The World Is Flat
Anything that can be bought is no longer exclusive. We live in a different time than the origins of these brands where the middle class barely existed. Money is no longer as exclusive as it was in the 1800s, people can now buy not only what they can afford but also what they aspire to afford. In the book The Millionaire Next Door, which examines the appearance of wealth versus true wealth, it predicts that consumerism will move into hyper-consumerism. Instead of buying out of need or pleasure, that people will start to consume just for the sake of consumption. This is highly evident on social media outlets such as blogs and YouTube. Hauls and newly styled outfits are the norm. People become more informed and aware of brands. The same money that is spent at Forever 21, H&M, or Starbucks is often pooled to make a purchase at Louis Vuitton or Chanel. It doesn’t matter the if the bag is canvas, leather or even unmarked like Celine, the knowledge that such a piece is considered fashionable and has a price tag levels the playing field. Knowledge and money are great equalizers.
The Reuters article states that “made-to-order concept is the ultimate luxury” and Louis Vuitton has created this option to suite “the needs of the sophisticated customers who know what they are talking about and own several bags if not dozens of bags.” I and many ladies on this forum fall into this category. If people who fall into this category of multiple bags from Louis Vuitton, target Hermes, it will have the same effect. Hermes will then become a common bag. It does not matter the brand or its quality. Exclusivity does not exist on a store shelf.