considered luxury connect with their customers by communicating that they are at the top of their class or considered the best in their field. Furthermore, these brands must deliver - in some meaningful way - measurably better performance. What consumers perceive as luxurious brands and products change over the years, but there appear to be three main drivers: (1) a high price, especially when compared to other brands within its segment; (2) limited supply, in that a brand may not need to be expensive, but it arguably should not be easily obtainable and contributing to the customers' feeling that they have something special; and (3) endorsement by celebrities, which can make a brand or particular products more appealing for consumers and thus more "luxurious" in their minds. Two additional elements of luxury brands include special packaging and personalization. These differentiating elements distance the brands from the mass market and thus provide them with a unique feeling and user experience as well as a special and memorable "luxury feel" for customers. However, the concept of a luxury brand is now so popular that it is used in almost every retail, manufacturing, and service sector. Moreover, new marketing concepts such as "mass-luxury" or "hyper luxury" further blur the definition of what is a luxury product, a luxury brand, or a luxury company. Examples include LVMH, the largest luxury goods producer in the world with over fifty brands (including Louis Vuitton) and sales of €42.6 billion in 2017, Kering, which made €15.9 billion in revenue for a net income of €2.3 billion in 2019, and Richemont. Luxury department stores Since the development of mass-market "luxury" brands in the 1800s. Extraordinary places will be the factor of development that can be achieved by enabling the conversion of items from the mass-market to the luxury market. Many innovative technologies are being added to mass-market products and then transformed into luxury items to be placed in department stores. Department stores dedicated to selling all major luxury brands have opened up in most major cities around the world. Le Bon Marché in Paris, France is credited as one of the first of its kind. In the United States, the development of luxury-oriented department stores not only changed the retail industry, but also ushered the idea of freedom through consumerism, and a new opportunity for middle- and upper-class women. Luxury shopping districts Fashion brands within the luxury goods