HOW LUXURY LOST ITS EXCLUSIVITY. Or has it?
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- Опубликовано: 27 авг 2024
- HOW LUXURY LOST ITS EXCLUSIVITY. Or has it?
One of you asked me the other day about whether designer brands were losing their exclusivity in light of the new social media age. I thought this was a great question, and so I thought I'd share here my opinions on why & why not I think this is true.
Please share your thoughts on this topic in the comments below :)
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Luxury has not lost its exclusivity, access to wealth and comfort are simply no longer restricted to a generational class of people.
I agree and most people who have and been able to afford luxury don’t like that all
Exactly!
Exactly!
Such as in the mall in Towson MARYLAND, USA there's a Louis Vuitton store that stays busy even during covid, so yes I agree with TB.
Right, just consider how middle class has exploded in China. They are the ones keeping high luxury brands in business and there are hundreds of millions of middle class people looking to consume, especially conspicuously, so it all makes sense.
I personally do not understand the obsession with things being exclusive in order to feel like they are worth something. I heard a quote once that said “Luxury is that which can be repaired” and this has always stuck with me. For me, the value or worth of luxury goods comes from 1) the happiness that I get from having the item, 2) the craftsmanship of the item, and 3) the ability to have it repaired when something does break after it has been worn for a while.
I don’t like the idea that nice things must somehow be exclusive to certain members of society just for the sake of it. This is why I am so turned off by brands that wildly inflate their prices. It says to me that the brand is not truly interested in creating products that are worth the money, thereby building a reputation of excellence. Instead, they look to maintain the facade of high luxury through expensive ads and insane pricing. It’s their right to do so, but I don’t have to like it.
Well said darlin. I buy them because they make me happy not because they are exclusive. To me that sounds not very nice.
What an eloquent way to describe luxury!
chanel is trying to stop refurbishments which is gonna backfire, and to stop re-selling, which is an ownership RIGHT
I like this take a lot.
@@katemiller7874 Exactly! “Exclusive” means that someone has to be excluded. And I don’t see why we should be trying to exclude people from enjoying nice things.
It hasn't lost its exclusivity, it just feels like it has because we see it on Social Media more but social media isn't real life. In real life most ppl are not seeing these items left and right.
Totally agree! When i got sick of seeing the gucci Marmont I realized that I had only even seen it once in real life! I had gotten sick of something I had only ever really seen on social media
@@Mumbasa10 actually this is the only IRL one for me but I guess it depends on where you live. Everybody and their mama had a Gucci Marmont belt in 2018 😂. But generally most of these things are saturated on social media and we really don't see then IRL
I cannot tell you about any time I have ever seen a Chanel bag in real life lol. I have never seen a birkin in person with my own two eyes.
Twice in my 52 years. I’m in Ohio tho lol
I now see a LV Neverfull at the grocery store every time I go.
I feel online shopping caused this distorted view of luxury.
To me true luxury is just not the product, but the actual in person service. Its a total mood!
Exactly let the cOvid dust settle and you will notice certain brands will revert or start to pick up when people can come in-store for the full service experience...
Agreed!
I buy what I like, no matter if it “exclusive” or not. I started buying luxury in 2002, when my LV Speedy cost around $300 brand new. Back then you could buy a Chanel flap for around $1000. Salaries were lower then but prices were still higher than some of the contemporary brands. I remember when the Kate Spade Sam bag came out and it was all the rage. It was hard to get and priced not far below Prada or LV. The only luxury pieces I have ever felt were exclusive were limited editions and personalized items. Other than that, it’s all about the same. Fashion houses can raise their prices but it doesn’t make their items feel any more special. Social media makes people think that it’s normal to have a handbag collection worth $100k and to unbox another bag every other day when in fact that isn’t normal at all.
Even though $1000 was indeed a lot for its time... I feel like it was way more attainable in relation to the minimum wage. In SF, I believe minimum wage was about $7 an hour. 20 years later minimum wage is only $15 an hour but a Chanel flap is now $5000? Chanel price increases far exceeded wages. :(
Arguably, if one is making minimum wage, luxury handbags might not ought to be in the budget. Though I see your point!
@@SL-lz9jr That’s a good point, but luxury was still something that not everyone could afford.
@@SL-lz9jr I think Chanel flap is more than $6k for medium and about $7k for large ...plus tax
Chanel flaps(medium size)were NOT $1000 in 2002. They were around $2,000-$2,200.
For me, it's not about exclusively. It's about the downgrade in quality, increase in price and just blah designs. I have no interest in new bags. I bought all of my LV bags new starting in 1999 and in the early 2000's. Same with Gucci, Dior and Fendi. These bags still look new, I've never had to repair and they just feel special. I have the same LV wallet since 2000. My obsession is finding vintage or discontinued styles from this era on the market. I can't say anything about social media because I don't have it. ☺️
this is clever
I’ve decided that I’m not going to wear my wealth anymore. I’ve been doing this for years and it’s dumb (for me) to be wearing all my money instead of investing it. I’m changing my balance and downsizing stuff! I’m not getting that ‘I want that’ buzz anymore! ❤️
Nice
Good for you! I'm downsizing because I'm broke compared to 4 years ago lol
Nothing sexier than a diversified portfolio with permanent life insurance. Can't eat my bags in my 60s.
