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A Lack of Luxury? Contemporary Luxury Fashion in Sri Lanka
Luxury Pub Date : 2016-10-10 , DOI: 10.1080/20511817.2016.1232073
Lucy Hitchcock 1
Affiliation  

Abstract Within recent history the impact of globalization has made a crucial impression upon the contemporary understanding of luxury, largely due to the mass-expansion of luxury fashion brands around the globe. The extreme growth and visibility of these brands, substantially dictated by conglomerates such as LVMH and the Kering Group, has monopolized and for many come to epitomize the term luxury. This is evident within a wealth of marketing literature, which both assumes and establishes the colonization of the term by the world of global luxury fashion brands. Sri Lanka does not, as yet, have a significant incidence of these brands. Despite this, the recent influx of communication technologies has led to a stronger knowledge of their significance around the world. Consequently, during qualitative interviews undertaken within Sri Lanka, many respondents commented on the apparent lack of luxury fashion within the local market, understood as the absence of these same global luxury fashion brands. This would suggest that without the physical presence of global luxury fashion brands luxury does not exist within the Sri Lankan market. This article proposes that the sheer scale of the contemporary global luxury fashion industry has created an objective understanding that has garnered dominance through its prevalence and transnationalism, as can be demonstrated in the case of Sri Lanka. Through the comparison of two luxury fashion brands, Louis Vuitton and Lovi Ceylon, this article considers the context that has created this perceived lack of luxury within Sri Lanka.

中文翻译:

缺乏奢华?斯里兰卡的当代奢华时尚

摘要 在近代历史中,全球化的影响对当代对奢侈品的理解产生了至关重要的影响,这主要是由于奢侈时尚品牌在全球范围内的大规模扩张。这些品牌的高速增长和知名度在很大程度上受到 LVMH 和开云集团等企业集团的支配,已经垄断并成为奢侈品一词的缩影。这在大量营销文献中很明显,这些文献都假设并确立了全球奢侈时尚品牌世界对该术语的殖民化。斯里兰卡尚未对这些品牌产生重大影响。尽管如此,最近通信技术的涌入使人们对其在世界范围内的重要性有了更深入的了解。因此,在斯里兰卡境内进行的定性访谈中,许多受访者评论说当地市场明显缺乏奢侈时尚,这被理解为缺乏这些相同的全球奢侈时尚品牌。这表明,如果没有全球奢侈时尚品牌的实体存在,斯里兰卡市场就不会存在奢侈品。本文提出,当代全球奢侈时尚产业的庞大规模创造了一种客观的理解,这种理解通过其盛行和跨国主义获得了主导地位,斯里兰卡的案例就证明了这一点。通过比较两个奢侈时尚品牌,Louis Vuitton 和 Lovi Ceylon,本文考虑了造成斯里兰卡缺乏奢侈品的背景。理解为缺少这些相同的全球奢侈时尚品牌。这表明,如果没有全球奢侈时尚品牌的实体存在,斯里兰卡市场就不会存在奢侈品。本文提出,当代全球奢侈时尚产业的庞大规模创造了一种客观的理解,这种理解通过其盛行和跨国主义获得了主导地位,斯里兰卡的案例就证明了这一点。通过比较两个奢侈时尚品牌,Louis Vuitton 和 Lovi Ceylon,本文考虑了造成斯里兰卡缺乏奢侈品的背景。理解为缺少这些相同的全球奢侈时尚品牌。这表明,如果没有全球奢侈时尚品牌的实体存在,斯里兰卡市场就不会存在奢侈品。本文提出,当代全球奢侈时尚产业的庞大规模创造了一种客观的理解,这种理解通过其盛行和跨国主义获得了主导地位,斯里兰卡的案例就证明了这一点。通过比较两个奢侈时尚品牌,Louis Vuitton 和 Lovi Ceylon,本文考虑了造成斯里兰卡缺乏奢侈品的背景。本文提出,当代全球奢侈时尚产业的庞大规模创造了一种客观的理解,这种理解通过其盛行和跨国主义获得了主导地位,斯里兰卡的案例就证明了这一点。通过比较两个奢侈时尚品牌,Louis Vuitton 和 Lovi Ceylon,本文考虑了造成斯里兰卡缺乏奢侈品的背景。本文提出,当代全球奢侈时尚产业的庞大规模创造了一种客观的理解,这种理解通过其盛行和跨国主义获得了主导地位,斯里兰卡的案例就证明了这一点。通过比较两个奢侈时尚品牌,Louis Vuitton 和 Lovi Ceylon,本文考虑了造成斯里兰卡缺乏奢侈品的背景。
更新日期:2016-10-10
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