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TBA
Youth culture has played a defining role in the ways in which branded luxury designer good concepts are implemented and are instrumental in initiating new trends. This is no more apparent than when considering products and marketing campaigns or with the social acceptance of notions of lifestyle that outside of the branded luxury market would seem unapproachable and unmarketable.
Is the popularisation of luxury and the influence of branded youth culture altering the way in which it is viewed, and could it eventually have a detrimental effect on the understanding of what luxury is as understood in a popular and historical sense? It is essential to establish how the notions of luxury, designer, consumerism and manufacture have played a role in establishing the emergence of what I have termed the 'designer luxury' market. I propose a distinction needs to be made in order to clarify the emergence of this new market, created and defined by youth culture, in order to differentiate itself in the late twentieth century from what are popularly known as the designer and luxury goods markets.
Has youth culture had an effect on the way in which luxury is viewed and contributed to the popularisation of what was once a market defined through connoisseurship. The branded luxury market has come to be defined by youth culture, where the influence is no more apparent than the presence of lifestyle concepts that have come to define the luxury market.
Youth culture is a facilitator of the new; it crosses global consumer markets, and has therefore initiated the defining fashion statements of the late 20th century.
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