How about invest your money and treat yourself occasionally from the interest? That's what I do.
People need to stop using brands as a crutch for their identity and to validate their success. I’m happy to see luxury brands being made more accessible to the hoi pilloi!
Now you can tell who truly enjoys the brands and who just wants to feel like they're better than everyone.
I think the internet makes u crave things you wouldn't have otherwise. I never saw luxury in person growing up (aside from my big sister's lv pieces), but I remember seeing them on TV. When I got older I saw luxury online and vintage secondhand bags became accessible and I purchased the ones I used to see on shows like the simple life. I still never see luxury in person, but I crave it because of social media. I truly love the pieces and they aren't any social currency, so exclusivity is irrelevant to me. But if that's important to someone, then yes social media killed people's ability to feel better than others because of access to luxury. All you have to do is order online, no one can turn you away because you aren't elite 😂
I feel like the covid pandemic has turned me off luxury brands/accessories. Actually sold a few of my pieces, when the world is a mess the allure and exclusivity of a handbag isn't the same anymore
Amen!!
The greed has totally turned me off. Really off-putting. I love my bag collection and will always have them. New ones, heck no. These brands have lost their minds.
Definitely agree with you! Also had to unsubscribe from a few youtubers who I felt just buy things to have them
I definitely agree with this feeling. I got into luxury brands back in high school, and I purchased a Chanel bag in 2005. Back then I felt very "Sex and the City" about it - I got it because I liked it, because I found it beautiful and special, and because it brought me joy to buy it and carry it. Today I feel more conflicted about brands. I still feel the allure of luxury items, however social media has put made purchasing the latest "it" bag not about joy and accomplishment, but rather for gaining status, likes and followers. As I've gotten older, and especially since covid and seeing the way luxury brands have responded, I've realized I'm turned off by the status aspect of luxury brands. I still buy beautiful, luxurious items that bring me joy, but I've switched to purchasing from brands less focused on exclusively.
@@catharinecheng7741 lol there is no method to their madness!
Your comments about social media not reflecting real life are so interesting! I worked in a luxury department store for 4 years a decade ago. I don't think there was a single day that I didn't see at least 3 Birkins and 10 Chanel bags when I worked there. It created a distorted reality because I was in contact with it everyday so it felt so common. It was only when I stopped working there that I realised it was actually an anomaly!
Exactly luxury is only going through first time purchases at the moment...
Agreed but the only way they’re trying to retain their exclusivity is by price increase :/ and the usage of social media is a two-sided blade
We lose on both ends. Ouch, that double sided blade is sharp! ;)
They increase for exclusivity while sending free bags to influencers 🤦🏾♀️
I like my Kate Spade handbags. They are affordable and high quality. I want to buy real estate instead of super expensive handbags.
For me it’s weird that people care about exclusivity. I care about beauty, uniqueness and quality - and unfortunately I feel like uniqueness (that video on handbag designs that you made comes to mind!) and quality have definitely been lost.
Totally agree with this!
No sense getting a bag from 90% of these luxury brands then.
@@clobberelladoesntreadcomme9920 agreed. you can get a bag from an unheard of brand for a fraction of luxury prices, but it could be beautifully made/unique/high quality
If you love it buy it and don’t think about who else as it!
You are looking at the wrong brands or places...
After seeing influencers buying Hermes bags left right and centre, that brand is ruined for me.
I was just about to post that 👏 despite the cost it will certainly become like Burberry. I am also sick of seeing Hermes ‘throws’ everywhere that huge H on them is haunting me on instagram 🙆♀️
I agree 10000% it’s dare I say become such a basic bag now 🙄
Agree 100%! I also think a lot of these influencers buy pre-loved and pass them off as boutique purchases. Why would one want to play $10,000-plus for a bag that everyone has?
@@jennifermcgee8621 I really doubt that for Hermes Birkin's and Kelly's as they cost more on the second hand market. Probably buy it, unbox it and return it.
I’ve noticed as well that some influencers didn’t own one Hermès bag last year now they have like 5 Birkins. I called one out on it bc I know you are only allowed two Birkins or Kelly’s a year. She said she got them from the boutique. If so, Hermes is getting into the social media game. I don’t like that.
I feel that luxury has not lost it's exclusivity. In my surrounding I do see people with a lot of lux bags, but the difference is that they would have maybe 3 over thier lifetime whereas influencers you will see 20-30 bags in the background of thier videos.
I totally agree with you. I watched a video of another influencer saying a brand lost its exclusively. I was thinking its an expensive brand I rarely see people in real life carrying these bags. The internet is a microcosm giving people a false sense of reality in my opinion.
