No Moral Luxury?

The August issue of Vogue magazine in India sparked controversy.

The magazine launched 16 pages of advanced leather handbags, jewelry clutch pedals, and umbrellas that display social status and wealth.

It is not the pop stars or the rich people in India who are in line with the theme, but the ordinary India people in the slums.

Among them, the most typical picture is a India old woman with a front tooth missing, holding a child and wearing a Fendi (Fendi) collar around her neck.

The retail price of this collar is 100 dollars.

The other is a family of three crowded on a motorcycle, which is the way India people travel daily.

Among them, the mother did not wear a helmet, but her wrist hung Hermes bag, the market price of the bag was more than 10 thousand dollars.

There is also a picture of a toothless barefoot man carrying a $200 Burberry umbrella (Burberry).

Kanika Gahlaut, a columnist for today's post in India, believes that such propaganda is not only a lack of education, but also an obvious annoyance.

She dubbed this kind of putting the cart before the horse as "a symbol of vulgarity".

In her view, it was "not interesting or pleasant" to have a dress designed by Alexander Yacu (Alexander McQueen) standing in a mud hut.

"Over the past 10 years, tens of thousands of farmers in India have committed suicide due to their debts," she said.

According to last week's World Bank figures, nearly half of India's population earn less than 1.25 dollars a day.

The New York Times said that any chief executive or private banker of international luxury Brand Company knows that India has a rapidly growing rich class, which makes India one of the most attractive and "emerging worlds" that sell high-end products.

The contrast between poverty and prosperity has led to a dilemma for luxury makers who want to enter India.

On the other hand, there are a lot of poor people who can't make up their living expenses. Think of a country where most people can't earn 1000 dollars a lifetime, and even many people can't even afford to eat, how can you sell a $1000 handbag?

On the other side is the rise of the rich class, strong spending power and strong desire for consumption.

Extravagant propaganda will surely arouse the anger of the poor in their hearts.

As a result, the intensity and scope of publicity should be considered.

D, a luxury consumption expert at Bain Capital, believes that the brand awareness should be established in the India market, just like those of the consumer brands set up in China.

Claudia also said that as the population of India continues to increase, successful luxury goods manufacturers will create new national rejuvenation - people can show their affluence by buying their products.

But he also warned that when the streets are full of struggling people, it is particularly prudent to open luxury stores there.

Vogue, editor in chief of the India edition of the magazine, gave a plain reply to the criticism received after the publication of the magazine in August.

She believes that magazines are meant to show the power of fashion, while the India version of Vogue proves that fashion is no longer the patented of the rich.

Anyone can walk with fashion and make themselves more beautiful.

But you don't have to be too serious and serious about fashion because we never try to make any political statements or save the earth.

"In the west, people can afford to buy the same luxury goods, but they do not buy it because they do not want to show off their wealth," said Dai Lixing, KPMG's partner in the Asia Pacific consumer market.

But in India and some new cities, if you succeed, you still want to prove to others that you are really successful.

At this point, luxury is one of the best ways to prove it.