ABSTRACT Yoga is both a sociocultural phenomenon and a multibillion dollar industry. As consumers shift spending habits towards transformational and well-being experiences, the yoga industry provides a sophisticated and diverse offer of commodities, services and experiences that mix and bricolage conscious luxury with holistic and sustainable practices. The promise of happiness, harmony, balance and self-actualization are key indicators of cultural capital and status in contemporary consumer society. The yoga industry offers these services across a multitude of platforms and uses branding strategies that borrow emotional and sensory dynamics from the luxury market as well as upward mobility logics of social differentiation. The success of this consumption pattern is evident in the economic worth of the yoga and wellness industries. Yoga brands function as aspirational lifestyle brands offering social, symbolic, and psychological benefits that go beyond the physical practice. These brands also propose new aesthetic and ethical body ideals. This article argues that yoga is a multisensory luxury experience, providing consumers with achievement of both tangible and intangible physical, mental and spiritual individual needs and aspirations. The yoga studio becomes the immersive or escapist space that replaces traditional religious institutions; representing self-transformation, self-empowerment and community engagement. It is the space where the quest for meaning takes place, under hyper-individualistic logics of consumer capitalism and luxury market dynamics. Through the analysis of aspirational lifestyle branding and marketing strategies associated with three yoga studios, this article considers the inherent paradoxes of yoga as a conscious luxury experience and yoga as a traditional practice.

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瑜伽行业：转型经济中的有意识的奢华体验

摘要 瑜伽既是一种社会文化现象，也是一个价值数十亿美元的产业。随着消费者将消费习惯转向转型和幸福体验，瑜伽行业提供了复杂多样的商品、服务和体验，将有意识的奢侈品与整体和可持续的实践相结合。幸福、和谐、平衡和自我实现的承诺是当代消费社会中文化资本和地位的关键指标。瑜伽行业在众多平台上提供这些服务，并使用品牌战略，借用奢侈品市场的情感和感官动态以及社会分化的向上流动逻辑。这种消费模式的成功体现在瑜伽和健康产业的经济价值上。瑜伽品牌作为理想的生活方式品牌，提供超越身体练习的社会、象征和心理益处。这些品牌还提出了新的美学和道德身体理想。本文认为瑜伽是一种多感官的奢华体验，为消费者提供有形和无形的身体、精神和精神个人需求和愿望的成就。瑜伽馆成为取代传统宗教机构的沉浸式或逃避现实的空间；代表自我转变、自我赋权和社区参与。在消费资本主义和奢侈品市场动态的超个人主义逻辑下，这是对意义的追求发生的空间。通过分析与三个瑜伽工作室相关的理想生活方式品牌和营销策略，