Yes because most of these influencers are hoarders and undiagnosed shopaholics.
Bought a Saint Laurent pouch, new. Sewing is slightly crooked. Underwhelmed with the quality of the leather. I am keeping it as a reminder for every time I get a hankering for any quality higher than Coach.
Coach is on par with Hermes with their quality. I never have to worry about my Coach bags.
Coach is great, I have 2 classic lux bags to cherish, all other functional bags are from Coach.
I’ve gotten a few coach bags and the quality is atrocious. I’ve gotten bags from target that lasted longer LMAO
honestly i’ve preferred my Coach stuff over the “premier” designers.
maybe it’s just how i’ve built it up in my head, but every time i’d get “higher end” brands i’d always be slightly underwhelmed :/ just me personally though
i say that Coach is pretty reasonably priced as well :)
Coach quality is second to none the stitching is a work of art
I have unfollowed many lux 👜 accounts since the pandemic it just does not feel the same anymore and it really has opened my eyes to the fact I really do not need any of these items
Hi Sophie, I hope you’re well! I don’t think luxury has lost its exclusivity, mainly because of the price point! However, I do think that social media can make you think that everyone has it.. I always remind myself that most of these are the highlight reel of someone’s life.. that car or bag or pair of shoes could be rented for that one day, but the person could take multiple photos for multiple posts to make it seem like they have that consistent luxury! Just something I’ve seen quite often and soon food for thought 😊
Yes, luxury just seems like fast fashion these days, just not at fast fashion price points!
@@juneyan I agree with you on certain products, especially with the amount of replicas/fakes circulating
I feel like you don't need to be wealthy to buy these bags. How many youtube videos are there where people list their regrets in their 20s. Its not a good financial decision to spend 2K on a bag when you have debt, but people still do it.
I had another thought - if you look at people with “old money”, they never seem to wear popular luxury brands but they certainly spend more money on their clothes and accessories than the average person can fathom. Look at the Queen’s shoes for example. 😄
Bingo you hit the nail on the head!
Old money is all about quality and exclusivity they go for the brands that are heavily weighted on quality and largely operate under the radar. Brands that don’t need to advertise, those in the know know and you find they keep the information to themselves. That’s where you need to change your focus to ...
@@SoAnesu the less showy
Like I give a shit about old money. I buy what I like that makes me happy.
So true. Where I live a Rolex watch or a Cartier love bracelet is associated with so called new money I live near a mall that is a shrine to new money. Just an observation I do not fall into the category of either old or new money
@@seabreeze4559 exactly it’s all about the quality, performance, heritage and exclusivity...
I really struggle with the quality. Like why can't you buy a product that is stood behind and actually meant to last a lifetime? Instead, it's this feeling that luxury is fragile and expensive, as the ultimate flex. And quality craftsmanship is almost impossible to find. That's the part that upsets me. I'd pay 10x for quality, but that's not even what luxuru is anymore, or what anything is anymore.
I completely agree! The quality of luxury has gone downhill so significantly that sometimes I can’t believe that ppl pay full price for this stuff (I’m in the industry so I don’t) when I know that they aren’t to the same quality they used to be
this is a really good point!!
I think you may be looking at the wrong brands. There are certain brands that are under the radar and weighted heavily on quality but they don’t shout about it. If you know you know.
“The ultimate flex”. So true!!!!
That's why I bought Chanel bag made in 1991 and absolutely love it! It is pleasure not just carrying it, but look at that masterpiece.
The generationally rich get turned off that marginalized people can now afford brands they feel belong to them.
And the funny thing is there is little chance for us to cross paths socially with them. Lol greetings from Spain. Saludos! 🇪🇸
Another influencer, who openly was born into wealth went one day said something to the effect of “No offense but I like not everyone can afford that bag” or something like that and I honestly unsubscribed that day
They (marginalised) can afford and tend to go for the mass focused brands. Old money (generational) typically go for brands under the radar most don’t know about or brands that don’t advertise.
rich people don't like logos and obvious brandings
@@SoAnesu old money has heirlooms, no need to buy
Great analysis! I agree that luxury hasn’t lost its exclusivity and it just appears more “normalised” due to the impact that social media has on us. Another great video Sophie ☺️
I’ve said it before, but this sort of intellectual approach to luxury items and why they are so compelling on social media is my favorite of your topics. Well done again.
I've never thought of Luxury as exclusive at all. To me its just an item that is as fully well made as possible, out of the best ingredients and to an exquisite level of design.
Greetings from Los Angeles ! This makes alot of sense now I understand better why I keep seeing CHANEL bags so much. Its makes me feel like its a low level of insanity to unbox chanel bags biweekly..its not healthy or normal. I stopped following a few that unbox constantly but rarely engage with their beloved followers. Thank you for having a great mix of content instead of constant unboxings.
Same here. The parade of unboxings is obnoxious. I also found these RUclipsrs to snobby and condescending. I just can't.....better things to do with my time.
