The World Wide Web has given way new online culture of fashion addicts who love the finer things in life but don’t necessarily want to pay full price for them. This new demand for luxury goods at discounted prices is playing a huge role in the diminishing returns traditional retailers are seeing. Department stores like Barneys and Bergdorf Goodman can hardly compete with companies like Gilt.com and BillionDollarBabes.com. Luxury resale is growing market as well. A swift fashionista can pick up a gently worn item over at Portero and save a huge chunk of change.

As luxury marketers and consumers we have to wonder what this means. Has luxury lost it’s exclusivity?

I would say absolutely not. Though marketing of luxury goods is changing, exclusivity is something that is determined by stable, consistent prices and scarcity of goods. If the “true” luxury brands refuse to discount, then luxury can stay exclusive. Some brands discount for the sake of moving stale merchandise. Even Jimmy Choo, one of the most popular luxury handbag and shoe brands, hosts a sample sale twice a year.

It’s important not to forget the emphasis that luxury brands must place on quality and craftsmanship. What sets a luxury brand apart from its cheaper counterpart is its distinct elegance, that stands out among lesser quality goods.  True luxury brands are timeless and transcend trends. When determining if something is luxurious many point to the price tag. However, I would ask myself a few other questions as well. For instance, how long will the product last? Will it get better with age? Is it an heirloom piece or more of a trendy item? Where did it originate from? Are the textiles trustworthy?

Many marketers try to pass non-luxury items off as luxury pieces in an effort to add value and prestige. We are all familiar with knockoffs and luxury “inspired” goods. One of the many factors contributing to diminishing value of luxury goods is knock-offs. When a consumer is paying a low price to obtain a luxury knock-off, the value of the original item depreciates.  The rat race to sales and immediate accessibility combined with the global presence of the online realm has led to a marketing “Catch 22″: if a brand presents a product online for the sake of the sale, it  makes itself vulnerable to knock-offs and replications. What’s a luxury brand to do? I would say it’s important to concentrate on authenticity, or focus on an element that cannot be easily replicated by a competitor.

The lines between the authentic and the faux-luxe are blurred, and the inundation of affordable luxury goods and knock-offs into the luxury world is making it more and more difficult to distinguish the two. If luxury is more readily accessible, so what? People are still buying luxury goods, but the economic climate and market have changed. Consumers are still vying for the same luxury items as before the market tanked, they just want them at a better price point. Most luxury brands are dependent on their loyal customers with whom they have built lasting relationships, so if the brands don’t discount they can still stay in the market. The only proven way to maintain brand equity is to refuse to discount, and the only way to keep some customers is to give them a break. So what’s a luxury marketer to do? Perhaps luxury marketers should be more creative with their marketing tactics and more careful with the placement of their goods.

Keep in mind, exclusivity isn’t tangible, it’s more of an intrinsic quality or an idea. Luxury is about an experience, so as long as the brand provides a unique experience for the consumer, it can still stay afloat in this economic climate. It’s really a matter of defining one’s market and sticking to it. If the brand is aiming for the luxury market, it’s important to narrow the scope, and do what it takes to retain customers.

Though discounts may not be an option, diffusion lines are more popular now than ever. Some designers see diffusion lines as the end of their careers, while others see them as mass marketing opportunities. It’s all in how a brand structures its marketing initiatives and the way it reaches customers. After all, Luxury isn’t in a price tag, it’s in the feeling one gets from owning something that enhances one’s lifestyle. Enjoy

A good read Deluxe: How Luxury Lost its Luster http://www.amazon.com/Deluxe-How-Luxury-Lost-Luster/dp/1594201293

After months of chatting it up with Carla Fernandes, she’s become a virtual sister and friend residing in Africa. Born in Maputo, Mozambique – raised in Johannesburg, and after working at Jimmy Choo, South Africa, she began to gain exposure to luxury brands such as GANT and PRADA, as they were all under the South African holdings company AVI LTD. Carla also kept an online journal as a hobby (like most of us) and fell in love with online interaction and editorial.

After immersing herself in the culture of luxury and pondering Africa’s rich history she felt the need for a different kind of challenge. Her family still lived back in Mozambique so she decided to seek an opportunity there. Mozambique, of course came with the benefits of learning so much more about her roots. She indeed got way more than she bargained for–leaving South Africa entirely was probably the biggest challenge yet. So, she decided to prioritize education once again, and considers it her greatest investment to date. She is currently doing a BA in International Relations and Diplomacy and studying correspondingly through the University of South Africa (UNISA). She chose this degree due to her huge sense of leadership and passion for Africa, a better Africa, the evolving Africa. She hopes to someday be able to work with various foundations and organizations globally to help the fight against the devastating negatives that come with poverty in Africa. It’s the more serious and intellectual side of fashionable woman I know.

