What Is Traditional Luxury

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CHAPTER I: COUNTERCULTURE OF CONSUMPTION THE COMPLICATED MILLENIAL It goes without saying that today’s consumption society is composed of educated spenders. These affluent consumers are extremely brand conscious, thanks to the multi-billion advertising industry for luxury campaign, as well as the infinite amount the fashion media, from the traditional hard copies to digital platforms. Consumers know exactly what to buy, where, when and how to purchase these premium-priced or luxury products—regardless of his or her social status. Particularly among the millennials, their ideas of luxury items are no longer hold the same values as their parents generation. Unlike any other generations, the millennials are quickly and largely changing their consumer…show more content…
According to the Wealth Report, less than half of surveyed wealthy consumers (annual household income above $150,000 US) especially the older respondents believe that craftsmanship is a differentiator of luxury against mainstream (Carr 2013). The result shows that there is a conflict of interest in the traditional luxury’s pillar of craftsmanship, against the modern popularization in contemporary-oriented fashion. Therefore, the perceived value of the modern luxury has skyrocketed beyond a reasonable threshold—matching that of traditional luxury. The price points of a handbag with know-how history can more or less be similar to the contemporary designer brands. The value of artisan skill is less procured, due to the much available assembly-lined…show more content…
Many media experts have been arguing for the relevancy of culture jamming around the time of the rise for global economic industrialization and luxury consumption. The term was coined back in the 1984 by Nagativland, a San Francisco-based experimental music band (McLaren 2014). Culture jamming, or also referred to as ‘culture hacking’, is an “act of using existing media such as billboards, bus-ads, posters and other ads to comment on those very media themselves or on society in general, using the original medium’s communications method,” according to the modern, colloquial or slang definition (Urban Dictionary
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