milanice.com | +++ milan + lifestyle + design + fashion + magazine

I find pleasure in describing luxury as a “mind style”, a mental attitude more so than a life style.

Luxury is about uniqueness, individuality, linked to value (although not always the case) and quality. Today’s customer comes prepared, is informed, well-travelled, compares prices and products. It would therefore be naive to think that a high price tag is automatically indicative of luxury. Modern consumer needs, in terms of both “unobtainable” and “obtainable” luxury are the emotional kind.

Looking after yourself and dedicating “me” time is most probably the greatest luxury in a society where monotonous urban life is humdrum. At the same time, needs in order to satisfy personal wellbeing, desires to embark on new experiences and to create individual styles based on surrounding influences are on the rise. Why? Because everything mentioned up to now can be used to express ourselves.

A “customer” in the true sense of the word, should not simply be a face amongst the crowds, but somebody who you can strike up a relationship with, in order to perfectly understand their requirements, their expectations and their wishes; in essence, somebody you would interact with, just like a friend. Making consumer expectations and crazes come true in today’s climate, is considered true luxury. And the Baby Boomer generation welcomes this philosophy wholeheartedly.

Claudia Chiari, author of the book “Everlasting Luxury, the future of inaccessibility” published by Editrice Le Fonti. For more information of this book download press release