I enjoy them. Keep them coming
If they are not engaging with their beloved followers what are they doing it all for?
@@SoAnesu my point EXACTLY. I always try to support the channels I subscribe to and respect their time.
The ones they have a alot of subscribers might be a bit overwhelm to reply to ever one but a heart like goes a long way to.
Thank you for speaking about how social media has created a sense of normalcy around luxury. I often look at bags and I’m like “would you be interested if this wasn’t xyz brand?”
Another great video as usual!
Let's just repeat it: this is not the real life.
I actually come from a different community, that is the fragrance community that is quite small compared to the beauty or luxury community. The same that you said about the handbags or the cars is true for this tiny community, too and, of course, the easiest way to get your fragrances out there is by giving out free products to reviewers and influencers. However, it has come to a point where these reviewers kind of even blackmail brands into sending them the full presentation of fragrances (samples would be enough if it comes to fragrance reviews, but, of course, the consumer wants to see the product in all its glory). What I have seen is that a lot of people go into this world of Instagram and want to be part of this influencer world and play that game. And although I can see why brands decide to hand out free products, it still cheapens the brand for me and I don’t know why I should spend my money on things that are given to others for free.
I don’t really know anymore where I stand: I understand the need to be talked about, but it can also cheapen the brand for me (Roja Dove who wants to be the epitome of luxury gave out free bottles to a reviewer who prides himself in being a “ball sprayer” ... the next video was about clone fragrances of the expensive ones ... just do your research, Roja, please).
Indeed, Hermès is one of the brands that have somehow managed to keep their exclusivity. And yet, I had the loveliest experience when I went to the flagship store in Paris and had a lovely conversation with a SA who in turn gave me samples of most of their exclusive range fragrances (I know that your experiences with their customer service weren’t the best).
Wow, that was a long comment and I guess you are never going to read this! I just wanted to tell you how much I appreciate your honesty, the fact that you talk about these things and your “struggles”. It certainly helps to keep things in perspective. So let's say it again, just one more time: this is not the real world.
Greetings from Austria!
that is definitely a great point that social media becomes an echo chamber of what you consume!
You are definitely right. Too much social media is not good and makes you think you are left out
Totally agree. I am shocked that so many on line have 20 or 30 Chanel, Hermes, Gucci, LV etc. This is not real. I know a number of people who can afford all these, but they don’t have them. It is not reality
The algorithm makes our social media boring and difficult to get out
That’s why people are starting new accounts
Good point!
Yes, i think it would be more exclusive to hire a really talented tailor and get them to make custom designed, perfect fitting clothing especially for you and no labels.
Same with bags, hand made one example bags.
Buying anything designer can't really be exclusive. As they make huge amount of that exact things.
That’s a very good point that you made, which I’ve never thought of. How can it be exclusive if the designer is making ten thousand of the same jacket?
@@AdrienneMint a brand concept is supremacist by nature i.e. classist
Ah yes! I have done this a couple of times and I have clothes that I know are one of a kind. I have something that nobody else have in the world (not tailor made catalogue pieces, I designed myself those clothes with fabrics that no longer exist).
It's always good to think about what's reality vs how things/life/products are framed in social media. Thanks for the reminder!
It seems odd to me that someone would consider not spending a bunch of money on an item because it's less exclusive. It seems what they really want to pay for is someone else not to have it (which plays into YSL and Chanel raising prices) vs for the actual item.
While I understand the draw of luxury products, it's because I've been trying to live and shop a "buy less but better" philosophy. It's not about someone else not being able to get the item, it's about the handiwork, quality, and history behind a brand or product.
I think caring too much about exclusivity is showing of your ego; that item didn't come to life because of you, but the masterful artists/engineers who designed them.
In Los Angeles, I think luxury really has lost its exclusivity. You can't turn around without seeing Chanel, Louis Vuitton, etc, because so many people want to buy status symbols (particularly in a city where status symbols seem to have real value for people). And the ability to buy luxury goods on credit, second hand, via payment installments has made "luxury" more accessible. Now, you can make the argument that everyone should have access to these products and the desire for exclusivity is elitist and unfair. That may be true, but it still doesn't change the flood of designer goods in the market. And, to be honest, this has made me develop a real distaste in spending $6000 for a Chanel handbag. What's the point? It's not necessarily made better than a $600 handbag. And if so many people have the $6,000 handbag, that makes it looks average to the point that I'd rather spend my money on a high, quality non-branded item and invest the rest of my money in capital equipment for my business or just save it. Now, I look at my bags, and they don't feel remotely special to me...I actually feel more like a poser wearing them, to be honest.
Love what you writing 👍
Same it really frustrates me! Thinking of buying only non-branded items going forward.
