This post might piss many people off, but it is the truth.
Just owning a luxury good (like an expensive bag) does not mean anything. Who do you try to impress? The people passing by on the streets and thinking “Oh, she can afford Hermès, lucky her?” Your friends?
We forgot that this is a symbol and can be substituted by anything else out here. What if the superrich decide that bags are for losers? And you do not need any money or anything else with you, because the driver waiting in front of the door is keeping everything in the car anyway. So having no bag is the ultimate fashion statement? What I try to tell you, is that luxury goods are made for people with money and not for people saving up to afford for something. Times have changed. Things do not last forever anymore.
The concept of luxury goods implies that you have enough money for the maintenance. If you „allow“ yourself a luxury good like a Loro Piana cashmere sweater for 700 Euros, you have to make sure that you have enough pocket money left to drop it at the dry cleaner. If you buy yourself a nice “Tank Americaine” (a special Cartier watch), you are not done with paying more than 10,000 Euros. No, you signed up for a lifetime maintenance. You want to change the croco-leather band of the watch once a year (!) and you want to bring it to Cartier every two years so they can properly service it, which costs about 700 Euros. In addition, if you use it a lot, you will scratch it. That is the sad thing about luxury goods these days. There is no free customer service like in the old days, nor do things really last.
I have a Chanel bag from my grandma, it is still fine. If you buy something at Chanel nowadays, it just falls apart in seconds. The minute you return the broken stuff, it takes a few months until you receive it back. When it is out of fashion. At Gucci they even charge you to repair stuff you recently bought. At Louis Vuitton they are really fast I have to admit and you do not have to pay. Plus you get a new dust bag. Customer service at Louis Vuitton is outstanding and so is Cartier.
But it does not change the fact that the luxury industry is nowadays the biggest ripoff out there.
Very sad news, as just very few people will be able to afford something really outstanding. Maybe this is a good thing as companies are focusing on their core qualities again and not just on expansion. Maybe a reset is OK for all of us. So WE can focus on our core qualities and not on trying to impress others but ourselves. I for myself try to buy stuff I really want and I really, really admire. Logo does not matter, but it helps to guide me…