Is "Luxury" an over-used term?

August 05, 2023

The term "luxury"

The word "luxury" used to conjure images of opulence and exclusivity – think lavish sports cars, high-end fashion, and five-star hotels. However, in recent years, it has evolved to become a ubiquitous buzzword in marketing and consumer culture. It's used to describe a wide range of products, from everyday items to high-end, hard luxury goods.
However, the way the term is used and the expectations it sets can vary significantly between these two categories.
From fast-food restaurants to everyday household items, everything is marketed as "luxury" these days. But is this overuse diluting the concept of true luxury?

Ubiquitous Luxury:
Luxury used to be rare, making it truly special. However, it seems like luxury has infiltrated every nook and cranny of our lives. You can now enjoy a "luxury" fast-food burger, book a "luxury" porta-loo for your garden party, or even buy "luxury" toilet paper. It makes you wonder – is luxury now as common as ketchup?

The Devaluation of True Luxury:
While these examples bring a chuckle, they also highlight a deeper issue: the devaluation of the term "luxury."
When everything is labelled as such, it becomes challenging to differentiate between genuinely luxurious items and everyday products with a touch of extravagance beyond the norm.

The trend of labelling everyday items as "luxury" has become a ubiquitous marketing strategy with the aim of making consumers perceive these products as special, high-quality, or indulgent. But does it work, and what are the effects?

1. Elevated Perception: By labelling everyday items as "luxury," marketers create an aura of exclusivity, leading consumers to perceive these products as superior and worth the premium price within their category.

2. Increased Expectations: The use of the term "luxury" sets higher expectations in terms of quality, aesthetics, and overall experience. Consumers expect products that live up to this designation.

3. Brand Loyalty: Brands that successfully market everyday items as "luxury" can foster brand loyalty and trust among consumers, making them more likely to choose their products over competitors.

True luxury is about more than just a label; it's about craftsmanship, exclusivity, and an experience that goes beyond the ordinary.

Hard Luxury Products: The Pinnacle of Opulence:
On the other end of the spectrum, hard luxury products like high-end watches, jewellery, and designer fashion are characterised by their exceptional craftsmanship, limited availability, and premium prices.
The term "luxury" in this context carries a completely different weight and implications.

1. Authentic Luxury: In the realm of hard luxury, the term "luxury" is used with authenticity. These products genuinely embody luxury through their craftsmanship, materials, and heritage.

2. Status Symbol: Hard luxury items serve as status symbols, symbolizing wealth, success, and social standing. Owning a luxury watch or designer handbag is a statement of one's elite status.

3. Exclusivity and Rarity: The term "luxury" in this context underscores the exclusivity and rarity of the product. Limited editions and unique designs contribute to the allure of hard luxury.

Conclusion:
The overuse of the term "luxury" on both everyday items and genuinely luxurious products has indeed caused some devaluation of the concept if not the term itself.
It's important for consumers to remain discerning and appreciate true luxury for what it is – an exceptional and rare experience.

So, the next time you see an ad for "luxury" toothpaste, just remember that not everything glitters is gold (or should we say, "luxury").