ABSTRACT
This chapter is the foundation for understanding the human desire for luxury, its significance, various theories and differences between perceptions of the East and West. Several points of luxury in history are covered, such as the ancient civilisations which are repeatedly an inspiration for contemporary luxury fashion. This history lesson includes Imperial Russia and the dissemination of luxury through the “White émigrés” around the world who influenced luxury. Furthermore, the traditional crafts of Haute Couture and bespoke tailoring and shoemaking are covered. Sustainability Note 1 reflects on craftmanship (especially bespoke shoes) which is still a sustainable way of producing goods. Finally, the importance of craftsmanship for luxury brands is addressed and a new theoretical framework is introduced which captures the six Luxury Brand Heritage Attributes which are relevant for brand management today.
