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The Mystery of the $2,000 Ikea Shopping Bag
Desirability of something is today decoupled from its price, and its access is decoupled from wealth. Instead, it’s coupled with social capital, environmental creds, cultural savviness, a story, belonging, and its transformative potential to make us better humans.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Throughout the history of human civilization, luxury was premised on being expensive, meaning it resulted from investing an unreasonable amount of work, material or other scarce resources into the making of a thing.
But today’s rich [...] wear $500 cotton t-shirts with inscrutable references and visual motifs pulled from a smörgås-moodboard that mak
... See moreWhen the prices of some luxury or prestige items have been lowered, demand for them has fallen due to consumers perceiving reduced cachet.