Deluxe: How Luxury Lost Its Luster

A MUST READ for anyone and everyone. I constantly find myself recommending this book to everyone I know. Congratulations Dana Thomas on your thorough research, your intelligent well-written and well-edited masterpiece. I can't wait to read your next contributions...This book should be prescribed reading for anyone studying or working in any field of marketing, and anyone and everyone consuming luxury goods - which basically means all of us - because we are all partaking in some element of the story, whether it's a branded lipstick, a perfume or more. And as for those who purchase counterfeit goods, this book is mandatory reading for you.The currency of the subject matter and the incredibly engaging and interesting writing style of Dana Thomas, mean this book will appeal to readers of any age, gender and interest. Don't hesitate - buy this book, and buy it for others as a gift. You wont be disappointed.

"Deluxe" is full of interesting anecdotes about different sectors of the luxury industry. Even for someone who has no background or previous interest in the fashion industry, this book will be a real eye opener. It is a must-read for anyone who has considered purchasing an LV branded sachel--either in the flagship store or on Canal St.Some of the different areas covered are: the growth of Louis Vuitton as a luxury brand, the takeover and transformation into the LVMH mega corp, the changing nature of "luxury", the branding game, and the importance of the Japanese consumer. The big picture is the comodification (and loss of "magic) of luxury, and this journey takes place chapter by chapter. Depending on your level of exposure to the subject, it is either like witnessing a train wreck in slow motion or watching a Hitchcock film, being held in eager suspense. There is also a good balance of haute couture froth and solid business info; this is not like reading the latest issue of Vogue (and that is a complement).I only witheld the last star because I would like to see a second edition of this fantastic book covering the latest issues in regards to the luxury machine: the global recession, environmental issues, emerging consumer markets in BRICs nations, and the collapse of the Arnault/ LVMH strategy itself. In a few years "Deluxe" might read as dated. Even so, it will serve as a portrait of a certain time and frame of mind.

Luxury goods industry is a $157 billion business (2007 figure), and this book provides an intimate look at how it actually works at the design stage, on the shop floor, and in the boardroom. You don't need to be a fashion aficionado to appreciate the book -- I picked it up purely for the business aspect, and enjoyed every page.The big transformation of the luxury industry in the past two decades has simple roots: the industry went public (as in, stock market public), and once you go public, it's all about making money (read, optimizing profits). The book covers a lot of ground: the history of popular brands, the rise of mega-companies such as LMVH, outsourcing strategies, the lucrative business of brand licensing and accessories, and much more.The title of the book is evocative and I'm sure many will love to dispute it - just mention the title to anyone who's into fashion and watch their reaction! That said, perhaps a more straightforward description is that it's an industry in transition, like any other. The "luxury" of the past is being reinvented, in some cases commoditized, and replaced by new brands and companies. And you know what, that's a good thing!

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.