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The spending capacity of the middle-income class increases with growing economies. With this increase, luxury goods are not only consumed by rich people alone. For this reason, luxury brands are expanding their target population and enriching their products and services accordingly. Thus, the luxury market which addresses the middle- and upper-middle-income groups is changing and its importance is increasing. In this chapter, the definition of luxury, the classification of luxury goods, the requirements of the luxury marketing mix (product, price, distribution and promotion) and applied strategies are examined. This chapter also covers how luxury products have authentic features, premium and masstige brands, fake luxury products that are the exact copies of original luxury brands, and how and why this fake luxury market grows. At the end of the chapter, the luxury market in Turkey, which has been growing rapidly, especially in recent years, is examined in detail and all the features of the market are presented. It is expected that this market will continue to grow in the future, as a large number of tourists from nearby regions, Central Asia and Arab countries come to Turkey to buy luxury branded products and services.

Economists are a peculiar bunch. They have a high regard for themselves, and the mathematicians among them are the haughtiest of all. They snicker at theories of international relations and grand strategies, unless the strategy is a derivative of game theory. No wonder they are often brushed aside as snobs.

In the 1970s and 1980s, studies of the unpaid household and family labor of upper-class women linked this labor to class reproduction. In recent years, however, the topic of class has dropped out of analyses of unpaid labor, and such labor has been ignored in recent studies of elites. In this chapter, drawing primarily on 18 in-depth interviews with wealthy New York stay-at-home mothers, we look at what elite women’s unpaid labor consists of, highlighting previously untheorized consumption and lifestyle work; ask what it reproduces; and analyze how women themselves interpret and represent it. In the current historical moment, elite women face not only the cultural expectation that they will work for pay, but also the prominence of meritocracy as a mechanism of class legitimation in a diversified upper class. In this context, we argue, elite women’s unpaid labor serves to reproduce “meritocratic” dispositions of children rather than closed, homogenous elite communities, as identified in previous studies. Our respondents struggle to frame their activities as legitimate and productive work. In doing so, they not only resist longstanding stereotypes of “ladies who lunch” but also seek to justify and normalize their own class privileges, thus reproducing the same hegemonic discourses of work and worth that stigmatize their unpaid work.

Consumption ritual has been used to understand the meanings of consumption and consumer behavior, however less attention has been focused on the role of ritual in connoisseurship consumption and how consumption rituals can transform the consumer’s tastes. What is the role played by consumption ritual in connoisseurship taste?

Drawing on key concepts from ritual and taste theories and a qualitative analysis of the North American specialty coffee context, the authors address this question introducing the idea of connoisseurship taste ritual which is based on novelty coffee consumption practices that are opposite of the traditional or regular practices. The data collection set in the United States and Canada includes 15 consumer in-depth interviews, participant observation in 36 independent coffee shops in Canada and the United States, a Specialty Coffee Association of America event, and three barista coffee competitions. The body of qualitative data was interpreted using a hermeneutic approach.

The authors introduce the connoisseurship taste ritual which has several dimensions: (1) variation in the choices of high-quality products, (2) the place to perform the tasting, (3) the moment of tasting, (4) the tasting act, (5) perseverance, and (6) time and money investment.

This research paper extends the notion of consumption ritual introducing the connoisseurship taste ritual and also extends the theories of taste by explaining how, regarding a specific aesthetic category of product, people develop different tastes through ritualistic consumption.

One of the many paradoxes of fashions is that consumers’ choices change rapidly and with an astonishing degree of synchronization. What is successful or socially acceptable in one period is considered the opposite in the next. This paradox has brought economists and other social scientists to conceive of fashions and fads as one of many forms of irrational behavior. Herd behavior and weakness of will, a desire to conform or, conversely, to distinguish oneself, have all been invoked to explain the rapid evolution of modes of behavior that emerge and more or less suddenly disappear. In this paper we try to show that fashions, even if fragile and transient, might nonetheless be rational. It is a rationality, however, that has to include something overlooked in most economic writing: the desire for novelty and variety. In fashions this desire takes the form of coordinated behavior that both facilitates consumption and destroys its novel content, thus paving the way for new fashions to appear.