How The Modern Consumer Is Changing The Meaning Of Luxury

Coco Chanel once said, “Luxury must be comfortable, otherwise it is not luxury.” The sentiment sounds obvious enough. Of course, truly luxurious products, experiences, and services should feel good—to the skin, the eye, and the soul. The dictionary definition of luxury, after all, is “the state of great comfort and extravagant living.” But the idea of comfort as a necessary facet of luxury has largely been lost in the last few decades—replaced by a kind of frantic global consumption of logo-laden tokens of affluence such as designer handbags, watches, and cars. But luxury—the word and the idea—is in a state of transition.  Classic “luxury” items remain popular with a certain segment of consumers, of course, but the market is softening for top-tier designer brands. LVMH, the largest luxury conglomerate in the world, for example, reported the slowest gr

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out