Luxury’ has become an increasingly used term, but luxurious lifestyle’s true meaning and value are seldom clear. In luxury one have to position a ‘true’ luxury brand as distinct from premium brands or fast fashion, a precise definition of the values of luxury and the particular brand are critical success factors.
This luxurious lifestyle the authors focus on consumer luxury value perception and related consumer behaviour, and suggest practical implications for the luxurious lifestyle as for the successful management of luxury brands. Facing serious challenges in an ever-changing market environment, luxury brand managers have to translate the deeper values of luxury in successful business models for luxurious lifetyle. In spite of the global recession, luxury seems to be everywhere; it has become an increasingly used term, but its true meaning and values are seldom clear. However the luxurious lifestyle attempts must be made to position a ‘true’ luxury brand as distinct from premium brands or fast fashion otherwise, for the luxurious lifestyle the brand identity and core brand value are irreversibly destabilized. Luxury is a term that is routinely used in our everyday life for the luxurious lifestyle a promise of decadence and a dream of an exclusive luxurious lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns. However, what does luxury really mean.
The only consensus on the meaning of luxury is that there is little consensus. In this luxurious lifestyle the understanding of luxury differs between individuals and product categories, as in the luxury lifestyle there is situationally contingent and depends on the subjective experience and individual needs of the consumer.