Luxury.
Luxury by definition is non essential and expensive or rare.
It was after working at a luxury brand that I learned what it truly meant. It was to let people feel like they are the utmost important person in the world.
I read a line where it states luxury is for the poor. It is partially true as the people who wear belts with a huge Gucci logo were those who think of themselves as needing those expensive items to show how much they are worth. Often times those designer items were the most expensive items they can afford. Some of the most wealthy people I met were very modest in the way they dress. They may enjoy watching movies in the comfort of their homes, have an entire room dedicated to it, and not brag about it.
Displaying bags and clothing with brand names written all across is a display of being insecure about oneself (and poor taste, when you can easily afford the most expensive things you stop caring about having a logo on it altogether). Demanding attention and respect. Even when I realized this, I was still experiencing insecurities about myself working there, thinking about wearing a sweater from uniqlo when it really doesn't matter. Wait, it does matter because it was poor quality but that was off topic.
If I was able to dress the same way I did buying booze at midnight in 7-11 and into harbour city buying presents for my mom, I would be happier than I am now.
I do not oppose the idea of luxury. It can be an item hard to obtain, and of the best quality in the business. Quality over quantity is key, and luxury brands are often those who put out the best quality products. Well made items are going to cost more, and being expensive is part of what makes luxury. The reality is we pay for more than what it is, we pay for our ego and so much more.
The experience of luxury brands are addictive. It lures you in for more. With all the psychological factors in place, it is hard to refuse. An item may be so hard to obtain that they can reserve it for you for no more than 2 days. Their staff member may be so welcoming that you feel guilty for not purchasing. The sale may be out tomorrow and you will miss out on that sweet deal forever.
When money is not a problem while choosing which item to purchase, the focus become less on luxury and more on quality. When buying vegetables we may pick organic or local vegetables regardless of price as it does not make much difference to us. Same with other things, people go for what they prefer in terms of style and quality and supporting small businesses etc. when they can easily afford items within the same category. A person who can afford an AP or Rolex watch may choose to wear Apple watch instead, just because they want to read WhatsApp messages on it.
When the focus is on whether or not the item reflect that you are able to purchase that expensive item, it is either you are not as wealthy as you may think or your ego depends on it.
