About IPOL

In Pursuit of Luxury is a comprehensive platform with the aims of distinguishing the traditional notion of luxury founded on 18th century definitions, from contemporary interpretations of the concept. The intention is to define luxury outside the luxury brands arena which is solely focused on brand extension, diversification and global consumer markets. In addition, the luxury brands market it is argued relies on historical references in order to perpetuate the value attributed to goods despite the products and services bearing no resemblance to the reference points.

The primary focus of the project is to place the notion of luxury outside of the notion of branding. The outputs include publication and dissemination, commercial enterprise and scholarship.

This original research re-defines luxury in a contemporary context concerned with global franchise, mass consumption and product diversification in contrast to an idea of luxury directly tied to branding.

The In Pursuit of Luxury website serves as a networking and research tool, a marketing device, as well as its future entrepreneurial role as a point of sale for ‘In Pursuit of Luxury’ products.

Setting up a Centre for Luxury Research: the first and only one of its kind in the United Kingdom that brings together both academic and commercial activities. The centre will concentrate on working with post-graduate and research students whose research focuses on the notion of luxury both within a contemporary context as well as historical. In addition it will focus on the developments within the field of luxury incorporating both academia and industry.

The In Pursuit of Luxury conference will be one of the first of its kind where academia and industry come together to discuss issues having an impact on the global luxury and luxury brand market and the ways in which craftsmen are addressing this issue through notions of authenticity in order to distinguish themselves from corporate diversification and production.