Putting Work Into the Harvest Buys the Right to Reap Its Benefits
Merriam-Webster states the definition of 'luxury'" as "something adding to pleasure or comfort but not absolutely necessary." Well, according to some of America's wealthy, it seems that "luxury" is actually a necessity, a necessity which lies in the importance of self-expression.
We spotted a group of three 40-something year olds dressed in crisp dress shirts and Prada shoes. These guys obviously understood style as they sat sipping $16 cocktails in a snazzy Beverly Hills hotel bar talking about all the cool things they have done/seen/bought since the last time they met. It's a typical scene with these three as they often enjoy socializing, fine-dining with friends, and traveling the world.
Jim, who is a lawyer at a big law firm in Houston, believed that living this kind of lifestyle was by no means a source for guilt as he viewed his money as hard-earned and well-deserved. He has recently bought a new house and has since been renovating. He joked by saying that he saw the "Cash for Clunkers" program as the "Cash for Bling" program. The timing of his new luxury car happened to coincide with the program shedding light on the vast differences between those who need government assistance to buy a new car Corolla vs. a new Mercedes Benz.
John, who is a photographer, shares the same sentiment and spends his money on travel and the latest technology and gear for work. He appreciates the success he has gained over the years and justifies his purchases as helping him garner even more success/$$ to enjoy the things he'd like to enjoy.
Humor is a Luxury Not Everyone Can Afford
When asked how the recession has affected them personally, they admitted to the fact that it didn't have much of a profound effect on them. They even had a slightly humorous outlook on the situation as they joked that their idea of '"scaling down" meant ordering the prix-fixe meal at Flemings (a prime steakhouse and wine bar in Houston where a prix-fixe meal costs about $40 a person.) Those with money can afford to make light of a grave situation, as seen with these guys. Yet, one thing is for sure, their appreciation for their friends and where they're at in their lives has definitely grown and for that they are grateful.
Mr. Webster's definition of luxury should have a disclaimer that reads "*luxury & necessity are relative terms." Luxury, whether expressed through the food one eats, the drinks one drinks or the clothes one wears, is an expression of hard work and success. The value comes from the freedom to enjoy the things they want to enjoy.
Truth: Access to luxury is something that is earned.
Opportunity: Position luxury products as means of self-expression and as a symbol of success & hard work.
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