Where did this hunger for luxury come from?
According to Dana Thomas, author of Deluxe: How Luxury Lost its Luster, luxury denoted a history of tradition and superior quality. Goods were produced in small quantities for the wealthy elite who could afford it.
How do you create a mega cash cow?
Step one: In the early ‘90s, small artisanal manufacturers were bought by public companies. Quarterly profits became the main goal. Price points were lowered to cater to the new middle class target market. Increase in volume resulted in a decrease in quality.
Last step: Combine that with glamourous ad campaigns. Brand your items “buy this and you too will have a luxury life”.
Profits skyrocketed. Unfortunately, focus was shifted from what the product is and should be to what it represents.
The higher end bags are made with the finest materials and with excellent workmanship. Brands like Hermes who maintain the artisanal quality of their products can be seen in their iconic Kelly and Birkin bags. Each bag is handmade by one person. It can take up to 18 hours of production, from hand-sewing seams to attaching hardware. True luxury does not come from the label but lies in the aesthetic quality of the design and the craftsmanship behind it.
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