Mark Tungate Explores The Luxury World
22nd June 2012 Author, conference speaker and journalist, Tungate is the author of the acclaimed Luxury World: The Past, Present and Future of Luxury Brands (Kogan Page) and shares his Luxury concepts with Eyestylist.
What does luxury mean to you? “The word “luxury” is used so often to market overpriced goods that it has almost lost its meaning. But in terms of goods and services, luxury is usually a product that exists in a basic form – whether it’s a watch, a car or a bar of chocolate – raised to the highest extremes of quality and refinement. We’ve all experienced the standard version, but we can appreciate and admire the ultimate expression of the same idea: the Romanée Conti or the Rolls Royce. Having said that, luxury could also mean a day at the beach or an afternoon at the movies when you should be at work. Luxury is an escape from the daily grind of reality”.
What does luxury mean in the current economic climate? “Luxury weathers recessions quite well – mainly because the super-rich always stay comparatively super-rich. The luxury industry has also proved skilled at going where the money is, switching its marketing focus to the emerging economies of Asia while Europe suffers. You may have noticed that luxury brands have changed the message of their advertising from glamour – a surfeit of celebrities with handbags – to one of authenticity and craftsmanship. Having been forced to turn themselves into fashion brands to boost their profits, they’re now trying to convince us that they’re about quality and longevity after all.”
What luxury items do you own? “Well, my JLC spectacles are genuine buffalo horn, so I suppose that counts. I’m also a great believer in buying good shoes: I have three pairs from J.M. Weston, a couple from Church and one pair from Edward Green, which appear to be indestructible. And right now I’ve got my eye on a Pierre Paulin desk from Ligne Roset. I think I deserve a nice desk.”
What luxuries can’t you do without? “I hate ironing and find it too time consuming, so I love getting my shirts pressed. I’ll also pay over the odds for a haircut. Not just for the cut, but for the cup of coffee and the good-looking staff. I go to a place called Edge near Place Madeleine here in Paris.” www.tungateinparis.com JG
Photo: Géraldine Dormoy-Tungate www.cafémode.fr