An article in the Gulf News today looks at the preference of many in the Middle East, particularly Dubai, for high-end luxury items. An international survey found that the response by people that received the highest numbers from people in Dubai was for “luxury is a lifestyle”. Other countries had a greater preference for a response that classified luxury as “something over and above what you need”.
This penchant for things luxurious is said to be one of the hallmarks of Dubai living, which boasts mega-shopping malls with many high-end brand name stores. Dubai shoppers are more likely to buy impulsively and less likely to research items before buying an item that has the best value. The virtue of delayed gratification has taken a backseat to the instant elixir of a full shopping bag.
I feel really good about being one of the exceptions to this preponderance of free-wheeling luxury shoppers with more money than sense. I must admit to never having a great desire for luxury brands and fail to see the need to identify myself with particular brands. A marketer’s nightmare in other words! For me, the term “luxury is a lifestyle” makes no sense, perhaps because I try not to live that lifestyle, or perhaps (and this requires some meditation on tonight) that I am living that lifestyle in Dubai and I am not even aware of it!