The Japanese recognizes Name Brand Luxury Goods a necessity and as such the nation had been the no. 1 patron by the end of 20th century; Into the 21C, as the Chinese replaces the premiere position who now reportedly consumes 25% of world's luxury goods, would this imply that the Chinese also consider luxury goods a necessity no less than the Japanese ? Facts and figures tells that the desire to consume Luxury goods and "Luxury Experiences" has been rampant everywhere in the world. $1.5 Trillion, or an equivalent of 852 Towers worth of Taipei 101, was spent on earth as estimated by Boston Consulting Group in year 2012, which follows an ever so record breaking trend of world Luxury consumption, despite small set back at times of financial crises. Luxury Fever is a phenomenon that prevails in the 21C as known to date. As such one may wonder: What makes luxury a necessity? Why are people obsessed with HandBags, the LOGO Bags, and the mere presence of Brand Names? How does the "It bags" and, or a Brand become Iconic? How would the Bags made by skills preserved from 19th Century craftsmanship that cost a minimum of $10,000, or the Watches priced in half a million dollars each of European Brands so captivating that woos and drives worshipers all over the world? Why and how, that 70 % of Personal Luxury Goods the world consumes and favors are from luxury brands of French origin? And ultimately, What is Luxury ? and as Luxury becomes popular, affordable and accessible, would Luxury be De-Luxed or goes out of Fashion? But what Luxury is truly Luxurious? Through years of investigation, the author recognizes the rising power of the "Aspirational Mass" who fuels the growth engine of the Luxury Fashion markets and the industry -- the 'freshmen', the new comers of luxury experiences who shop with strong and relentless ambition, and consistently Up Grading their buying behavior. The author prescribes the insights that the aspirational consumers assigns "to become" for the purpose of "to have," with the feel good factor of"having"links to the ultimate bliss: the wonderful life style one is aspired to and will possibly resume.
About the Author: Lynn h. Shih is author of two books on Luxury Branding and Fashion and Luxury culture published in Chinese language. Lynn was General Manager of Louis Vuitton, Loewe, Fendi, and Celine Brands on the Country level, as well as the Group head of LVMH Fashion Group in Taiwan. Prior to that, Lynn had established substantial experiences in Visual Merchandising and Marketing Management in Luxury and fashion sector in New York and Taiwan, She holds a Master degree of Cornell University, produced also works on in Theater and costume design. She processes various creative talent and is a Smart Fashion Visionare. She co-founded Bliss Branding Consulting that advises Designers, Fashion, Lifestyle, Luxury Resorts and Cultural Creative Brands as well as PE investment funds across straits in China, Taiwan. Travel in China, Taipei, Japan, and as well as Europe frequently, Lynn has been on the juries of major fashion and design awards competitions, and is a much respected thought leader and speaker cross straits in the area of fashion, high culture and collections and has engaged audiences and followings of various age groups. Presently, Lynn is the program director and professor of Fashion & Luxury Brand management with the Chinese Culture University (Taipei). She advises also the National Palace Museum (Taipei), Tung Hwang Cultural Promotion Foundation (China), the Design Center (TDC), the Textile Design Center (TTDC), and the Ministry of Culture and Commerce of Taiwan. For more information, see www.facebook.com/4dbranding