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Abstract If luxury is more relevant today it is perhaps due to its ubiquitous presence. This study examines the meaning of luxury and the myth that surrounds the exclusive goods. How do we classify luxury in relation to fashion? And how can we recognize a luxury item when most of the houses apply the same selling strategies as the ones of the fashion industry? A semiotic analysis of three luxury houses helps us to map out this blurry landscape and this by looking first at the sociocultural signs that are characteristic of a luxury brand, and second, by exploring today’s representations of luxury brands on the market. Findings indicate that the luxury label today can in reality only be restricted to a few houses while the myth of luxury is still trying to blow life in the consumer’s mind.
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