If a person tells us from 1994 after 31 years, people will go to debt for Hermès, in the waiting list overnight to buy another similar phone like them already in their pockets (this time only is more expensive), or pay three times the amount of a pair of sports shoes that provide the same level of the Amazon shoes, and they will not believe us.
Because buying luxury goods, and psychology behind it, turned into a distorted and complex fact that is difficult to understand and even more difficult to explain.
But there is one thing that is guaranteed that the psychological play behind buying things is very expensive in a strong way, because why will the customer pass one thing but buying it for a huge amount?
However, there is hunting.
Luxury at the present time is not material or superficial as we think.
If anything, it is very emotional, personal and ambitious.
Many conflicts and arguments are the final idea we have in psychology behind high -end lifestyle options. Let’s divide them one by one;
Does luxury consumers see their purchases just products?
Ask a woman carrying Stanley what he is. 90 % chances are that they will say, “It is QUNCHER”. You could have said that she was carrying a bottle of water or stanley. But she told us that this bottle of water has a great ability to keep drinks for long periods of time. Thus, with one word, “Quencher”, she was charged with the product. The customer does this only when they are proud to buy them.
Young people, especially Gen Z and Millennials, feel a sense of responsibility towards the environment, their bodies, as well as others. Thus, they will not buy a product on the basis of the cost of this. Instead, there should be a “meaning” behind a luxury commodity, and only then you can persuade them to buy it.
In short, luxury products often sell these days because they symbolize belonging, identity, achievement and rebellion. When a person buys a luxurious product, he does this to satisfy or try one of these feelings.
4 The foundation stone for “Why do people buy luxury?”
Constitution buys luxury goods to feel that they belong to a higher position. The feeling of originality that develops when you want to belong to a place is very strong. Fake Rolex may seem just like the original, but it will never implant a sense of belonging to its owner, who will feel it when he buys a real luxury commodity.
identity; a lot Luxury brands have a distinct feature This gives herself to her customers as well. The safety of Tokyo, Emanjiri and the safety of Venice is not just 5 -star retreats. They are pure examples of respected luxury. The signs of the leather luggage they fly around the bags are not just an annex – people bring them together and show them proudly to say that they are one of the elite, the safety of the saboteurs.
Achievement buys a lot of people with luxury because they want to experience an achievement. A man in the thirties of 40 hours per week will work for 5 years in a row, only to provide a completely new Cartier watch. This desire to reward itself is to prefer the advanced consumer, which has an impact on the global luxury commodity market, which is expected to reach 369.8 billion dollars by 2030.
insurgency; Some brands use marketing strategies from counterpart to counterpart to enhance their sales. For example, many fashion experts believe that Labubu – The Designer Toy – is a rebellion against traditional luxury standards. Others believe it is a symbol of capitalism and fast fashion. Whatever the case, the gravitational pulling should be observed from Labubu – its social participation, comprehensive noise, and exclusive design as a master’s degree in how to sell luxury products by creating a rebellion.
The dark aspect of luxurious consumers
The most darker side, or we can say that the raw human aspect of luxurious psychology is that when people cannot buy a product, they yearn for it. This is why the average spending card in the United Kingdom has arrived 860 pounds sterling in December 2024Because even when people have no savings to buy luxury goods, they only buy them to prove that they are standing in a specific social pyramid sequence.
Logical options and purchase decisions are also affected by collaborators, celebrities and influencers, who create modern aesthetics that focus people on the least supportive ideas of society, and more on self -deliberations.
Therefore, at such times, what distinguishes the luxury brand from others is a deep understanding of its fans. If you know who is your audience, and why they buy, and how to communicate with them, you can build the IronClad brand rapprochement over time.
conclusion
Luxury may seem irrational these days. But if you plan hidden consumer preferences, you can raise feelings of belonging, identity, achievement and rebellion, which will take your brands to the highlands that you have not reached before. If you want to carry your brand an emotional echo, you are not a pioneer patience. It takes the real consumer loyalty time, consistency and patience.
Yes, sometimes, brands use peer pressure, velvet rope, and other strategies to attract customers, but as long as they make them happy, do not harm others, and the planet, why not? After all, the luxury has always been a play on the emotions and desires of human beings.
