Saturday, October 17, 2020

Deluxe and Status Anxiety

[I'm going through my drafts folder and found this item from 2007 that I never posted.  I added a link to a recent book and it's time you read what I thought in 2007.]

Kathleen sent me a copy of Deluxe: How Luxury Lost Its Luster. Man, that is a depressing book. In brief, scaling up luxury goods meant moving production to large, new factories in China. The cost of production of the luxury goods plummeted to 10-11% of the retail price. Marketing/advertising overtook production in the total price of luxury goods. 

Mark says that the truly depressing movies are the bad ones. In that vein, I recommend that people also peruse Alain de Botton's Status Anxiety  I was especially moved by this quote from page 82 of the hardback edition:
Rather than a tale of greed, the history of luxury could more accurately be read as a record of emotional trauma. It is the legacy of those who have felt pressured by the disdain of others to add an extraordinary amount to their bare selves in order to signal that they too may lay a claim to love.
Maybe that's confirmation bias.

Anyway, Dana Thomas is a business of fashion reporter with good industry access.  Deluxe and Fashionopolis: The Price of Fast Fashion and the Future of Clothes are both good reads about the opposite ends of the apparel trade.  

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