I found this video the other day.
Someone set up a pop-up store for a new luxury shoe brand. Fashion influencers were invited. A grand opening was prepared.
Problem is, the brand is completely fake. The supposed luxury shoes, priced around 500$ the pair, were actually bought at 30$ each. But these so-called fashion experts bought into the lie.
And that's the thing about luxury brands - it's completely bogus. Sure, the material might be better compared to mid and low-tier competitors, but a large chunk of what you pay is only for the brand price premium.
These brands spend considerable money in making you - and others around you - believe that by wearing it you raise your social status. It's all perception.
💡 Exercise for you: even if you don't sell fashion - what could make your customers and audience see more value in your brand?