Luxury is defined by heritage, craftsmanship, and being the best in its category while also being unusual, demonstrating leadership. The document discusses what luxury means and how it is defined not just by quality but also by pushing boundaries and leading trends rather than following them. History may not repeat but it rhymes, and true luxury establishes new standards through exceptional products that stand out from their peers.

1. Luxury in Society
A question of
leadership
Misha Pinkhasov
EACD, Lisbon
2 June 2015

2. History doesn’t
repeat itself, but it
does rhyme.
Mark Twain

16. What is luxury?

28. + Heritage
+ Craftsmanship

29. What is luxury,
really?

30. Real Luxury
=
Best in category
x
Out of the ordinary
=
Leadership

45. realluxurybook.com