Luxury Brands in Malaysia
Thesis Statements
1. Over the past 20 years in Malaysia, brands that were once traditionally targeting the wealthiest consumers have launched new product lines, new brands or product extensions to market their products to middle-class consumers. In fact some have called this trend the ‘democratization of luxury’. It means that more consumers can touch the luxury products.
2. The literature on luxury consumption emphasizes the importance of leadership in quality to ensure the perception of luxury. And it is expected that luxury brands offer superior product qualities and performance compared with non-luxury brands. These characteristics may include, but not restricted to: technology, engineering, design, sophistication and craftsmanship.
3. Luxury must be seen, by the consumer and by others and made to perfection, luxury items stand out and embody certain ideals. Luxury defines beauty; it is art applied to functional items. Luxury brands implicitly convey their own culture and way of life: hence, Saint Laurent is not Chanel. Meanwhile they offer more than mere objects: they provide references of good taste.
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