PLaydice
Distinguished Member
- Joined
- Nov 15, 2008
- Messages
- 1,007
- Reaction score
- 3,321
To me, what you describe is a type of “magik” and one of the reasons I’m fascinated by brands like “Louis Vuitton” and “Chanel”. Long ago, when status wasn’t easy to imply without opulent material wealth, Vuitton figured something out. He built a reputation around his name and then captured it into a image that communicated this idea. His monogram. It’s all in your head, the power of the logos too communicate a feeling and the rest is just details. Take all the dreams away and clothing is boring and plain adornment. The rich wore tasteful tailored clothes for years and looked elegant, the underclass couldn’t adopt this look, the true strength of upscale brands that catered to the elite was they realized their “pull” is greater on people with aspirations. CARTIER was jewelry for royalty and the brand was meaningless to someone with little means. All the branding is a trick, for them to entice you into believing your attaining some sort of cachet by owning them. That’s one of the reasons I gravitate towards the stuff, the fact it has such a power of perception is a trip to me. I’m not trying to own status symbols and pose as faux nobility. I enjoy what kind of reactions it creates in people, because I think it’s really silly luggage and T-shirt logos do what they do. It’s magic, if I print Gucci on a sweater, it’s for sure going to sell for more than blank. Making a stupid image and story than attaching that dream to a material object tangentially related pays. It’s the most profitable thing to ever do, think “coca cola” It’s a MOTHERFUCKING DRINK! Those guys literally damned off water from people in South America and sell it back to them. They got to that level with a ******* logo. Shasta makes cola too....Thats not the answer, thats not how luxury works. Luxury is placing an item that most people cant afford in a position where 99% of the population wants it, and 1% can afford it. LP may or may not license out their best material. Zegna may or may not make Tom Ford suits better than their own. Vicuna may or may not feel nicer than LP cashmere. But none of that is the point. The point is exclusivity and you have to pay to play. Can your green amex charge a diamond ring at Tiffanys? Sure. Can your titanium/black amex as well? Sure. Which one gets you more "credit"? Can you valet a Hyundai at French Laundry? Yup. Can you valet a Rolls? Sure.
its not about functionality - its about branding and status. And thats why we all jockey to find the labels that exemplify such, not because its a fantastically well made garment. Its because that brand has done such a good job at marketing that the world pays up the price of admission to be a member of the club.
@PLaydice help me out because I know you're on this.