "elite segment". It stands much higher than these concepts and implies that nothing higher and "cooler" than it simply does not exist in nature.
Cosmetics, perfumes, luxury clothes - these are the most understandable and even affordable things for someone from this elite habitat. But it is also exclusive restaurants (“5 stars”), food (white caviar, Krug champagne), household appliances (Westvision TVs), cars, yachts, jewelry with elite stones, watches, sea and ski resorts, hotels, boutiques, beauty salons, cinemas, to which the road to a mere mortal is simply closed.
Status rest
In Egypt there is a resort called "Cleopatra Luxury Resort". The name itself emphasizes its special status, making it clear that not everyone can afford to stay here.
This resort is located on the first coastline of the Red Sea and occupies the territory of the famous Sinai Peninsula (near the airport "Sharm el-Sheikh"). It includes 9 separate buildings erected on fantastic rocks. They house 324 guest rooms, 152 of which have the Luxury status. Cleopatra Luxury Resort is a 5-star residence, so you won't find a room here for less than $1,000. e. (per day).
Complexboasts a separate private beach, a themed pool, restaurants and bars, a pub, a nightclub. There are grounds for tennis and billiards. There is also a diving center on the territory of the resort. There is a separate recreation program and infrastructure for children.
Each room is equipped with plasma, balcony or terrace, air conditioning, everything you need to use, internet. Vacationers can visit massage therapists, a gym, and engage in various water sports.
The luxury segment also includes such hotels as The Atlantis (Bahamas), Ritz-Carlton (Japan), Westin Excelsior (Rome), Four Seasons Hotel (New York), Palms Casino Resort (Las Vegas), President Wilson Hotel (Geneva), Martinez Hotel (Cannes), etc. Luxury vacation destinations: Bahamas, Barbados, Miami, Virgin Islands, Maldives, Seychelles, Belize and Fiji Islands.
To be and to seem
The "luxury" segment is considered one of the most developing, promising and long-term. Previously, it belonged to the prerogatives of the European world, but now it is rapidly progressing in China, where the consumption of extra-luxury goods has increased several times in recent years.
According to analysts, luxury customers can be conditionally divided into 3 groups. The first group will include billionaires, government officials, politicians, representatives of royal families, for whom the luxury style is a vital attribute.
The second group is represented by relatives, children, lovers, mistresses,concubines of the above persons, leading a luxurious lifestyle due to their special position in society.
The last group is formed by those who want to imitate or pretend to be a representative of high society. They buy things at a discount, get into debt to emphasize their “special” status and belonging to a chosen caste. However, these people do not have any material and social base.
Development and prospects of "luxury"
As mentioned earlier, China has recently become an active consumer of luxury goods.
Analysts calculated that the Celestial Empire would provide about 50% of the profits of all the world's luxury goods dealers. In general, the revenue of luxury sellers until 2020 will increase by about 9-10 percent annually. Despite the permanent financial crises, the luxury goods market will develop, accompanied by acquisitions, purchases and sales of companies and brands. New sellers will look for fundamentally different ways and strategies to conquer potentially promising market territories.
In the meantime, such brands as Chanel, Louis Vuitton, Rolex, Salvatore Ferragamo, Hermes remain "mastodons" and manufacturers of luxury goods. The audience of the luxury market is 10% of all buyers in the world (approximately 680 million people). True, by 2025 there should be twice as many.
