- Luxury continues to move from the thing to the feeling the thing can bring…from a noun to a verb.
- Continually challenges businesses to innovate/create…it is a fight against time. What is luxury today is a necessity tomorrow…called cycling…diffusion of innovation theory…(iPhone) (fashion).
- Threats: 1) copycat/piracy. 2) Internet –increases competition/raises expectations.
- What is luxury to one customer is common to another.
