Is the Gen Y relationship with high end merchandise sustainable?

Mathieu Lebreton, pioneer  of the Ykone french fashion blogosphere, brings a libertarian point of view on luxury: ‘When it comes to the thin boundaries between fashion brands and luxury ones, some brands are not perceived as being pure-player luxury brands. However I deeply believe they should be treated as such, such as the Nike brand. Nike is a luxury brand. It has always been about innovation. I bought a Nike+ bracelet that I personally consider as a luxury product, though it is a mass-manufactured item available at any Apple stores. Undoubtedly Nike has succeeded in creating a need that has never existed before, without compromising on appeal and simplicity. The result, or call it evidence if you prefer, is that today we couldn't live without it.'

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