Over the millennia the purchase and consumption of luxury products used to belong to exclusively to small groups of social elites and wealthy individuals. Luxury has been ‘democratised’ through the processes of the so-called accessorisation (accessorizazione)1 of luxury over the period of the last few decades. As a result, the products marked with luxury brand logos have become accessible for a wider spectrum of customers. In 2013 luxury products were acquired by over 380 or 330 million people in the world according to the estimates made by BCG2 and Bain & Company and Redburn3 respectively...
