Deluxe: How Luxury Lost Its Luster

I thought this book was a very eye opening read about the luxury industry that explores all aspects from it's origin, the counterfeit industry and the corruption. A must read for anyone who has an interest in the industry!

If you're a fan of fashion and have always been curious about the fashion industry then I recommend this book. The book really opens up your eyes about the inner workings and history of the industry. For example, if you've ever wondered how all those high end stores at the mall who nobody ever seems to buy anything from stay in business, the answer is in here. (The answer is has two parts. One aspect is that multiple brands belong to a single company so that even if one is not profitable the other will pick up the slack and the company will keep going. The second aspect is that it is good exposure to have your companies name shown in bright lights at a trendy spot.)The premise of the book, which the author spends the first 90% of the text arguing, is that, as the title states, that luxury has lost its luster. When you walk into a Louis Vuitton store and buy that purse or wallet, you are just experiencing the shadow of what luxury once was. Luxury used to mean you'd be treated like royalty. You would get very personalized attention at the store and the items would usually be made to order by artisans in Italy. However, in the last 20 years, luxury has been democratized, or in other words, it has been cheapened so that most people can now get a taste of luxury. After arguing this for the first 90% of the books, in the last 10% the author tells us that the old type of luxury still exists. Brands like Chrisitan Louboutin, Armani, Tom Ford, Chanel and Hermes as well as some malls, such as one in Brazil, still offer that old style personalized luxury. So basically, that original style luxury still exists plus we still have a cheaper version. So nothing has really been lost.

I found DELUXE: HOW LUXURY LOST ITS LUSTER by Dana Thomas from a suggestion that someone made on the purse forum. The thread had to do with brand name bags and the noticeable decline in quality, yet prices are on the rise.This book is FASCINATING! Thomas has access to all the major players in fashion and provides details on how some of the most iconic brands got their start. Names like Louis Vuitton, Chanel, Versace etc., and how they have evolved into today.Many of these brands started out very small with lots of attention paid to detail and quality. Only the most richest people of society could afford some of these brands until there was a marketing explosion during the 80s and 90s in which most of these brands were bought out by corporations.Anyway, that's when the decline started happening and some of these brand names actually have stuff produced and made in China, but assembled in Italy or France so that they can still carry the "made in Italy or France" label.It's really interesting how Thomas traces these brand names from their respective family owned businesses to when they were bought out by corporations.She also discusses the issues of buying fake bags and counterfeit goods. Many think that buying a knock-off version of an expensive bag is a victimless crime, but it is not. You'll find out why in this book.Also, even though the "crossover" of luxury brands to the masses is a good thing -- meaning more people can afford to own one or two luxury items even if they aren't millionaires -- the downside is that now the quality has gone down, and since there must be a high turn over rate of selling more and more, nothing is made to last, unlike items that were made a decade or so ago.I would definitely recommend this book if you buy brand names like Chanel, Vuitton or the like, or even if you don't because this book will have you rethinking the whole idea of what luxury is.

at corporate I would get a little slap on the wrist for writing this review since I work for one the brands heavily mentioned in this wonderful book.I entered the world of luxury goods last year for an Italian brand that even it's "epicenter" store is elusive without the name of the store on Rodeo Drive. What Dana Thomas has written about the luxury brands is eye opening and condemning. From the factories in China, Santee Alley in the Downtown Los Angeles and the country side of France, you get the insiders view on how indeed luxury lost its luster. Once considered lavish and extravagant, we now see what luxury brands have done to diminish the quality and service of these high end stores and at great cost. No one walks into Gucci and buys a $2000 handbag expecting it to be made by an under paid teenager in China only to have the tag changed once it is in the companies possession to "made in Italy" for adding a handle. Small couture brands exist that retain a sense of dignity by continuing the art of exclusivity, style and hand made products that are still created and made where the tag states they're from. Even Hermes, a brand that continues to grow steadily, has retained its heritage and luxe by hand making made to order handbags and saddles.Aside from the investigative interviews and reports on luxury's current state, you also get history lessons on the birth of luxury from Alexander the Great's wardrobe, how Chanel No 5 came to be and the creation of the "Birkin" bag for Jane Birkin by Hermes. Witty, insightful and damning, you can't help but feel drawn into this book hoping that it never ends. But all good things come to an end and what I was left with was a sense of doubt and a bit of anger. As I stand in floor full of runway dresses, shoes and bags I wonder how much are these really worth? When a client complains in the future about her bag falling apart in a few days and asks, "What are your bags made in China?" in the back of my mind I will think yes it indeed could have been made in China.