what are luxury brands and griffes can some one put some light?

The problem with the word "Luxury" is that it is at once a concept (a category), a subjective impression and a polemical term, often subjected to moral criticism. Thus, what is Luxury for some is just ordinary for others: while some brands are qualified as luxury brands by 'one half' public opinion, other are simply considered 'major brands' by other half. Likewise given the economic crises, it has become ethically more 'dubious' " to like luxury " or " to pursue luxury ". Real luxury brands remain attractive, but the world itself has lost clout and spark because of economic downturn in industrial countries. The word " LUXURY " has fallen out of favour a little: a hindrance to market researchers, who wish to measure their customers' sensitivity to luxury.

Well, in economic terms Luxury objects are those whose price/quantity relationship is the highest on the market. By 'quality' , economists mean "what they know how to measure",i.e. tangible functions. Thus, Mc Kinsey report defines Luxury brands as those which ' have constantly been able to justify a high price, i.e. significantly higher than the price of products with comparable tangible functions'

here what actually counts is not the price of the Luxury product but the difference in the price of products with similar tangible functions.

A good deal of confusion surrounds the meanings and relationship of thee two terms "Luxury Brands" and "Griffes". Many people use the term griffe if a prestigious brand is applied to many different products. Other claim that brands can become "griffes".
IN reality, brands and griffes must be distinguished in terms of the ground they cover and the way they work. Confusion has been caused by the fact that some famous names, Diro, are griffes for one part of their production and brands for another. Hence, a griffe can become a brand, but a brand the reverse is not true.

The law scarcely clarifies the difference between Luxury Brands and Griffes: in its eyes, a griffe is the fixed image of signature, set down to be used as a trademark. Fortunately, we can understand 'griffe' concept by examining the word itself. A griffe has something to do with instinct, violence and lightning: it conveys something unpredictable, that leaps out and leaves mark. Griffe is the mark of an inspired and instinctive creator.

The luxury and brand system are very closely linked with eachother , more or less like a pyramid. A permed that defines what falls were in the pyramid.

The brand forms the major chunk , base Of this pyramid : this includes mass series, cost pre sure, the spiral of quality, thesse are the ones affecting beans quality due to many factors which in turn make it a brand that's different from luxury and even grieffe.

The upper (ome step a broder chunk but less than just brands defined above ) range of brands this is effected by series, factory, highest quality in the category.

Then comes the luxury brand : small series, mainly ether hand made, or very fine craftsmanship

Post this top is : the griffe is pure creation, unique work, materialised perfection.

Remember the griffe forms the top followed by luxury, upper range brands, and then the brands.