Forty years ago, luxury was confined to the very wealthy but nowadays we have a process of democratization of luxury where ordinary people are told why shouldn’t you have some luxury.

You have earned it…
You deserved it…
You are worth it…

This mentality creates the demand and the need. If there is no market big brand companies certainly would not exist in Singapore.

You don’t have to be filthy rich to enjoy luxury to buy some branded personal good for hundreds of dollars. I mean pretty much anyone is Singapore if they wanted it enough can buy a BMW or a Mercedes.

Today more than ever Singaporeans are increasingly exposed to luxury goods and brands. These bands often are recognitions that we are having multi faceted lives. And people are prepared to pay high prices for these brands because of their quality and messages that the brands are transmitting.

We live to believe that money gives us choice, status and increasingly an identity.

But there is something very hallow about all this. Whose meaning or identity is it?

Am I really defined by where I live, what I wear, eat or buy or am I just another willing victim?