Do social classes make a difference to Luxury?

Working class citizens in England are usually individuals earning minimum wage, and do not have a great deal of disposable income at the end of every month. Presumptions about luxury being equated to money can put lower class people off the idea of a ‘luxury’ product or service. This relates back to the importance that luxury can be considered as simple things or items which you already take for granted. For poorer households within our society you would expect the largest percentage of income and financial outgoings to be spent on food products, as eating healthy is usually the most important priority for a family.

However there are many lower class people who believe that luxury does take a part in their life. Human behaviour is motivated by passion and pleasure, and there is a defining boundary between luxury and necessity. Surely poorer individuals though, have personal luxuries. Family experiences constantly take place at home and ‘the physical environment communicate[s] in a non verbal way, and non verbal communication, often powerful and important to the people [and the family] connected.’

Effortlessly some working class people would straight away jump to the conclusion that they in fact have no personal luxuries at all. Lower class families do not usually have the best social and financial background according to statistics, and this could be a factor in their disbelief and discontentment in ‘luxury’.

The middle class in England falls between both lower and upper class under social economic terms. In the United Kingdom it is usually implied that the middle class citizens would have their own family home, have good educational backgrounds, and work high up within the working sector, either as part of the managerial team or perhaps even the director of a company. The widespread trade in consumer goods sales coincides with a civility in middling and upper classes; this can be conveyed in new ways of eating, socialising and via public pleasure and leisure. In the seventieth and eighteenth centuries you would be limited where to go, for example there was basically a theatre some public gardens, but these days there is no excuse to not adventure out, socialise and explore.

Economic expansion and social redistribution of wealth means that a middle class citizen could afford to purchase ‘luxury’ branded products if they wish to do so with their monthly income – although most ‘luxury’ products and services could not be considered a part of everyday life, other than the occasional impulse purchase.

 

There are obvious pre-conceptions that the upper class have the most luxurious possessions, and obviously purchase the expensive up-to-date luxury goods on offer in today’s society. The upper class are at the top of social hierarchy, they have a much higher disposable income than the middle and lower class. Though surprisingly, most of the higher earning people I questioned on ‘luxury’ believed the more simple things in life to be of more importance to them than their material possessions.

Nicolas Barbon (1690) stated that –

The wants of the Mind are infinite, Man naturally Aspires, and as his Mind is elevated, his Senses grow more refined, and more capable of Delight; his Desires are enlarged, and his Wants increase with his Wishes, which is for everything that is rare, can gratify his Senses, adorn his Body and promote the Ease, Pleasure and Pomp of Life.

 

Equality and being treated the same is a factor in which now the social classes boundaries are becoming less and less obvious. The upper class are just like everybody else, most are grateful for the things they cannot pay for – Grateful for the situations and circumstances that they cannot control. Luxury to them can be when the uncontrollable goes well. There are many well-known phrases surrounding money, for example, “money cannot buy you love” –money cannot manipulate passion or get you your own way. Then there is the saying, “money isn’t everything, but I’d like to see you live without it,” clearly you could have a life without money, but it would not be very appealing to most. Money clearly takes up a huge part in everybody’s lives whether they wish for it to or not.

The well-off society can afford all that they desire and most already own all they desire. The comfort of being financially stable, can possibly lead to the upper class focusing on the smaller, uncontrollable things within their daily lives. It is more important to have freedom, time, family and health. Though no person is likely to want (or admit to wanting) a luxury product more than a healthy family member.

What is luxury?!

Having researched extensively in to how people personally perceive ‘luxury’ and what people class ‘luxury’ to mean nowadays, there is ultimate proof that everyone dictates luxury in different ways. Luxury seems to have gradually evolved in to lots of established personal meanings, and it has also proved a difficult challenge to pin down just one generalized modern meaning. However, it appears as you delve deeper in to the subject of ‘luxury’ it soon becomes apparent that the appeal [of luxury] is so deeply rooted in human nature.

