ABSTRACT
Dreams of luxury warm our souls from early childhood. Contemporary luxury inspires consumers, even when affordability is out of the question. The features of luxury inevitably migrate, trickling down to more accessible market strata, in one form or another. Luxury is winning its soul, or perhaps regaining its soul after playing in the overly material world. If the item came from the right place, the right creator, and could be traced with reasonable confidence, it was authentic, and had a chance of making it into the world of luxury. Putting it all together, we see that Luxury is fundamental to understand the High End. The dilemma faced by the luxury industry when it comes to licensing is simply the loss of charisma. The relation between a true luxury player and celebrity customers involves a deep, subtle art of engagement. Luxury brands made substantial progress in the last couple of decades by fitting themselves into the world of high culture.
