Market Trends

The three dominant trends in the global luxury goods market are globalization, consolidation, and diversification. Globalization is a result of the increased availability of these goods, additional luxury brands, and an increase in tourism. Consolidation involves the growth of big companies and ownership of brands across many segments of luxury products. Primary examples include LVMH, Richemont, and PPR, which dominate the market in areas ranging from luxury drinks to fashion and cosmetics. Leading global consumer companies, such as Procter & Gamble, are also attracted to the industry, due to the difficulty of making a profit in the mass consumer goods market.

Luxury Shopping

Another phenomenon of the luxury market are "Luxury Shopping Avenues". Certain Streets like the Paris Champs Elysees or the New York 5th Avenue become global shopping windows and places where the luxury brands want to be represented. These retail districts concentrate luxury-type stores that are managed by large corporations, while conventional and independent retailers are pushed out because of increasing rent and real estate prices.

Paris

Paris (pronounced /ˈparɪs/ in English, [paʁi]  ( listen) in French) is the capital and primate city of France. It is situated on the river Seine, in northern France, at the heart of the Île-de-France region (or Paris Region, French: Région parisienne). The city of Paris, within its administrative limits largely unchanged since 1860, has an estimated population of 2,203,817 (January 2006), but the Paris aire urbaine (or metropolitan area) has a population of 11,769,433 (January 2006), and is one of the most populated metropolitan areas in Europe.

An important settlement for more than two millennia, Paris is today one of the world's leading business and cultural centres, and its influence in politics, education, entertainment, media, fashion, science and the arts all contribute to its status as one of the world's major global cities.

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Luxury Brands

A luxury brand or prestige brand is a brand for which a majority of its products are luxury goods. It may also include certain brands whose names are associated with luxury, high price, or high quality, though few, if any, of their goods are currently considered luxury goods.

Another market characteristic of luxury goods is their very high sensitivity to economic upturns and downturns, high profit margins as well as prices, and very tightly controlled brands.

For example, following a nearly crippling attempt to widely licence their brand in the 1970s and 1980s, the Gucci brand is now largely sold in directly-owned stores. The Burberry brand is generally considered to have diluted its brand image in the UK in the early 2000s by over-licensing its brand, thus reducing its cachet as a brand whose products were consumed only by the elite.

LVMH (Louis Vuitton Moet Hennessy) is the largest luxury good producer in the world with over fifty brands, including Louis Vuitton, the brand with the world's first designer label. The LVMH group made a profit of €2bn on sales of €12bn in 2003. Other market leaders include PPR (after it purchased the Gucci Group) and Richemont.

A rather small group in comparison, the wealthy tend to be extremely influential. Once a brand gets an "endorsement" from members of this group, then the brand can be defined as a true "luxury" brand. An example of different product lines in the same brand is found in the automotive industry, with "entry-level" cars marketed to younger, less wealthy consumers, and higher-cost models for older and more wealthy consumers. The least expensive Mercedes-Benz sold in the United States is the C300 sedan at $32,000, and the most expensive model is the Mercedes-Benz SLR McLaren coupe at $497,000.

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Veblen Good

In economics, Veblen goods are a group of commodities for which peoples' preference for buying them increases as a direct function of their price, as greater price confers greater status, instead of decreasing according to the law of demand. A Veblen good is often also a positional good.

Some types of high-status goods, such as high-end wines, designer handbags and luxury cars, are Veblen goods, in that decreasing their prices decreases people's preference for buying them because they are no longer perceived as exclusive or high status products. Similarly, a price increase may increase that high status and perception of exclusivity, thereby making the good even more preferable. The Veblen effect is named after the economist Thorstein Veblen, who first pointed out the concepts of conspicuous consumption and status-seeking.

However, this 'anomaly' is mitigated when one understands that the demand curve does not necessarily have only one peak. The goods generally thought to be a Veblen good are still subject to the curve since demand does not increase with price infinitely. Demand may go up with price within a certain price range, but at the top of that range the demand will cease to increase before it begins to fall again with further price increases. At the other end of the spectrum, it is obvious that were luxury items priced equal to generics, the giant mass of the people would buy the luxury items, even though a few Veblen-seekers would not. Thus, it is illustrated that even a Veblen good is subject to the dictum that demand moves conversely to price although the response of demand to price is not consistent at all points on the demand curve.

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Market characteristics

Some luxury products have been claimed to be examples of Veblen goods, with a positive price elasticity of demand: for example, making a perfume more expensive can increase its perceived value as a luxury good to such an extent that sales can go up, rather than down.

Although the technical term luxury good is independent of the goods' quality, they are generally considered to be goods at the highest end of the market in terms of quality and price. Classic luxury goods include haute couture clothing, accessories, and luggage. Many markets have a luxury segment including, for instance, automobile, wine, bottled water, tea, watches, jewellery, High fidelity and chocolate.

Luxuries may be services. The hiring of full-time or live-in domestic servants is a luxury reflecting disparities of income. Some financial services, especially in some brokerage houses, can be considered luxury services by default because persons in lower-income brackets generally do not use them.

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Luxury Good

In economics, a luxury good is a good for which demand increases more than proportionally as income rises, in contrast to a "necessity good", for which demand is not related to income.

Luxury goods are said to have high income elasticity of demand: as people become wealthier, they will buy more and more of the luxury good. This also means, however, that should there be a decline in income its demand will drop. Income elasticity of demand is not constant with respect to income, and may change sign at different levels of income. That is to say, a luxury good may become a normal good or even an inferior good at different income levels, e.g. a wealthy person stops buying increasing numbers of luxury cars for his automobile collection to start collecting airplanes (at such an income level, the luxury car would become an inferior good).

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