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If you see a Google Drive link instead of source url, means that the file witch you will get after approval is just a summary of original book or the file has been already removed. Loved each and every part of this book. The average markup on a handbag is ten to twelve times production cost. And Vuitton prices are never marked down. Many luxury stores end right there: handbags and accessories. Perfume has, for more than seventy years, served as an introduction to a luxury brand.
It also provides luxury brands with substantial profits. Cosmetics serve the same purpose but, like handbags, are more showy: pulling a Chanel lipstick from a handbag gives the instant impression of wealth and savoir faire.
Back in the old days, when luxury was still an intimate, elegant business for an elite clientele, shopping for clothes, be it couture or ready-to-wear, was a pleasurable affair. You chose what you liked, often during a fashion show or a personal viewing, retired to a spacious, comfortable dressing room, tried on the garments leisurely, and had the seamstress on hand to do whatever retouching was necessary. Couture and high-end department-store saleswomen were counselors and confidantes.
They knew who was wearing what to which event, they knew what suited you, and they advised you accordingly. Today, by contrast, shopping for luxury brand clothing is an exercise in patience. Usually there are only a few pieces of clothing and only in the smallest sizes. And so on. This, in the minds of luxury executives, is attentive, specialized service.
Luxury adornment has always been at the top of the pyramid, setting apart the haves from the have-nots. Its defining elements—silk, gold and silver, precious and semiprecious stones, fur—have been culturally recognized and sought after for millennia.
In prehistory, humans set themselves apart by decorating their furs with bits of bone and feathers. The Chinese enriched their appearance with silk embroidery as long as twelve thousand years ago, as did the Persians and the Egyptians in the second century BC. The Etruscans wore gold and imported amber from the Baltics and had beautiful engraved gemstones like jasper and carnelian.
But it was this love of luxury that led to their downfall, according to social conservatives of the era. Rulers passed sumptuary laws—social restrictions that dictated what you could display in terms of wealth, usually clothing, jewelry, and other luxury items—thus preventing commoners from imitating nobles and reining in conspicuous consumption.
According to one ancient tradition, the sculptor Phidias offered to build the statue of Athena in the Parthenon in Athens out of cheap materials—gold-gilded marble—but the proposal was vetoed by the Athenian assembly.
It was during the reign of the Bourbons and the Bonapartes in France that luxury as we know it today was born. With the fall of monarchy and the rise of industrial fortunes in the late nineteenth century, luxury became the domain of old-moneyed European aristocrats and elite American families—such as the Vanderbilts, the Astors, and the Whitneys—who moved in closed social circles. It denoted a history of tradition, superior quality, and often a pampered buying experience.
Luxury was a natural and expected element of upper-class life, like belonging to the right clubs or having the right surname.
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