Having studied the luxury industry and become an expert in the field of luxury home goods, it is valuable to open this blog with a conversation on the definition of luxury and luxury home goods.
The term and concept of luxury was once easy to define but it has taken on different meanings over time. Today, the meaning of the term luxury has become diluted and has taken on many forms due to its democratization. The question “What is luxury?” can be answered in countless ways. The responses are relative to personal beliefs and are closely linked to one’s socio-economic status and culture. More importantly, what constitutes luxury for one, may not be luxury for another. Ultimately, luxury is an experience which is unique to each individual.
The luxury industry is primarily focused on creating needs that consumers do not know exist. Luxury products are not necessities; they are personal pleasures and the majority of luxury purchases are inspired by more than a need. One may need a car for transportation purposes, but one does not need that car to be a Ferrari in order to get from point A to point B. This argument frames luxury in a specific and unique way and allows us to define it in a somewhat metaphorical sense.
The role of luxury is to sell dreams. As Jean-Noel Kapferer, one of the great experts in the field explains, “Luxury evokes the notion of rarity and of access to the privileged life.” Therefore, luxury is largely concentrated on creating products that tap the emotional side of consumers. In order to do that, luxury brands focus on long-term value, rather than becoming a bestseller.
I define luxury home products as those which have been created with the utmost respect for the material, craftsman, and customer. These products highlight an individual’s skill and ability to work with their hands to create fine and delicate products that are available in limited quantities. These products are generally created with rare materials such as antique lace, high quality, durable and expensive cotton, and are finished by the hand of a highly skilled artisan who shares an appreciation for the product.
This blog will focus on highlighting luxury home products and showcasing them in their purest forms. We will review products, discuss hot topics in the industry, and talk about all things related to bedding, towels, and tableware. Welcome to the world of Anne France Home!