Accepting that luxury stands for timeless, my contribution sets out to address and clarify the issue by analysing three questions from the semiotic perspective of luxury branding. The first is, from where does luxury speak in Bulgarian context of so-called "Bulgarian rose" product? The second is, what is the luxury branding mechanism whereby philistine's culture change? The third is, how might we conceptualise the relationship between the timeless in production of luxury discourse and transformative role of philistine's culture? To celebrate the uniqueness of Bulgarian product in luxury, it is almost as dangerous a concept as intention. It belongs to many disciplines, including psychology, sociology, and semiotics. Drawing upon the works of standpoint Greek philosophers (Plato "The Republic", 380 BCE) and semioticians (Algirdas J. Greimas, On Meaning, 1987), the discussion of implementing luxury advertising in every corner of the business world is confronted by quite serious challenges. After an introduction to the topic, the discussion will be followed by analyses of concrete examples focusing on the cultural heritage resistance. Although the inquiry is conducted from one particular standpoint — luxury branding, the observations and suggestions it makes regarding education, cultural heritage and luxury advertising campaigns will lead us to conclusions at theoretical level of interpretation on renegotiating the future direction of acquiring knowledge in the ambiguous significance of luxury.

The paper proposes to develop a framework to help examine the factors and processes by which luxury advertising can impact consumer health across the globe. While luxury products such as Burberry and Gucci have been a source of much pride and might accentuate the need for conspicuous consumption (Veblen 1899) within a society, we seek to examine how luxury brands across categories can produce both favorable and unfavorable consequences on consumer health. The model would offer insights into essential factors and processes not only those who aspire such luxury brands, but also for those who have no such desire. With the theoretical underpinnings, the suggested model will draw its predictability powers across the fields of marketing (e.g., branding), psychology (i.e., cognitive dissonance theory, social perception theories) and network theories (social contagion theory). This suggested framework will focus on body image, specifically eating disorders (e.g., anorexia), and will exemplify how luxury brand communication can have quick detrimental effects on young adolescent females across the globe. At the same time, the model will also demonstrate how and what factors can lead the global community down a more healthy socially integrated pathway with luxury branding still being the driving force.

The study of luxury is a rapidly rising star in the firmament of business, management, the arts, media and communication studies. In the discipline of marketing alone, it informs research into corporate strategy (e.g. Mazancourt & Schwartz, 2012; Hennigs, Weidmann, Behrens & Klarmann, 2015), production and consumption in the context of national, regional, local cultures (e.g. Zhan & He, 2012; Schultz & Jain, 2015) and, of course, global brands (Mazzalovo, 2012), just to name a few. Of particular interest to this author is the theoretical challenges and opportunities of an entirely new frontier for the study of luxury and consumption: namely, how do we theorize luxury and luxury consumption in an age of space travel, habitation and tourism? Travel to Mars is fast becoming a reality and space tourism is already rapidly growing as a leisure pursuit for wealthy elites. The trajectory of space travel, and human habitation, in space is, however, evolving in ways that are still not widely reported or communicated to the public. Yet, it is almost certainly the case that the mass consumption of space travel (and future habitats on other planets) will become a reality in the foreseeable future. The anthropocentric vision that has driven the human species to flourish on Earth will also allow us to populate other planets. Guiding this paper are two primary – and hitherto foundational – premises: first, all existing work on luxury and luxury consumption by marketing scholars has taken our continued existence on planet Earth for granted. That is, luxury as we know it (and however one it is defined) occurs within spatial and temporal dimensions that are, broadly speaking, Newtonian (despite the remarkable advances in quantum theory and mechanics), linear, bounded and life-sustaining by virtue of stable sources of energy, water and fuel (at least in the world’s advanced economies). This premise alone accounts for, and explains, for example, much of the current literature on ‘luxury consumption in China’ or ‘India’ or ‘Turkey’ or any other specific locale. My contention is that this premise can no longer be taken for granted in a post-ecological age; second, I wish to develop one or more novel dimensions to the conventional, albeit provocative, literature that argues (rightly, in my view) that consumption of any kind must be central to “theorizations of space and place” (Goodman, Goodman & Redclift, 2010). At the same time, technology companies such as Tesla and Space X are effecting radical transformations in our view of what is possible for human consumption over the next five to twenty years. What is the role and likely transformations in the concept and practice of luxury in this scenario? This is the key question that faces marketing scholars in the next decade and this paper is the first attempt to interrogate the issue.Several scenarios present themselves and should be taken seriously until we devise other frameworks that can satisfactorily tackle the question I have posed. For instance, the ‘bandwagon effect’ (Kastanakis & Balabanis, 2012) helps explain how mass luxury consumption might take off after the first wave of early adopters of space technology and space-led living have indicated their preferences and as private as well as public enterprises innovate to capture the public imagination with regards to the consumption of luxury items in space (Thomas, 2007). Alternatively, we could explore further the implications and modifications in behavioural theories of luxury consumption (Yeoman, 2010) to understand how the antecedents and consequences of popular modes of adoption, use and future purchases might be modified in the Space Age. Last, but certainly not least, one can focus the theoretical lens on transformational consumer research along the lines (and limits) of the consumption of place and space (Goodman, Goodman and Redclift, 2016). This avenue, in my view, affords some intriguing advantages over alternative approaches. As Clarke, Doel and Hoisaux (2003, 80) note, ‘consumption tends to reconfigure space and place, often disrupting, undermining and displacing consumption activities that were once thought of as being related to specific places’. Thus, while we may be reluctant to discard the notion that consumption is essentially geographical, we now need to reconsider what and where those geographies are and what they will mean for us as a species in the next several decades. How will relational networks of consumption work? How can we understand the bodily enactments of consumption and the environmental and metabolic conditions that are a prerequisite for practices of luxury? The corporate implications are numerous and profound as well: the global green/sustainability movements have undoubtedly changed market forces and behavior – can they play another, even more valuable role in the next consumer revolution?