For me, in a way yes, because of the saturation of counterfeit items that are seen on social media and in real life. In a way, this has killed exclusivity for me, and it’s not the designers fault at all. It’s the advent of these super fakes flooding social media that is destroying the sense of exclusivity. With that being said, it depends on what luxury is for you. Is it haute couture, luxury cars, or is it going on holiday and staying in a resort? In a sense, those still retain their sense of “luxury” and “exclusivity”. But for handbags, even for Hermès, I feel like exclusivity is slowly eroding. As an Hermès collector, the brand has been re-releasing special edition bags that were once truly hard to get. Only the very few VVIPS were offered these special bags and that was it. Now, I do see more of these “special edition” bags being re-released and are slowly saturating the resell market.
I think so. Just because someone has a chanel bag doesn't mean they have good taste, are wealthy, or have good style. I used to really want a chanel bag or lady dior, but now I feel like everyone has one... it's not unique. I'd rather buy a purse from a smaller designer that is the same or better quality but is less than 1K.
IHello ! I think like you because I prefer sth unique and excellent quality , so a luxury logo does not impress me ,, especially that an expensive item does not
mean a quality
you can hire leatherworkers on etsy, they'll make most things
Agree w/you 100%!!👍
Yes...so many people carrying around designer bags but it doesn’t elevate their style because they lack good taste! I say buy a few bags that suit your personal style and invest more in clothes, shoes, jewelry to look put together...and you don’t need to buy designer items...just high quality
Luxury is still luxury, ‘Normal’ people can’t afford it, it’s still a minority who can afford it, or we get used to celebrities and other people with new expensive bags everyday which doesn’t happen.
Luxury still have a certain feeling around it, when you purchase something you still feel ‘special’ or proud of that purchase.
I completely agree. The average person can’t afford it unless they save up for a while.
@kutie k mostly middle class buy it
@kutie k If you make 40k a year and have a handbag that costs 8k, you may be normal people but you've also been duped.
For me, brands are still exclusive because of the price and the gate-keeping of the supply. However, the value, in my opinion, has gone down the drain. No one talks about how durable and good quality their items are. It's just trends trends trends. It's all becoming expensive fast fashion.
The low key brands that are really good quality don’t feel the need to toot their own horn. If you know you know!
Hi Sophie! Great topic, it is so disheartening to see all the fakes and replicas flooding the market and the never ending and frequent price increases of the major designer brands.
Unrelated, but in the picture you look like Monica Bellucci 😍 you’re absolutely gorgeous
Hya, I definitely agree. I think because we are interested in these things we seek them out ie watch RUclips vids on them, follow insta pages etc so it just encourages more to be brought into our space. When out and about in day to day life I don’t often see these bags. Even if shopping in places like Harrods, yes many people have lovely bags but it tends to be a variety not the same one on every person -if that makes sense. To add, I think the “luxury community” is actually lovely and friendly and kind. It’s a really positive space so thought I would state my appreciation and show some love to all your fellow followers 💖
You’ve got more women these days killing it professionally and buying luxury
Yesterday I was inundated with RUclips suggestions for videos of cats and kittens watching the cartoon Tom and Jerry. LOL
I feel that compared with our baby boomer parents, young people are not willing to wait until pre-retirement to buy themselves nice things. We want a better balance as millennials and that might be why more people on average wages (compared with our parents' generation) are treating themselves to high-status objects that our parents' generation would have waited a lifetime to acquire (my gran got her first Chanel bag for her 50th birthday). The social media aspect is very good at exaggerating this, as you say, because you think every 30-something London professional has a Dior book tote as their runaround shopping bag. That might be the impression we get from Instagram, but most high streets in this country are full of ladies with a simple fast fashion handbags. It's only when you're marching down the King's Road that you suddenly feel like you've walked into a real-life Insta runway. I live in Chelsea and I do see a lot of designer bags around here. You feel like you'll never be able to keep up if you tried. The bottom line is that you should buy something because you love it. And, in most scenarios, you will be holding a rare and exclusive item--just maybe not in West London!!
For me it’s gone when they are easy to get on the fake market.
So true.
You're right, but the fake market improved soooo much. They have every designer, every new bags in no time, the quality went up. Those AAA fakes can only professionals recognize. I had a friend, who worked for Chanel ans Hermes. She can tell you stories. Unbelievable. Sometimes the difference is really, really minimal. They even have same materials and people are asking themselves, why buying the real thing, when you get same quality for only 10-20%.
@@rebeccamullan922 Exactly, LV for example.
@@LuxuryInc yes I know it is a very popular crime wearing and buying fakes.
@@janejdough2230 absolutey LV monogram canvas is one of these
I really hate the idea of luxury being "basic" or not exclusive. Because there are SO MANY people who will never have the "basic" bags or will only be able to afford one bag and it has to be classic to not feel like a financial waste. I agree the bags are not commonplace, and brands still have some exclusivity with styles, limiting production.
