The Empire of Desire, Essay Example

It seems that the more successful luxury products of the 21^st century will certainly be known by how they are made, at least to some degree.  This is essential simply because today’s consumer, and particularly in the case of the discretionary buyer, is far more educated about such processes than in the past.  Consequently, even while they may choose to spend large sums on luxury items, they insist more than ever on knowing how the manufacture reflects the luxury element.  The average consumer may not know details, but they know that technology provides shortcuts, and a luxury price must be based on a minimum of shortcuts.  In the Information Age, the buyer of luxury items is empowered to gain an understanding of what exactly the items are, so more laborious craftsmanship and high-end materials are more critical than ever before in this market.  Added to this is the further reality that even luxury markets are less willing to tolerate unethical practices, the use of endangered species, or cruelty to animals in the making of the products.

Ideally, a luxury item should definitely benefit society, and this is increasingly possible.  In plain terms, it is true, luxury merchandise is about serving personal desires, and not about “doing good.”  The above, however, refers to specific items alone, and not to any effects they may have on the surrounding environment.  With this considered, there are opportunities for items to be both luxurious and beneficial to society as a whole.  The most obvious example of this is the fake fur industry.  As awareness has grown about the unethical and inhumane means by which real fur is usually processed, what began as a minor and largely disregarded industry, that of making fake fur, has moved to take on luxury status.  Today, expensive faux furs command the admiration and prestige of yesterday’s genuine furs, so this luxury item has evolved to demonstrate social responsibility.  To a lesser extent, luxury cars demonstrate the same awareness in having more efficient, gas-saving engines.  With any luxury item, in fact, ways to benefit society can be accomplished by the manufacturer understanding that the item’s appeal is increased when the buyer feels the purchase is not entirely selfish.  Luxury cruises may be promoted as providing good work for thousands of employees; gourmet foods may stress the organic farming behind their creation, which serves the environment.  This is, again, an Information Age.  Even the luxury demographic feels the need to justify luxury items today because no one can easily get away with pretending ignorance about wider social responsibilities.