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  • German luxury is practical, and focused on technical perfection
  • German luxury is practical, and focused on technical perfection
    Adam Haranghy, Creative Commons (2012) ©
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Is the German luxury market driven by functionality?

A global survey on the perception of German luxury arrived at the word “perfection”. But HSBC’s Luxury Goods report lists only one German company, and German’s traditionally prefer to buy designer goods from Italy, UK and France. Is German luxury really driven by function over form?

Location Germany

Scope
“Italian and French luxury brands are glamorous and chic,” writes Nele Hansen in German business magazine Wirtschaftswoche, “but German luxury items like watches, cars, or furniture are known for their technical perfection.” [1] Sales of German-made luxury goods are driven by a desire for functionality.

In fact, a global survey on the perception of German luxury discovered that the word “perfection” was a consistent label that could be applied to the country’s luxury products. [2] But that doesn’t necessarily mean Germans want to buy home-grown luxury – their spending on imported luxury ...

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