But do luxury products and services make us feel better? Today products’ have the theory and ability to make us happier and more comfortable in some ways, and ‘studies identify a variety of categories in which extra spending would promote longer, healthier and happier lives for all’. Though, understandably ‘luxury’ does not always involve and rely on the expense paid – but it entails the services we offer as designers, and receive as clients. A large part of quality service and ‘luxurious’ experiences comes with gaining trust and providing loyalty, and not just focusing how designs are demonstrated aesthetically and technically.

A luxurious interior can be created just by completing and exceeding a client’s wishes – creating the perfect aura or colour palette etc. Purchasing expensive fittings to create a ‘luxury’ setting is unnecessary, the chosen items merely need to work and feel right in the environment. Simple details like adding unexpected touches, balancing elements and transitions within spaces can also create a luxurious experience and impact. Even flooding areas with light can be interesting - shadows can be thrown in spaces creating striking silhouettes. Most importantly, items and possessions can be opulent in appearance yet be very inexpensive. As Tricia Guild has said, 'a room can possess grand ballroom proportions, yet be uninviting and dull.' Luxury within design involves a great deal of thought, time and subtle surprises. 

So can purchasing a luxury product or service cause us to feel luxurious? By exceeding a product or service luxury has in some cases been proven to provide us with a ‘spiritual edge.’ Luxury appears to have a deep meaning which is closely linked within human thoughts.

What is ‘luxury’ and how can it help us as designers? There is huge clash of opinions concerning ‘luxury’, but everyone appears to expect an exceptional service as part of a luxury product, ‘customers expect service to be at the same level as the creations brands are promoting’. Conceivably ‘luxury’ comes down to the happiness that the products or services we offer, provide. ‘Customers value some products as much as what they symbolise as for what they do’. Significance is in how consumers will come and go, while finances will fail and thrive yet ‘luxury’ forever endures.

I believe luxury should be considered within the design process, and part of the provisions we offer. But are you worth the luxury?

Ps. If anybody would like a copy of my research questionnaire regarding luxury, please email - the results are actually incredibly interesting :)

Social Responsibility in Design

Designer’s are responsible for a huge variety of steps which impact everyone, from the initial design process through to the production and then on to the client. Designer’s today need to show compassion when creating their products. It is easy for designs to have unwanted effects, for example relating back to the ‘size zero’ phase, the designer’s weren’t intending to introduce a disease like anorexia to a huge number of people, they were merely thinking of the best way to display their fabrics, clothing and finished designs, without considering the consequences. 

It is easy to discover that each designer has individual ways in which they deal with social responsibility and ethics within their companies. It has become apparent that money is a huge issue within the production of fabrics. An unnamed designer of a major retail chain said “I think more time would probably be needed to produce things ecologically and ethically” this seems to ring true for all retail sectors, whether it’s fabric or food.

‘Luxury’ and ‘Designer’ are becoming more and more entwined in •Advertising •

‘Luxury’ and ‘Designer’ are becoming more and more entwined within the design industry, the meanings of both words are almost emerging together to equate to the same thing. People are keen to purchase ‘designer’ and ‘luxury’ products because of the status it can create, even more so if the products are affordable to them. 

Luxury goods today have a new significance as marks of esteem, and acquiring them has become essentially easy. Luxury has formed in our evolution; we crave beautiful surroundings and possessions, and yearn beyond the basics of life. Patrizia Pressimone, director of architecture at the Paris department store ‘Printemps’, stated, 'Luxury is not measured in dollars - it is measured in details.'

Perfume is a product which is increasingly forever popular, and the television advertisements are becoming more eccentric and sensual. Perfume provides us with pleasing scents and appealing aromas, which equate to a luxurious sensation. Perfumes have been forever linked with luxury. ‘Pretty glass bottles were prisms through which everyday consumers could glimpse a life of luxury’. Perfumes link back to the Ancient Egyptians Era, where they discovered glass to protect their perfumes and scents. These products are not necessarily a necessity in our lives; there are much cheaper alternatives and other beauty products available on the high street. Yet most high end, successful and ever-popular ‘eau de parfum’ designer’s such as Chanel, Yves Saint Laurent and Tom Ford, include a designer price tag to match their reputations.

Luxury is a cultural phenomenon...

