Luxury is enticing and exciting, polarizing and provocative, not to mention that it is good for the economy. But the essence of luxury goes far beyond the material. Luxury appeals to our senses, our dreams and our desires. It immediately evokes images that are as precise as they are diverse. Luxury also triggers some pretty clear opinions – both favorable and unfavorable.
On closer inspection, however, the matter is usually not that clear-cut. And something like luxury research, which attempts to systematically and objectively explore the phenomenon, does not yet exist.