Which factors contributed to the democratization of luxury?

The democratization of luxury is significantly influenced by the entry of women into the workforce and the impact of mass media. As women gained financial independence and began to occupy more prominent roles in the economy, they became key consumers of luxury goods. This shift allowed a broader demographic to access luxury products, as work-related income expanded their purchasing power.

Mass media further amplified this trend by making luxury brands more visible and desirable to a wider audience. Advertisements, fashion shows, and celebrity endorsements disseminated through television, magazines, and later, digital platforms like social media, showcased luxury items and lifestyles, making them more aspirational and accessible. The representation of luxury in popular culture encouraged more consumers to aspire to these products, contributing to a shift in perception where luxury became more about personal achievement rather than just an exclusive domain reserved for the elite.

Other factors, such as industrialization, modernization, and changes in societal norms, also played roles, but the combination of women entering the workforce and the expansion of mass media was particularly pivotal in altering the landscape of luxury consumption, allowing it to reach a more diverse audience.