When you spoke about the car comparison I got it! I agree Sophie, once I started watching more luxury videos, the more I wanted luxury items. I didn’t even realise it. Then I thought it was the same when I was a teenager and I watched beauty community videos, I bought all this makeup so I could have a collection like the ones I saw online. Very insightful Sophie! 💕
I also feel this way! I feel like everyone has one on Instagram and downtown Toronto. I will purchase one but only because I want one, I never buy for exclusivity. I prefer buying “no name” bags that are excellent quality :)
Do you have any suggestions for no name brands with good quality? I would love to learn more about them!
I feel like no one is answering this question because now it's the new way to feel exclusive. It's sick that some people always try to find a way to exclude and pet their ego to feel better not about themselves but better than someone else. I think that's gross compensation.
Dear Sophie
I think I really have to thank you at this point. I am very passionate with fashion especially high end. You really helpt me finding my style and my designers/brands. I knew how quality looked from the beginning on but you taught me how see an investment in my self. I love especially secondhand and often use your blog as an inspiration. I had a few problems with my body in the past and being able to afford my dream wardrobe really helps me to appreciate myself.
Thanks a lot, have a good time and greetings from Switzerland🍀🤗💜💜
I am commenting very late. I watched this video when you first posted but it took me a little while to think about it. I have to say I think the points you made are excellent, especially the concept that we are living in our own bubble because we tend to watch the same types of RUclips videos over and over. Thanks for a thoughtful video.
Great video Sophie, thank you very much. I loved the way you explained about the algorithms and influencer gifting. For me - as harsh as it may sound - I’m just sick of seeing influencers in their huge houses, living a luxurious life, being gifted excessive amounts of luxury products, doing constant ads for “ one of my favourite all time brands “ (the most used line on social 🙄) making normal everyday people feel like they need all this in their lives. I know some people will disagree which is absolutely fine of course. We are not forced to follow them or buy anything - but it’s constant and it’s everywhere as you say about the algorithms. Personally I’m looking forward to the day influencers have their day and social media isn’t dominating the world anymore. We will all get off our iPads/phones, reconnect with our friends and family in the real world. Go into shops, buy what we like, wear what we like, stop looking like clones from Instagram and actually live our lives how we want to. This pandemic has been a real moment to see what is important in life and how precious it really is. I don’t want to hear about rich you tubers sneaking off to Dubai during a lockdown, getting caught out and then expecting the ‘normal people ‘ to understand? No sorry.
Anyway I apologise I seem to have gone off on one here lol. I really respect you Sophie, I love your content and you seem such a genuine, grounded and kind person 💜
It seems to me that we don’t fully understand how far social media is from reality. I mean every second pic at my Instagram feed has a bottega bag yet I’ve only seen one on a real life person ONCE in two years. And I’m living in London where people are obviously more wealthy than in smaller cities. Also this year we all mostly seen people through social media, so I think it’s natural what our perception of the reality is a bit shifted.
The luxury market is still going through first time purchases. Social media distorts things and makes you think it’s everywhere when it couldn’t be further from the truth.
Im sorry but when people say ”oh luxury is better quality”, there is no amount of quality that can justify something costing thousands of pounds, i refuse to believe it! Also, a lot of the luxury brands are made cheaply in the same factories as fast fashion is, its just sold at 1000+% margins. So yes, i wish luxury would lose its prestige just so people could see the emperor has no clothes
Hi, Sophie! Pink is definitely your color!
I agree!
I had never thought of only being exposed to the luxury community. When I was out buying my first bag I said I don’t want a bag that everyone has when in fact everyone doesn’t have them.
I have always been into luxury and it was not until recent that I realized that most people don't spend as much as I do for their things. I took my high end things for granted and wondered why other people didn't have these brands. Just as you said Sophie it's the social media culture that we concentrate on which gives the impression that luxury is is on every street.
What an excellent video. You really broke it down into what is realistic, how marketing works to influence the viewer to purchase one thing or another and what we are seeing over and over really isn't the norm!! Thank you so much for all of the work that you put into this video, you're awesome Sophie
Amazing deep talk and break down of the whole situation Sophie! ❤️
Very beautifully put! Agree on everything algorithm, norm/bore, community, Social media!
This is a fascinating topic. People who think Luxury Items are losing their exclusivity are people concerned with who are ( minority, people of color, middle-class, and millennials without class status) the people acquiring these Luxury Items versus who were HISTORICALLY the people with access to these Luxury Items.
The beginning part of this video happened to me this week. Went to Gucci and picked up the infamous marmont belt, and I had so many reservations about this belt because “everyone has it, it’s everywhere, it’s played out, etc etc” but actually... I only know 2 people in my actual real life that have this belt. I was thinking the usual luxury blogger/blogger comments in my head about how played out this belt is but I rarely ever see someone in real life with this belt on. Crazy. I almost psyched myself out of getting it because of the content I watch but I ended up saying F it, got it anyway, and I couldn’t be happier with it.
Good topic and analysis. For me when celebrities like the Khardashian's and Cardi B flaunt their collections of Hermes bags that really turns me off to the brand. I think it cheapens the brand but I guess Hermes can't really control that. I hope that doesn't happen with Dior.
