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Introduction

In: Real Luxury

Author

Listed:
  • Misha Pinkhasov
  • Rachna Joshi Nair

Abstract

Real luxury is about leadership. Before the word ‘luxury’ became intricately linked to the word ‘brand,’ the makers of luxury were considered purveyors of fineness and quality. They were leaders in their respective product categories. They took a product or a skill and evolved it into the highest expression of its art. The clients for this ennoblement were leaders themselves: the kings, clerics, merchants, and celebrities who served as role models for the values and behaviors of their community. This dual dimension of leadership takes luxury beyond the aspiration of simple ownership and translates it into a fineness and quality of intentions and behavior. Luxury brands and luxury customers influence people to act in a certain way.

Suggested Citation

  • Misha Pinkhasov & Rachna Joshi Nair, 2014. "Introduction," Palgrave Macmillan Books, in: Real Luxury, pages 1-3, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-39557-3_1
    DOI: 10.1057/9781137395573_1
    as

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