No longer reserved for the selected few, luxury is now within the reach of a much larger
consumer segment. In this analysis we ask Europeans what constitutes luxury? in their
As the prospects for obtaining a certain level of material wealth is fulfilled or it is within
closer reach to more of us our defining goals in life shift, our mentalities change ever so
slightly and we start to think differently about our lives. Europe in the new millennium is
prospering and in the wake of increased affluence follows changes in consumer behavior.
Our turning point changes and so does our idea of what is important in life. We want to
live, experience, try new things, be loved and love and enjoy the sense of security,
pleasure and personal fulfillment. This change in consciousness is both a cause and effect
of our values in life and we can detect this shift when we ask people about their idea of
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