I read about 10 years ago, that Kanye decorated his walls with LV wallpaper. That’s why (one of the reason s) I dislike the brand.
@@sheonlydances lol don’t hate on the poor guy he has enough problems in his life.
Yes some very good points. Social media has definitely changed our perception of other people's lives because usually only the highlights are shared.
I recommend every one to read the book How Luxury Lost Its Luster by Dana Thomas (2008). It's really an eye opening book!
Mmmhhh from 2008. I thought the social media craziness was much more recent.
In 2008 movie stars sill ruled the World and were fashion icons.
Im talking about this Because i think the accesibilty feel from Luxury happened Because of social Media.
In 2008 Kristen Stewart still rocked every girls World instead of Zoella.
Perhaps in the luxe community, these items appear as over saturated. But really, most of my friends and family dont even know what a Birkin is or the price of a Chanel bag. I actually sometimes avoid wearing my LV monogram to avoid judgment for spending exorbitant amounts of money on a bag.
It's so true to me what you are saying about how things can begin to seem normal. For months, I had been thinking about the all-black Medium Loulou Puffer after binge-watching luxury centered content. Might I add that literally NO ONE in my entourage is into luxury and even though I like handbags, I have NEVER been -reaaaally- into them before I started watching luxury handbag collections - so when I started telling people that I was going to save up for that bag, everybody (and I mean, EVERYBODY) in my entourage was like: ''...excuse-me!?? 3500$CAN (taxes incl.) for a BAG?!?'' 😂 really, it did ''bring me back to Earth'' in a way, because I realised that actually, not everyone, if not MOST people do not own anything luxury!
And now, I do still enjoy luxury content very much, but I have other projects that I'm focusing my money on so the Loulou Puffer will wait for a while 😂
You are such an intelligent woman! I know you were talking about luxury but I am blown away by the wisdom behind your analysis! That part about an influencer versus a magazine..spot on!! Bravo Sophie! This is why I love your videos, so educative!
Hey Sophie, I’m definitely over the whole ‘influencer’ thing. Take the LV Coisson. Every influencer is brandishing it all over social media yet the customer can’t buy it because it’s sold out. Personally I think it’s an ugly lazy bag, it’s like a washbag with a clanky chain but my point is that too much exposure cheapens the brand and insults loyal customers. Love to David and the bunnies. Sheila x
Exactly correct it looks like a toiletry bag with a chain. Yuck
😂😂😂
Hey Sheila, thank you so much for sharing your views!☺️ The LV Coisson - is that the hobo style bag with the metal chain that looks like it’s from the Bottega pouch bag? I keep seeing that bag on IG (not sure if it’s the one you mean), it looks so like Bottega’s signature chain!😯xx
@@SophieShohetOfficial yup, that’s the one 😊
@@SimplySheilaB 😬😅
You are so eloquent and intelligent. It's refreshing to see content like that.
I love this video! I think another point as well to why these brands feel less exclusive is the secondhand market. Businesses like the Real Real take away the exclusivity of being invited to purchase products like Hermès Birkin bag or classic Chanel pieces & instead make it accessible to anybody that has the money upfront. On top of that, you have services like Affirm that allow people to pay monthly for these products & although I personally wouldn’t do that, there are a lot of people that would because of their priority of wanting their favorite luxury items at what seems like an affordable price at the time. With social media, you’re absolutely right that it’s not a true “reality” & lots of people take photos with their friend’s luxury pieces so it gives the illusion that everyone owns a rolls Royce or a Fendi bag but the reality is one person owns it & multiple people has taken photos with the same items.
I’m so glad you did this video. I’m tired of people acting like these luxury items are “basic” or not exclusive just because they see them on social media. I live in the LA area and even if I’m spending the day in a very exclusive expensive neighborhood (Beverly Hills, Santa Monica, Manhattan Beach, Costa Ames, Malibu, etc) I STILL don’t see everyone walking around with a Chanel bag on. Yeah I might see a couple of them but given the demographics of the neighborhood and the concept that luxury isn’t exclusive you’d expect literally everyone to have on a LV or Chanel or Hermès! And that’s just not the case.
I tend to go for mid-range luxury brands for my bags like Furla, Aspinal, Longchamp, Lulu Guinness as I feel that you get the quality and design without the exhorbitant price tags. I always go to Hermes for scarves but I refuse to go as far as paying thousands for a piece of leather and a brand name. I have also bought a lot of vintage LV as the quality is much better than the current LV pieces. My motto is to go for quality and what you love rather than a designer name. I'm not trying to impress anyone with my purchases.
Love your pink sweater! It all worked well for you: makeup, lipstick shade. Gorgeous!
Thanks for your insightful comments Sophie. Certainly food for thought.
But then you have to think to yourself: what do you class as luxury. Is it the lifestyle, price tag, quality or all three.
I think Haute couture is really where luxury is at. Once "luxury" is too accessible to everyone... it's no longer luxury. That's my opinion as someone who has worked in fashion. If it's mass produced and everywhere then no it's not luxury even if the price tag is high. Couture on the other hand is the true luxury!!
