“.. luxury needs to step away from its previous obligations to set a new benchmark in creativity, craft and idealism – surely some of its most important values – which embraces the opportunity for real open mindedness to exist in new guises in the constantly evolving world order that we the consumer have created with our changing desires”. (Pearlfisher)
The expanding industrial complex in China and its new class of millionaires have influenced a “gold rush” among luxury brands that includes the opening of stores and a review of manufacturing platforms in order to meet the demand. How can it be possible that China can influence luxury marketing and strategy to such an extent? Will the next wave of PRADA goods be made in their own “China” factories? Can a company, maintain its artisanal roots by taking the business to China? The sad fact that the costs of labor are higher in EU countries is certainly in play, and the mere notion that you are purchasing goods made in China has issues except if you shop at WALMART and love those low, low prices. I admit we’re skeptical, as many would be in the ongoing journey to discover the true meaning of a luxury brand and its origins.
So, ladies and gentleman, its about Brand origins and where things are made, and, the very definition of luxury itself which begins in the Atelier or Workshop of a unique and passionate artist or craftsman.
Isn’t the idea of BRAND and its PROVENANCE or, origins, part of its story? Or, is this just some old fashioned fantasy that we old school types want to hang on to? It will become evident that the notion of a luxury brand will be called into question and already has since BURBERRY is already making their goods in CHINA. We’ll assume for a moment, that the quality control is the same for this established British brand. The question remains, how is manufacture, affecting the BRAND concept? How can a luxury brand expand, to meet this global demand without destroying the very fabric of which they were based?
We welcome, your comments about “Prada, Made in China“. We don’t want to stop progress, but, will this really improve things, or, just put a different spin on what we define as a luxury good?
The Editors
Our thanks to the Luxury Society, for bringing up the very notion, of Provenance in connection with a luxury brand. We plan to think about this one for a while. We’re going to get into our German Car, Made in Germany, and head to a French restaurant, made here in the US and drink California wine, made from vines imported from France.
ARTIFICE Atelier 