Luxury is a cultural phenomenon; there is a long-standing consumer culture worldwide, connecting many trades, groups, individuals and even countries together. It is clear there is a natural evolution of society progressing. ‘From the earliest times the concept of luxury was associated with ‘foreignness’, archaeologists and anthropologists have explored the connection between luxuries and foreign goods and their traders in ancient and primitive societies’ extensively.’ Rare and valued objects were the incentive of long-distance business in the ancient world. Countries like Asia provided us with certain materials like muslins, porcelain and lacquer which are becoming an ever increasing imported luxury within Europe’s market. ‘Eastern and Oriental imports were part of the classical, western definition of luxury’ and China today is still thought to be further advanced in technology than Britain. If it wasn’t for a strong evolved contact with other cultures a lot of materials and goods we have today would not exist and strong transport links nowadays makes this possible, by providing and making available new goods distributed evenly.

Understanding the importance of personal ‘luxury’ in other cultures is important so not to cause offense, or appear naive. View points from across the world are completely different and will always contradict. All countries have a different cost of living, different laws and a different way of life. A person from Zimbabwe for example, would have completely different expectations of a ‘luxury’ than somebody from the heart of the capital city of England. A ‘luxury’ to a British individual for example, ‘Sky HD’ would not be a comfort to poverty-stricken Africans and is likely to represent gluttony. Children in third world countries are lucky to make their teenage years. A daily achievement can become making it through the day alive, or being able to afford food. Effortless tasks and everyday occurrences we (as reasonably wealthy Westerners) take for granted, become a ‘luxury’.

A number of third world countries depend on tourism as an income for their families. As a result children are typically made to take-up native hand-made arts and crafts to enable an income for their family. Unobtainable luxuries are something which unprivileged people have to deal with everyday. All thought of ‘luxury’ would seem beyond their reach, or non-existent. Most under-privileged communities are oblivious to a better-quality way of life. This results in them being content with their lives – despite the rest of the world living in much safer, comfortable and richer societies.

Tourism is seen to be in some people’s eyes an ‘un-sustainable luxury’. Holidays abroad, and weekends away came up frequently in questionnaire (one I created on the topic of luxury) results. Scientists and environmental activists believe that the tourism industry is flawed, mainly because of the global warming produced, as well as other ways worldwide travel causes major harm to our natural environment. Nine hundred million international trips took place in 2008 and these trips seem to be ever-increasing by the year. ‘Tourism can damage coral reefs, pollute beaches and destroy the habitats of wildlife’ and ironically, there is no luxury associated with that. If the tourism boom did stop however, poorer countries that rely on tourism for their livelihood would become worse off. Once a balance of self-control takes place regarding travel within our lifestyles, all countries could then foresee a benefit.

'Luxury' Within Design.

In a world that is becoming increasingly obsessed with celebrities, money and image itself, ‘luxury’ is no doubt a topic worthy of investigation. The word ‘luxury’ can be considered in a variety of ways. It is not always materialistic, or acquisitive; it can also be considered to be mere comfort, time, security and contentment. Comfort is luxurious to many as it can imply well-being and peace. Time can be thought of as a luxury from the perspectives of an array of people as our time is numbered and continuously shortening; therefore it is something that, although we do not necessarily realise it, is worth more than money or material possessions. The language of ‘luxury’ is endlessly evolving, and our thoughts are being developed to redefine ‘gluttony’ to ‘addition’ and ‘egotism’ to ‘elegance’. There is an irregular divide between ‘need’ and ‘want’, and ‘necessity’ and ‘luxury’ within our culture. Now, in the twentieth century lower priced items have put ‘luxury’ products and services temptingly within our reach, and luxury ‘flexes easily with the times’ while we as individuals are in pursuit of the ‘ideal’ and owning more possessions and iconic brands than ever.

