Why people wear luxury clothes: The psychology of luxury clothing success explained
It is hard to imagine fashion industry without luxury items. At the time of the first couturier, Charles Frederick Worth, and a little later, in the era of eternal competitors Coco Chanel and Elsa Schiaparelli, in Paris, these two concepts were simply inseparable. To be fashionable, you had to wear expensive items created by certain couturiers, for example, the New Look fitted jacket and full skirt by Christian Dior or the little black dress by Hubert de Givenchy. Nowadays, trends have changed, but not too much, and luxury clothes are still incredibly high in demand.
It may seem absurd, but now in the 21st century, two opposite understandings of the word "luxury" are gaining momentum. The first implies a high standard of living and consumption of luxury goods. The second is a more ascetic lifestyle with a rejection of expensive, opulent way of life. These two directions have their followers and fans worldwide. Today, we’ will talk about why luxury products are so popular. What exactly is the psychology of the success of luxury clothing?
Why buy a silk scarf from a leading Italian brand when you can buy a simple scarf at a low price?
Why do people buy silk scarves from leading Italian brands to impress rather than from little-known but inexpensive brands? The reason is that a beautiful, well-made luxury scarf is a marker of status and success. Everyone understands that if you can afford luxury items, you earn good money, are successful, and are a winner in life.
Luxury goods are status indicators. They show a person’s status so they can confidently communicate in high society. Luxury accessories determine whether you are welcomed in a special, select circle. Wearing luxury items is a non-verbal way of showing everyone what you have achieved. Luxury goods are for those who live in an exclusive environment, and, in fact, high-end clothing is part of their secret language.
In ancient times, the clothes of rich and poor people were different, and it was possible to determine to which class a person belonged at a glance. Not much has changed since then. However, to emphasize a person belonging to the "higher" class, luxury goods were invented.
When you buy an Italian scarf, you also buy the feeling of being special
Luxury goods make a person feel unique not just due to the brand but also because the exceptionally talented luxury clothing designers turn their ideas into extraordinarily creative and desirable items. For example, check out Philipp Plein's clothing or buy an Italian scarf from Faliero Sarti. They are, quite simply, works of art!
Every designer’s new collection is the embodiment of their ideas. And ideas, as you know, are always in the air. This may be a reaction to what is happening in the world (the abundance of refugees in EU countries led to several fashion houses simultaneously including scarves and balaclavas in their collections in 2018) or a demonstration of the artist's skill and creativity. When you buy luxury clothes (especially clothes with a story behind them), you buy something more than just an item. For example, luxury bags are art, and for art, for an idea, for creativity, for quality, you must pay. This is the main factor. You pay for talent, for genuine design. A first-hand artist luxury item is art. And it should cost money!
Of course, in part, you will feel special because you will have something that not everyone can afford. Perhaps this is an instinctive way of measuring who is more dominant in modern society. Luxury goods emphasize the status of the owner, and this can make a person feel confident and powerful. Wearing a high-end designer suit is the same as wearing chic underwear that no one sees. When wearing these items, you feel different. Empowered. Confident. Successful. These are emotions from the possession of such status items.
But, to a greater extent, this feeling arises precisely because designer items are stylish and sophisticated.
Luxury is the engine of fashion and design. Buy an Italian scarf, and everyone around will appreciate it
Luxury brands dictate the trends that we want to buy and wear later. The designers who show their skills at fashion weeks twice a year are the designers of luxury. After fashion week, mass-market producers parse everything into molecules, turning high-end fashion into everyday ready to wear pieces. And we wear. And it doesn't matter what we prefer to dress in - luxury or mass market. Fashion was invented and implemented as a luxury. If you buy an Italian scarf from a luxury brand, people around you will immediately notice and look up to you.
So, luxury is needed as a design engine. And Haute Couture as an indicator of progress - new materials, new seams, new lines… Only expensive brands can afford to keep a staff of researchers, innovators, and thinkers. And the other brands copy, simplify, and produce for the masses.
Luxury as a concept is like a style icon. Everything stems from it. The designer dictates the beginning of fashion. Luxury fashion is needed to "formulate," to bring to life a trend, to launch it first in a narrow circle of those who guide the broad masses. Then the trend spreads like ripples on the water into all price segments.
Luxury, to those who love fashion, is work and life. Luxury brands are like influencers in their element. They guide everyone, dictate trends, and inspire novice designers and mass-market producers.
When you buy a winter coat from a luxury brand, excellent quality is almost always guaranteed!
For some, luxury is a status, but for others it means quality and durability. And it is true! The luxury segment is still always distinguished by its quality! If you buy a winter coat or a bag from a luxury brand, excellent quality is guaranteed! If you buy a winter coat from a premium-level brand, then the quality will no longer be the same: the seams can be poorly stitched, a hole can quickly form in the pocket, and the lining will be of inferior quality. A person who understands a lot about luxury goods will quickly see that the item is for the mass market.
Premium and luxury - the main thing is not to confuse the two!
It should be noted that consumers do not always understand the difference between luxury and premium fashion. Behind the first are unique items created by hand in several copies. In contrast, factories' premium items are designed for mass consumption. Their price is added up due to the brand's value. Luxury needs no advertising, as it is intended for a stable market of regular customers, whose incomes do not fluctuate in any way. High-income individuals consume luxury goods because they fulfill their dreams and satisfy their needs. Genuine luxury lives outside of fashion as well, albeit a little oriented towards it. Diamonds, furs, leather, and vehicles will always be relevant, especially basic models of the highest quality. Luxury doesn't need to be flashy to indicate the wearer’s wealth. In comparison, completely distinct categories of people consume premium goods. These goods are precisely what everyone strives for out of ignorance. Unfortunately, the price here does not always coincide with quality. People chasing luxury often confuse these two segments. Having received a coveted premium item, they are disappointed in its quality.
Brands constantly offer limited, niche collections and they are the same as mass-market productions, only in more limited quantities. Collaborations between fashion houses and more affordable brands are an excellent indicator of this kind of collection. When you buy something from this type of collection, you become the owner of one of 100-300 items at a considerable price ($100-800), but the item will be of average factory quality. There is no smell of uniqueness and status here, but you will be able to boast in front of your friends about your purchase. Following this trend of premium collections, large companies are launching second lines to generate revenue from quantity, not quality. Sadly, this is a trap for the unknowing consumer.
How to dress in luxury without leaving your home? Where to buy designer handbags and other lux options online?
If you are thinking about buying yourself luxury clothes, no matter a scarf or outerwear, you can do it in our store. You can even buy designer handbags online in our store! Our brands include Bogner and Philipp Plein, Serpui and Zilli, Joshua Ellis and Mantero, and many others. We are constantly expanding our collections of luxury items of excellent quality, and we understand that luxury goods are a lifestyle that does not strive for ostentatious luxury but focuses on comfort and authentic quality. Visit our online store and become one of them too!