Although the couture image of the supermodel strutting down the catwalk is still a mainstay of the fashion world, some of the world's best-known fashion houses are redefining the notion of luxury by catering to the needs of a more diverse, nouveu riche clientele. Whereas in years past, fashion houses produced only clothing, today numerous licensing deals are generating more cash than the clothing itself is. Countless items bearing the names of venerable couture houses are now available worldwide. Thanks to the stock market boom of the 1990s and rising prosperity levels in developing nations, a new class of affluent consumers has begun to develop a taste for luxury branded products, ranging from Gucci sunglasses to Dior pantyhose. In fact, apparel goods constitute less than 20 percent of total sales volume by Hermes. As Lord Thurso, chief executive of a luxury health spa in Great Britain, noted, "The trick is not to sell real luxury to very rich people. It's to sell a perception of luxury to aspiring people.