8. Consumer Initiation into Luxury

Consumer education is about building the knowledge, skills, and attitudes that are vital to life in our consumer societies in order to help consumers organize their daily lives in a responsible and civic way. In the luxury sector, the education of consumers, the initiation, and the information about luxury goods (products and services) are very critical. It should be at the heart of the luxury experience offering. This chapter introduces consumer initiation to luxury as one of the big five strategies luxury houses should implement to empower their customers and make sure they will enjoy their luxury experiences. Consumer education and initiation regarding luxury refer to activities that provide consumers with knowledge and skills in the consumption of luxury goods (products and services). It aims to train consumers regarding different aspects of luxury, such as craftsmanship, good manners, history, know-how, and creative arts, developing skills to recognize counterfeit luxury goods, etc.