Thoughts about the meaning of luxury

We were recently debating with a client about what luxury is. What we call or should call luxury, whether its connotations are positive or negative, whether a certainly attainable yet premium consumer brand can be considered luxury.

This is something we are still debating.

By definition, the word luxury has several meanings related to abundance or exquisiteness, values that by default make the concept limited and limiting, restricted to certain brands only.

However, if we ask people what true luxury is for them, many will talk about living unique experiences, travelling, health or simply having time.

In fact, luxury in the dictionary has a fifth meaning that is, without a doubt, my favourite: “Valuable, exceptional or extraordinary person or thing”.

Let’s seek to make the brands we work on exceptional or extraordinary, whether they are consumer brands or industrial brands. Let them be a true luxury for people, not because of their price but because of the value they bring into their lives.