Is it really true that luxury is nothing but extravagance, effort only for the sake of pleasure, mindless grandeur and glory? Would the world be a better place without luxury and would we be able to confine or even abolish sheer limitless poverty in this world with the money spent on this luxury? The topic luxury is currently a favourite topic of the media. There isn’t a day that goes by without reports on luxury and the many people that are associated with it. Does luxury serve as a means to an end to cause a stir in public and to angle for someone’s attention? Surely, there are many examples in the media that show that the “luxurious world of glamour” is making an impact. All of this could let you draw the conclusion that luxury is dispensable after all.

In my opinion, the topic luxury is the opposite of dispensable. For me, luxury is the incitement for healthy expectation of people for the constant challenge to increase the quality of all kinds of consumer goods. Luxury is a role model. Luxury supports the need of people for individuality. Luxury conserves the flair and the value of what is unique.

Luxury is not a question of price. We all know that a walk through the woods can be worth a whole lot more than a drive in a Ferrari. That a glass of vin de pays from Tuscany can imply more than a glass of vintage champagne. Luxury means satisfying a want, satisfying something you long for. It stands for making a person happy. And to be happy you do not need champagne. Luxury as I see it is shaped through independence people use to fulfil a wish and to let dreams come true. Luxury develops consumption shaped through lifestyle into a consumption-culture which ultimately possesses the quality of life-culture.

Luxury is original and this is why we need to make it a central topic while we strive for new strategies. Luxury is a deficiency and if we are on its tracks under this estimation we serve men and the economy. This is how we create something new, we want to incite the forces of innovation within a company, want to provoke and nurture creativity. We want to take away the monotony from competition and would like to make this shadow-boxing with reputed low prices as a central topic, to give communication true substance with significance for the promotion of sales and for the creation of new markets.

The markets are suffering from too many me-too products. Especially in the saturated markets of the First World, people are longing for products which give them the chance for self-realization, that emphasize their own being.

Luxury as creative director enriches without having riches as precondition and it stimulates markets and thus it is by no means dispensable. Quite contrary, we need it as breeding ground for the new.