Marketing principles and contemporary applications

Marketing

How is luxury defined? Do you agree with this definition and with the role of luxury in society?

In the article, Needing the Unnecessary James Twitchell argues that the views of what is luxurious has changed. Where, most people are continually focused on how to be able to own and enjoy some of those popular items that are considered to be socially affluent. As, a wide variety of folks want to: possess those automobiles and household items that are defined within this category. In most cases, these individuals will use some kind of social proof to influence these decisions. This is when they will look at a number of factors to decide what items are considered to fit within in these categories to include: television and magazines. As a result, this is providing us with a basic definition of what is thought of as luxurious. This has shifted over the years, based upon the experiences and the changing tastes within society itself. These different elements are important, because they are illustrating how these kinds of transformations have meant that the definition of luxury is continually changing due to: the shifting views about cultural attitudes. (Twtichell, 2002)

I agree with this definition to a certain extent. The reason why, is because various cultural influences will have an impact on how someone is viewing what is considered to be luxurious. As, people will often use different kinds of social proof to influence what is considered to be trendy and lavish. However, beyond what is seen in magazines there are other factors that will have an impact on what is considered to be luxurious. In this case, there are number of elements that will affect these ideas to include: movies, television programs, the products they see their friends using, the style itself and various extras that will have an impact on these views. This is because; there is a combination of different factors that will influence the opinions of individuals. At which point, all of them together will determine how a person is defining luxury by forming a basic foundation of their viewpoints. Over the course of time, these kinds of shifts will be continually taking place, based upon how these factors are constantly evolving and the experience of most people within society. These elements are important, because they are illustrating how the basic definition of luxury is continually transforming. Therefore, I agree with it to certain extent. But will differ from this because, there are many more variables that must be taken into account.