Look at me "I made it"

Is that what your LV bag and Gucci shoes are saying?

Mar 11, 2023

“Can you say that in 20 years people would still use the iPhone? Maybe not. Maybe we'd have a new product or something more innovative. What I can say today is that, in 20 years, I'm quite convinced that people will still drink Dom Perignon.” - Bernard Arnault, CEO of LVMH

iPhone 14 Pro Max
BMW 5 Series
LV Bag

Which one of these would you consider a Luxury product?

For some, all of them could be categorized as Luxury. For you, these may be just better products a.k.a. premium ones. And for some, these may be for the masses, but not for them. And hence arises the need for Vertu, Ferraris, and Hermès.

Your own status, income levels, peer group, value systems, and other personal factors would shape your perspective of luxury or premium — that’s solely from a consumer lens. And there is so much that goes on in our heads about these brands, how they make us feel, and what they say about us. It’s a home run if a brand can take over the minds of its consumers and make them do things that are unthinkable.

Carrying a Louis Vuitton bag does something incredible to its (most) users — it boosts their confidence, makes them feel good about themselves, and also signals to others the success that they have achieved. But which of these is more dominant? Which of these is only possible through the use of these luxury goods?

Boosting confidence can be achieved with a workout, too, or by accomplishing goals and being a performer in your domain. Feeling good about ourselves - that can be achieved with a nice walk at the beach, a nice sauna session at the spa, or a delicious lunch with loved ones.

But how about signaling to others that you are successful and worthy of their respect/attention - how many things achieve this aspect?

That’s where luxury comes in. Not “premium” as this defines a better product in terms of utility, durability, or performance. It is feature-rich, which doesn’t qualify it for the world of luxury. Apple iPhone, organic foods, and Levi’s Jeans fit into premium products. We pay more for them because they are better products. Yes, they do make us feel good, too, but at its core, these are better / faster/ healthier / more comfortable a.k.a. Premium.

But you want more, you also want to show to the world you have made it, and that’s where you need a product that does this job very well. Yes, it provides you storage space, and it’s made of good material, and yes handcrafted — but more than anything — it’s the logo on the bag that says that “I can afford it,” “I made it,” “I deserve success and respect,” and much more.

Take the same Louis Vuitton bag and strip it of its logo or the famous checkered design, I seriously doubt it will bring in the sales that LV brings in. LV isn’t selling a bag - It’s selling prestige, heritage, and culture — it’s all wrapped in a feeling that can only be experienced. And it begins from the moment you enter the store to the moment you have walked out with your purchase. That whole experience will linger in your mind as no other brand does.

I still remember my LV belt-buying experience and the back story to that decision is even funnier. I vividly remember walking into the LV store in Dubai Mall and being greeted by a gentleman exuding confidence and dressed impeccably. He asked me gracefully “How could I help Sir?” I think Max in New Amsterdam picked his lines from an LV store :)

I was assisted to try out different styles and the way they conducted themselves was remarkable. They had gloves on and would handle the belt very elegantly before handing it over to me for trying. They were measured in their movements and calm in their speech, making me feel like a star who deserves their attention 100%. The quality of these products is great, but the vibe in the store seduces you completely into buying in, wanna be one of their clients, and wanna prove that you too can buy these things. It’s like LV has souls floating around speaking to yours in the ether.

Once I decided to buy one of the belts, I was asked to wait in the lounge area. I still remember the giant green leather sofa that I was seated on, excitedly waiting for my first LV product. It finally arrived on a silver tray, covered with velvet cloth. My belt was packed and lying inside a bright LV carry bag that had “Pick Me” written all over it ;) I swiped my card, proudly took the delivery, and walked out of the store with my chest pumped high, and feeling on top of the world.

The funny part is that I never wanted to buy these luxury products, I never fancied them. Every friend or family member of mine knows that a voucher from crosswords or Kinokuniya bookstore will make me the happiest. But the reason I got seduced was that a few weeks back, one of the prospects to whom we had pitched a business proposition, had declined my offer only because I didn’t have a luxury product on me.

To him, this meant that I wasn’t successful and he didn’t want to deal with anyone who wasn’t successful. This episode had woken up a devil within me, and he was determined to get his host own one of these luxury offerings. The host was powerless and hence caved in ;) But was it worth it? Yes, indeed.

Will I repeat it? Highly unlikely.

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If you thought LV provides a great experience, then you are in for a surprise. Hermès, a french luxury giant, has been serving the elites of the society since 1837. Their most successful product is a handbag called Birkin, and ironically, it’s not for Sale to anyone. You have to make a request to own one, post which a background check is initiated to find out if you fit the internal criteria for becoming one of their VIP clients.

If all goes well, only then will they have a bag in the works for you, which will still take 6 months of wait or more, and will only be handed over to you in their flagship store in Europe, and best of all - it will cost you USD 25,000 to 35,000 (minimum).

In case, you’d like to understand the internal criteria, the image below provides you a glimpse into the hunt for Birkin bags, which has turned into an obsession for women worldwide -

Wow, all this just for a bag?

But many will go through it because they deserve the best and nothing could stop them from getting their hands on it.

No wonder, Coco Chanel defines luxury as “ Luxury is a necessity that begins where necessity ends.”

So be ready to see Hermes, LV, and Gucci lining up your favorite malls or shopping districts with their glitzy stores and their logos shining bright, calling you in, and seducing you to part with your money for a limited edition product. Their siren song will only get louder as more and more people look for ways to quench their thirst for feeling good about themselves and to let others know that they made it in life.

But will you see Apple stores in the mall in 2050? That, I’m not sure about.

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