University Of Chicago 1970 Policy Issues And Research Opportunities In Industrial Organization Fiftieth Anniversary Colloquium Iii Edited By Victor R Fuchs

Author : James B. Twitchell
Publisher : Simon and Schuster
ISBN 13 : 0743245067
Total Pages : 322 pages
Book Rating : 4.7/5 (432 download)

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Download or read book Living It Up written by James B. Twitchell and published by Simon and Schuster. This book was released on 2003-07-02 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury isn't just for the rich, says James B. Twitchell. Today you don't need a six-figure income to wear pashmina, drink a limited-edition coffee at Starbucks, or drive a Mercedes home to collapse on the couch in front of a flat-screen plasma TV. In Living It Up, sharp-eyed consumer anthropologist Twitchell takes a witty and insightful look at luxury -- what it is, who defines it, and why we can't seem to get enough of it. In recent years, says Twitchell, luxury spending has grown much faster than overall spending -- and it continues to grow despite the economic recession. Luxury has become such a powerful marketing force that it cuts across every layer of society, spawning a magazine devoted to spas, cashmere bedspreads on sale at Kmart, and a dazzling array of bottled waters. Twitchell says that the democratization of luxury has had a unifying effect on culture. Luxury items tell a story that we want to identify with, and more people than ever aspire to the story of Ralph Lauren's Polo or Patek Philippe. Shopping itself is no longer a chore but a transcendent experience in which we shop not so much for goods as for an identity. Sharply observed and wickedly funny, Living It Up is a revealing and entertaining examination of why we are all part of the cult of luxury.