Extreme luxury… this fashionable word is even more often used for the description of the things costing much more expensive from just ordinary expensive things. In a word, in this season the elitism comes back.
Now instead of bags for one thousand dollars Gucci offers purses from crocodile leather at the price of 18 thousand dollars. Firm shops of known marks first of all aspire to sell such exclusive goods, especially if they are released in the single copy. Representatives of both sexes aspire to extreme luxury. There are people living by a principle “the higher the price for the goods is- the more pleasure it will bring”.
The concept of super luxury is applicable to world billionaires and international elite representatives, who can do everything they want: to hire planes, to buy islands and even to fly to space. This class of people creates the closed clubs in order to be separated from other people. Such contingent of people requires exclusive service.
And the leading companies have responded to new requirements. In Armani boutiques the clothes “Su Misura” are offered to men. It is sewed to order from 220 offered kinds of suits fabric, 25 - for tuxedos and 120 for shirts. The price for such things - is from 1600 up to 3000 euros.
Personification of production became the major direction of Ermenegildo Zegna which not only sells made to individual measures clothes, but also offers to make the initials of the client on a fabric that is appreciated as special pleasure.
Rich people in every possible way try to keep exclusive shades of a word meaning “luxury” - exclusiveness and inaccessibility. However in spite of the fact that leading fashionable manufacturers are ready to help them, rendering really exclusive services, retail dealers take it quite skeptically. They consider that accessible luxury on the one hand and the “maximum” luxury with another one sounds quite unreasonable.