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Why Luxury Goods' Entrepreneurs Are So Ludicrously Stupid!

Why Luxury Goods' Entrepreneurs Are So Ludicrously Stupid!

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Published by Anthony St. John
A profile of luxury goods' entrepreneurs...
A profile of luxury goods' entrepreneurs...

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Published by: Anthony St. John on Jul 18, 2013
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08/31/2013

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Why Luxury Goods' Entrepreneurs Are SoLudicrously Stupid!
We
would have to sift forever to find an enterpriser more dopeythan one who today produces exemplars of opulence—The Trinketsof Vulgarity—such as bags, luxurious vehicles, private jets,
hautecouture
clothing, accessories, yachts, designer clothes, luggage,shoes, watches, jewelry, and then some more. There is a glut of “conspicuous consumption” in view, but targeted to only a few:those who can render it!Let us concentrate on the one more parasitic on Look than anyother: Italy. Perhaps no other country in the world is so cramfulwith works of art as
Italia
is. The people of 
Italia
refer to their Pastto live in their Present. The nation boasts beauty in design,fashion, and architecture. Its culinary prowess is renown; itsmachinery goes to all parts of the world; and, its manipulation of matter gives joy to millions who sightsee through Italy, drink fromits glassworks, or touch its wood and marble creations. When oneties the knot of his silk cravat made in Como, wraps around herwool scarf manufactured in Prato, fastens the laces of his stylishleather shoes made in Varese or Firenze, or strokes her fine linenfrom Lucca, the MADE IN ITALY label is certain to bring a sense of glee and contentment to both the sexes.
Italia
is a hands-on economy. Its
modus operandi
is meat andpotatoes capitalism. Until very recently, invoices were hand-written. Yet, candles are used nowadays to make wax seals for thepost office's official documents. Remember those rubber stamps? They are now being used. OLIVETTI’s computer division went out of business.
Italia
is electronic only when it has to be. The Past isutmost. Italians want to create beautiful articles that fetchbeautiful prices. Luxurious items. Not $50 electronic watches, but$50,000 ones that can be sold in one’s lifetime for $100,000.Italian publishers do not print literary criticism essays or businessmanagement journals; they translate into Italian proven, foreignbest-sellers—usually from the United States. Italians areconservative and cautious in business. They are out to serve therich. Italian businessmen do not want a low price for the masses;rather, they want a high price for the elite. Italians are penurious.Even with their language. Italian has remained almost the same for
 
centuries. English has as much as five times the amount of lexicographical entries in dictionaries than those Italian offers. Is itpossible that Italians gesture so much because their language lacksthe words needed for the expression of it?
Italia
is, therefore, anti-scientific; that is to say “not with it.”
Italia
is low-flamed on a backburner in the very hot kitchen of Progress.It is an ingredient in the
 zuppa internazionale
that provides flavorfar more than it replenishes the hungry with vitamins and proteins.
Italia
is anti-scientific by its very nature. It is a place where worksof artistic and historic value—from the Past—are exhibited and soldto the Present. The Future enters little.
Italia
is where what onehas should be preserved as long as possible.
Italia
is a hugemuseum which blusters about how it was. It maintains itself showing the Past to the Present, and this effort has until nowreaped tremendous economic advantage.
Italia
is anti-scientific for another reason: its production, 90 percentstemming from small family businesses, is for the most part quasi-art—craftsmanship. It is not the mass production producer’sbreeding ground. Science and technology do not enter persistentlyinto the minds of little Italian family businesses many of which arequick to see their children leave school as soon as possible to cometo work alongside
mamma e babbo
. University attendance in
Italia
is the lowest in the European Union. An incredibly low 57 percentof Italians possess a high school diploma.Italians are gifted with an infinitely primitive sensitiveness regardsdesign, coordination, and beauty in things they construct andmanufacture. They are uncommonly dexterous in fabricatingobjects by hand, and their consummate skill is recognized for itswonderful transformations. But, the Italians are no longer artistsand have not been for a very long time; they are astute artisticbusinessmen and businesswomen.
Italia
’s
capolavoro
is no longercreation; it is changing form. (It is the Chinese, Japanese andKoreans who are making real the dreams of Leonardo da Vinci!)Work by artisans, skilled laborers who connect the Past with thePresent, is good business. BULGARI, FERRAGAMO, FERRARI, GUCCI,PRADA, PUCCI know this very well. Italians have mastered TheCraftsmanship of Beauty = The Trinkets of Vulgarity. The refinedtechnique of linking the before to the now relies little on Science. The Pavarotti’s and Eco’s must record their CD’s and publish theirbooks not in Milano, but in New York or London where the Presentlooks to the Future and the technological means to deal with the
 
Future exist.
Italia
’s anti-Science stance, indolent in spirit, iscarrying
Italia
further and further away from Progress. Italians areshort-sighted when it comes to Science. They are traditionalistsimmersed in the what was. They are not complicated innovators ormasterly creators. They are convinced that their Past cannot besurpassed or even equalled by any other nation. One seniorFlorentine citizen was heard to say, flat out: “We Florentinesinvented everything! Everything since has just been a copy of what we created.”Let us change the word “anti-scientific” to “non-conformistandlook at
Italia
from another angle not thought of in terms of annualreports, political expediency, scientific discoveries, or accountants’printouts. Let us observe, candidly,
Italia
a bit as a brake on whatsome gauge an outlandish behavior to make everyone correspondto current customs, rules, and styles—at worst, to uphold byauthoritarian means the designs of a polity characterized by amonolithic unity. (
Italia
has put itself up against the giants yet it isdoing everything to be squashed!) The best and deftest members of Multinat Statesmanship are clearabout their obsessive drive to bring the world into correspondence—for the good, for the bad. Most of us who are alienated observerson the World Scene, not activists of homogeneity (giant businesses,worldly-thinking political entities, think tanks, Cyclopean financialestablishments,
et cetera
)—more inclined to authentic, “outside thebox,” immediate considerations than to chimerical ponderings—arerunning scared. We are distraught over starvation, overpopulation,destruction of the Earth, social injustice, crime, inflation, deflation,pollution, AIDS, broken marriages, and so on. The majority of usare at the receiving end. We simply want peace, quiet, andsecurity in our political, social, and ordinary lives. And we knowvery well we do not have what we want. We understand thattogether we are doing something terribly wrong, yet we want tobelieve that the fault is not with us but with those establishings weare persuaded to opine have failed us. This fault-finding is a greatmistake. It is the hatching grounds of the very heavy-handedappropriateness and supposititious democracy—both falseimpressions—that at once we admire for their compatibility, thendespise for their unfairness.Non-conforming
Italia
serves, in part, as a symbol of that reactionagainst the tendency to bring, anomalously, into compliance.Delightful are the Italians. They stuff themselves with
 pasta
and

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