For luxury industry, luxury is a word most fashion brands would die to be characterized by but only a few in fact are. It connotes exclusivity, uniqueness and justifies sky-high prices. The concept has throughout history played an important role in societies by being a clear indicator of knowledge and social class (Okonkwo, 2007), and it has not changed in the present time. Although, we have been freed from tradition-bound social stratification, this has not changed people’s human need for some kind of social class system and they argue that argue that luxury nowadays function to recreate this for consumer. Being a social maker, luxury fashion products thus play an important role in consumer’s creation of identity and it influences on how people dress and enable them to signify a certain lifestyle. And in this modern society, people tend to judge or define others based on appearance.
In the past it was fairly easy to brand luxury, as competition was moderate and consumers were quite easy to define due to the above mentioned strict, social stratification and the tendency of consumer to remain loyal and uncritical towards a single – brand (Kapfere & Bastien, 2009). This has nevertheless changed, as competition has increase and the consumer market has expanded, making it difficult to define whom to target. As the days are gone when luxury products simply has to be well-designed and expensive in order to sell but today’s luxury consumers are different. They have be surprised, tantalized, captivated, courted, pampered and constantly please without end. Nowadays luxury brands have to constantly catch up with social trends and creative in order to stay successful and stand in the market.