Luxury is extremely varied, based on not only social standing but also race, religion or even gender. For example, we as fairly well off Westerners take for granted elements such as the security and safety which we feel within our communities and everyday lives; is to someone of a poorer background an unobtainable luxury. A feeling of contentment is something which to many is an invaluable feeling and after a stressful day, one that not many would like to go without. Everyone in our society has their own individual luxuries which are exclusive to themselves, as well as their own perspectives on the meaning and significance of the word ‘luxury’. Luxury in general might seem to imply ‘exclusiveness’ and in some cases, refinement and sophistication. The phrase luxury is used extensively in everyday life and advertising; you have the chance to purchase a ‘luxury yacht’, ‘luxury car’ or ‘luxury bedding’ etc. The universal definition and characterization of the phrase ‘luxury’ typically gives the impression of money and wealth. In my blog the label ‘luxury’ will be used in the loosest of terms, owing to the difficulty of defining the word as a whole to suit everyone’s personal opinion of ‘luxury’. Overall there is an elusive, as well as somewhat ambiguous meaning, to the word.

The dictionary defines ‘luxury’ as an ‘Abundance, [and] sumptuous enjoyment. [...] A choice of costly surroundings, possessions, food, etc. A means or source of luxurious enjoyment, something desirable for comfort or engagement but not dispensable.’ All definitions equate ‘luxury’ to lavishness and extravagance. This, however, is not necessarily true based upon the previous opinions as well as those which resulted from my questionnaires (a detailed and thorough analysis of which will be featured later in this blog). In order to provide a definition in layman’s terms, I have also provided a definition from the online ‘Urban Dictionary’. Written by any one, the ‘Urban Dictionary’ provides a more realistic break down of the opinions of the public (or at least the internet using public) of the ways in which they personally define words as opposed to the actual official definition. I am sure you are aware the public have the opportunity to vote on the words definition with either a ‘thumbs-up’ or ‘thumbs-down’ in order to best determine the most appropriate contemporary definition. Another reason for my doing this is that often a word will be used by one social or ethnic group to mean something completely different to that of its original or technical definition. For ‘luxury’ there were three answers in total, confirming luxury nowadays means; [ii]‘To be on top of the world, an indulgence, something rare and difficult to obtain, easy-living’ or ‘something that is very expensive and brings great ease and comfort.’ All three of these meanings seem much more realistic given the modern world, compared with the official dictionary definition.

One aim of my blog is to determine whether designer’s ‘luxury’ products and services are linked in to essentially make you feel good, or ‘luxurious’. Can designers impose luxury into our everyday lives? Which designer’s represent luxury? Coco Chanel famously said, “Luxury is a necessity that begins where necessity ends”. Does where, and how you have been bought up intensify the meaning of the word luxury? Every individual’s background may signify a personal development of what they believe luxury to be. Yet some individuals do rarely have synonymous personal definitions of luxury.

Mandeville (1670-1733) a Dutch philosopher who wrote the famous and controversial poem ‘The Rumbling Hive’ , believed all men and women to be by nature self-interested, satisfaction seeking and vain, and believed that they search for luxury to fill in these psychological attributes.

It is important for us as designers to be aware of people’s preconceptions of ‘luxury’ as it has such a wide ranging meaning, people already have presumptions of what to expect of a luxurious product or service. Furthermore, it is important for us as designer’s to deliver and exceed people’s and client’s expectations. Many designers claim their designs, creations and adornments are luxurious, but their products surely do not equate to luxury in everyone’s eyes. More commonly and recently luxury has been tied in with the word ‘designer’. A product designer either wants to create a genuine luxury product that pleases the end user, or wants to class their product as ‘luxurious’ within advertising whether it is or isn’t in order to make more money and therefore capital gain and personal success.

Fabric throughout history has always comprised a certain reputation, for example delicate silks, satin, angora and crushed velvet usually represent indulgence and ‘luxury’ yet cotton, muslin and Hessian appear to represent standard and plain. By using silk curtains it could produce a tailored luxurious impression within an interior, as well as having the effect to soften the ambience of a hard-edged space. Each material in existence can have a principle purpose within a design scheme, hence if chosen rightly a textile can undoubtedly contribute to the enjoyment of any interior. As Tricia Guild founder of Designers Guild states, ‘the layering of pattern adds to the air of romantic luxury’.

Later in future posts I intend to take a deeper look into certain Designers themselves and their companies, and take a more detailed look of people’s personal reflections and opinions of the phrase ‘luxury’.