Transcription
Luxury is all about desire, you see. Desire is an intensely strong emotion, and we as humans will do almost anything in its pursuit. It's desire that enables brands like Loro Piana to sell breathtakingly expensive shirts.
A huge mistake people often make is confusing desire with needs and wants. Nobody needs to pay that much for a shirt. That's why phrases like "needs analysis" within luxury annoy me so intensely because I don't need an S-Class Mercedes or an X7 BMW. I may want one, but that doesn't automatically convert to a sale, now does it?
If you step back and look at luxury critically, yes, a Rolex watch is nice, and the craftsmanship is beautiful. But what do I need a watch for? To tell the time, of course. So a Casio or Timex would do the same job.
The secret behind why I desire Rolex so badly is down to something called identity markers. Whether we like it or not, luxury products are perceived as symbols of achievement, money, and social status.