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Books > Social sciences > Sociology, social studies > Social institutions
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The Evolution of Luxury (Hardcover)
Loot Price: R4,070
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The Evolution of Luxury (Hardcover)
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This book offers a unique analysis of how our definitions of luxury
have changed over the ages, and with that the role and actions of
both suppliers and buyers of luxury products. It traces the way
luxury was seen as avarice and emblematic of morally corrosive
behavior in past societies, to being viewed in more virtuous terms
as the inevitable outcome of structural changes that legitimize the
acquisition and display of wealth. It examines the origins of the
shift from criticism to acceptance, and traces these changes to
fundamentally different notions of what constitutes the basis for
social order. Whereas pre-industrial hierarchies cloaked inequality
in various secular and sacred guises to mitigate its presence,
capitalism justified and reified inequality as a measure of
individual success and initiative through interdependent market
behavior. The result of this transformation is that status markers
have become aspirational tools as hierarchies became porous and
self-identity less ascriptive. Correspondingly, as demand for
luxury became legitimized, the supply side underwent dramatic
changes. Such changes are explored fully in the sectors of fashion,
art and wine. As demand for high priced and scarce goods in each of
these sectors has increased, in each case key actors have
manipulated markets to purposefully either consolidate their
pre-eminence or manufacture the requisite scarcity that affords
them canonical status. The demand for and supply of luxury goods is
now global; consumers seeking validation and affirmation of their
status whilst producers engineer scarcity. Luxury is seen not only
as good; it is virtuous, its demand possibly insatiable and
extremely profitable.
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