Or your more bespoke / ultra high end brands.
@@SoAnesu yees i think hermes does keep the luxury value because you can't just always go in and score a bag
GREAT analysis on popularity/exclusivity. ...... but personally, I'm still sick of seeing the Chanel Flap.
Great discussion, fair points. I think to add to the subject at hand one needs to examine the pre-loved market. Now that it’s easier, safer and more secure to buy pre-loved items, I think that’s the main factor for affecting exclusivity.
Sophie, your opinion on algorithm is 100% right! The proof is in my experience: I'm not into luxury at all, I've been following you since years because I like you as a person and I think all your content is so valuable. In fact on all my social media I don't see this overload of certain luxury items that you are talking about simply because I'm into something else and the algorithm decides to show me what I'm passionate about ☺
Also there are so many 2nd hand resellers sites that has a much lower used price but they offer affirm financing or an equivalent or quad pay with no interest. Accessibility has definitely allowed those who desired high end brands a way to obtain. This really did not exist before
I think if people are worried about if something is exclusive before buying it, that’s pretty sad. Should your choices really be based on who is or isn’t having it? People 🙄 Also, yes Sophie! These bags are not everywhere in reality. Get offline and step back into the real world, people.
Hey Sophie! I love your content around luxury, and I aspire to be like you in the future. I am also in marketing and was hoping you would upload more content around your job, day-to-day life, how to get hired for a job in marketing and how you came about to start your own marketing firm. I’m not sure if you already have videos on this but I was hoping you would consider if you haven’t already!
for me designer hasn’t completely lost it’s exclusivity it’s just that every season they release so many bags that sometimes seems trippy and they will see which one sticks around, kinda like the ring toss game, brands are like playing the game and they throw all the rings and see which one sticks around, keep it and release it in other types
Very very well said. Been a viewer of yours since like your Gucci and LV bags lol. Love how eloquent you are and how well you explain things. Love from NYC XX
I totally agree with everything you’re saying, brilliant video as usual. I also feel like brands push certain items for us plebs and keep other stuff less pushed for their “clients”. They even do this with sales. I got shoes on sale, the sizing was wrong and by the time I sent them back and got refunded the sale was over and I noticed these other shoes that never go on sale are way better quality. Tbh I probably will buy them because I like them way more than ones I got on sale
That’s why I love watching you ! You speak up my mind and you are so truthful, and you also do your own research ( coming from a researcher here at this end) ! Love you 👌
For me luxury is about quality, design, héritage & social/art history. I don’t think it’s bad that more people have access to wealth and luxury. If you want to be exclusive get something un branded, get something tailor made for you and develope your own unique style. The price of a bag, the brand logo or it’s popularity shouldn’t be the reason to/not to buy something. That said : what your saying about social media giving us a skewed view of the world is totally a thing 💕
You are totally right, I’m into luxury fashion, and that’s what Instagram feeds me, but if I’m out and about in New York, I don’t see them, no one is wearing any luxury. Thanks for sharing 😃
Great video Sophie. I love these types of topics. Deluxe: How Luxury Lost its Lustre is also a good read on the subject
So interesting! I never thought about the algorithm factor. That really makes a lot of sense.
I agree with TB. A lot of luxury is now aimed at the huge Chinese Market. I have lost some interest in the luxury market because I feel it is not value for money. Brands try to be exclusive by pushing up their prices, but the product itself is no longer worth the money. They are going too far I think 🤔
Sophie great subject. The problem is our subconscious mind. We have both conscious and subconscious mind, but we mainly using subconscious , driven by desires and fears, and subconscious mind doesnt know the difference between reality and fiction. Thats why , when we watch horror movie, we jump, because our brain doesnt know difference between watching it, and actually experiencing it. And industry knows that, thats why social media so powerful in advertising, by watching, the same things over and over again, we feel that its reality, and we need it also. Actually Its dangerous to some ppl. Blessings🙏💕
I agree with you Sophie. It's true that after watching a lot of luxury videos and after looking at social media, it made me think a bit that getting a certain bag especially at my age is normal. But when I look around in our office, only one person has a luxury handbag. I still want some luxury pieces but this pandemic made me rethink about my priorities.
Your explanation makes so much sense to me ! Love this channel
Love your thoughts and can tell that you’re thinking about everything from your marketing perspective.
Such an interesting take! Very thoughtful. I live in Kuwait and really, everyone does have these bags etc. The main store queues after lockdown are Rolex, Dior and Chanel. You have a pretty long wait to get in with the long queue. 😊
Pick up a copy of Deluxe - how luxury lost its lustre. An interesting read in this subject. And if I remember correctly prior to the youtube social media onslaught.
Best explanation of marketing I've ever heard xx I think you're right though. I wear luxury items and when I go out I realise that's its not common at all and I feel like people just assume I'm wearing fake.