Her unquenchable thirst for helping her mother country fused with her love and passion for fashion surmises her daily life. When she left Cape Town, she felt as if she left everything behind…the thrill, the rush, the glitz, she missed it, I missed it all. Fashion, marketing, media and PR, all this left pending question marks…since she could not find a place or a platform to quench her thirst for more luxury, fashion and glamour in Mozambique, she decided to create one.

“After an online meet with POSHGLAM.com’s Kimberly E. Stone , I was most inspired to get on this venture. Started off as nothing serious until I realized the sort of impact it can potentially have in the Mozambican market and maybe even the African Market. This could ideally turn into my first business venture – so I thought.”

She is now a Young African Entrepreneur, Founder of Africa–Vogue.com – with this platform she hopes to fuse her two worlds. Whit that being her goal and to create an emphasis of the importance in Social responsibility and philanthropy along with her undying passion for fashion, lifestyle and Media PR. She strongly believes that if “We as Africans don’t create our own mediums to portray what is ours and tell our very own stories, someone else will…and probably not the right way.”

Carla hopes to aspire to inspire young female entrepreneurs, whether they are in the corporate field or in the fashion industry…

Stressors are a factor in many of life’s woes. Because of the jam-packed, ambitious way we live today–it is so important that we have access to a quick and easy stress reliever. Yoga and meditation have both become huge because of our stressful lifestyles and our need to wind down. But, not everyone has the time, access or ability to do yoga. Bed of Nails is an instant stress reliever. All you need to do to unwind, is to place your Bed of Nails on the floor, bed, sofa or chair, lay or sit and the relief is instant.

Here are some of the reliefs found when using the Bed of Nails:

Stress relief – With Bed of Nails, stress relief is instant. It is perfect for someone with panic attack disorders, a mother that can’t wind down that half hour when her kid is finally down for a nap, or the workaholic who can’t shut her thoughts off at bedtime.

Insomnia relief – Laying on Bed of Nails, puts most people to sleep after a few minutes. Falling asleep on Bed of Nails will have you in a deeper sleep through the night. It is best to move it over when you slightly wake up and go back to sleep.

Revitalizes you and helps you focus – Bed of Nails is great for a picker upper during your day. Laying on the Bed of Nails mat or pillow for 15 minutes will help you to focus better.

Improves Circulation – The use of Bed of Nails also creates circulation in the body that is lacking when sitting all day at work.

Pain relief – Bed of Nails has been scientifically proven to alleviate pain by a study at Karlstad University in Sweden. The endorphins and oxytocins that are released while lying on Bed of Nails are pain blockers. It also unravels the tension in your body (especially the neck and back) which creates the pain. The increased circulation also helps to lower inflammation in muscles and joints.

So now, I know you are wondering: How do I win? We are gifting one pillow & a mat. Please Pin one of the featured images via Pinterest & Tweet this Giveaway @POSHGLAM, also…don’t forget to email your name, number, address and snapshot to: Kimberly@POSHGLAM.com, with “Bed of Nails” in the subject. To purchase the Bed of Nails, please check out: BedofNails.org

*Giveaway Deadline: May 29th, 2012

A little Ferragamo dressed birdie has informed us that she’s wearing their Spring Summer 2012 Runway RTW Look 35 (see collage) designed by Creative Director, Massimiliano Giornetti, while gracing the cover of June’s InStyle. Hmmm, I guess that means this bronze metallic ensemble for the story “Fiercest One of All” will soon-to-be enjoyed by the masses. The look was styled by celebrity stylist Leslie Fremar and photographed by Michelangelo Di Battista. Well, we’re a wee bit impressed, hopefully the mag will prove to be as amazing as the gorge cover shot…

Moncler recently opened a lavish boutique in Cannes, the space marks the 75th freestanding boutique of the Maison’s network. Cannes deemed both vivacious and glamorous, also known as an acclaimed cinema capital, debuts this space just in time for Festival de Cannes. The boutique’s iconic location fits right–well. Cannes’ perfect blend of Mediterranean nature and high society fuses with Moncler’s legendary and very central boulevard de la Croisette. The area is graced by palm trees, cafes, and elegant Belle Époque hotels. Though the new shop is fresh–the brand exudes VRAI RICHE appeal that’s both classic and modern, which is anticipated to impress both tourists and locals alike.

This particular French opening joins the other single-brand boutiques in Paris and those in the mountain resorts of Chamonix, Megève and Courchevel.It marks another prestigious stage in the busy schedule of openings developed by the Maison, which focuses on the world’s most attractive shopping, cultural and tourism cities, to complement its consolidated presence in the most exclusive winter resorts.

Moncler, Cannes welcomes the public into a warm, well-lit and ultra-contemporary 77 m² boutique, in harmony with the sparkling atmosphere and vast culture of the city.

The internal design, entrusted to Gilles & Boissier, matches French boiserie in carved wood with embossed floral motifs for the walls and honey coloured marble floors. An elegant, relaxed, intimate style, which speaks of Moncler’s roots and projects them into the new-age world.