Sunday, January 29, 2023

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    The myth of luxury goods

    Luxury goods are items that are worth more (to some) because they cost more.

    The cost itself is the benefit that is being sold.

    There used to be a correlation between superior performance and price. In 1900, an Hermes saddle or a Louis Vuitton trunk was arguably better built for the work it was put to.

    Today, though, a more expensive resort, bottle of wine or article of clothing is likely not the item of highest performance. It is simply a symbol that the purchaser is happy to understand and perhaps show off. Poor performance might even be part of the value proposition. Not only can you afford to pay extra, but you can afford to pay extra and have your feet hurt as well.

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