"LUXURY IS FOR THE POOR". I've Never Disagreed So Much In My LIFE.

Welcome to this new video! I've seen the "Luxury is for the poor" content circulating on social media for a while now and I wanted to delve-in and explore the topic!
I posted a community post last week and asked you all for your opinions, and to vote on what you thought. Watch until the end to see the results of the poll!
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WHY BRANDS GIFT BAGS TO INFLUENCERS
• Why Luxury Brands Gift...
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This video is not an AD/Sponsored.

[@kathynovotny4201]

The poor have a hard time buying food and keeping a roof over their head. People buy luxury because they can. Can the upper middle case afford luxury with the price increases? That’s the question.

[@mayak9110]

So true, i’m sick of youtubers or whomever say this. Poor people do not and cannot buy luxury even mid range brands let alone high end ones, why all this useless talk, I don’t get it

[@tuttuttut7758]

Yeah but you need to define poor in this discussion. To me it seems middle class. Because in the eyes of the wealthy we are the poor. If that makes any sense

[@seabreeze4559]

Exactly, they're warming over old notions of Social Darwinism, which are easily debunked. Historically there was always deserving and undeserving poor.

[@creator_wawj]

Maybe this has something to do with what is labeled poor by someone. Maybe filthy rich people would label middle class as poor or even upper middle class? I think labeling things like this is not good at all.Sounds snobbish

[@yestinymaryanna4]

i’m middle class i CAN afford the price increase but do i want to spend 10 thousand on a chanel? absolutely not.

[@kkat54]

Really poor people are more concerned about roof over their head and food on the table than buying a Dior handbag.

[@KezarSuttin]

*preluxs* bag collection and subscribers continue to grow. But somehow she remains down to earth, relatable, and real. that's why i'm still here

[@lhflh5565]

I think the majority mindset that people have is that we buy luxury to pretend and fit into a lifestyle that we cant afford and jeopardizing our finance in the process, while in fact there are SO MANY of us who bought it for our personal satisfaction, simbolizing achievement, and hobbies in general. TBH i kinda tired when people look down on someone who loves luxury and im sure its rooted down to their jealousy and insecurities. Do what u do, love what u love, enjot what u enjoy, as long as u are wise about it. 👌🏻

[@VintageonTap]

100% agree with this. When I bought my first bag, especially after coming up poor, I was so proud of how I was able to purchase it: through saving and purchasing responsibly. It wasn’t at all because of how having the item would be perceived or because I was insecure. It was totally because I loved the bag, loved how far I’d come, and I was proud to own something as beautiful and as quality as that piece.

[@gracem6943]

Amen

[@ModernVintage31]

It amazes me how easily people who have fishing boats, multiple children and a fancy new truck will accuse a woman of being snobbish, selfish and arrogant based on her handbag alone.

[@joyLoveC]

Well-said! 👍🏻👍🏻👍🏻

[@tuttuttut7758]

But isn’t symbolizing achievement an extension of status symbols and therefore fitting into a certain lifestyle though.

[@artsyhyd]

The real LUXURY in life is good health, peace, and life full of love. Not branded materialistic things.

[@charlottecosentino139]

this

[@livelovely4681]

Both are

[@artsyhyd]

@@livelovely4681 Nah, wait til u terminally ill, u dont need expensive bags, u need to recover and be healthy!

[@Newbounderies24]

I been in the industry for 20 years what I have seen is there are logo products for the mass clientele which I feel is essential to most house and luxury brands… and then there are the true luxury products for the super rich. It’s stupid when I see videos that say the super rich do not buy luxury because they actually do … just not what people think they buy. I use to help haute couture client order 43k dress at an haute couture house… and that was for 1 dress that was perfectly made to the clients measurements. These products are aimed to those who want exclusive items.

[@FocusthruandEvolve]

When I’m sitting in Louis Vuitton and Lenny Kravitz walks in to purchase loads of products, and then see a dumb video about LV not being purchased by the wealthy I just giggle and roll my eyes.

[@VegaChastain]

In my experience with underprivileged people (when I was young I WAS poor, and in my adult life I worked with, helped underprivileged a lot) I have to disagree. Poor people in general don't have *any idea* about luxury, and don't care about it at all. Even most middle class folks have no idea how much these items cost. Sure they know what Gucci is, and maybe Dior, but ppl who haven't been exposed to luxury think an 'outrageously expensive' bag costs about $500 or $1000, and have no idea that the clothing is even more, or *much more. I personally got into luxury b/c of the quality, and long-lasting value. It's true, some of it is overpriced crap made in China, some of it is real quality and lasts for decades.

[@LMD40]

lol your stupid if you really believe this

[@Julie-thestocktrader]

so right

[@TheSharna23]

I agree with you 100%. Truly poor people (and even most middle class) haven’t a CLUE what luxury goods are, let alone what they cost in most cases.

[@rubiirae]

​@@TheSharna23 the fact you're trying to lump poor and middle class people together, that's rich.

[@OsayandeOuinones]

i saw websites that *suluxs* that carry lv and chanel new collection! like exact blue print and looks like high quality too.

[@superbadgem2635]

I think brands target the middle class upwards. But social media targets the poor. Love the topic xxx

[@VivaSardina]

To be honest, once i started working at Nordstroms, i STARTED buying *suluxs* . These prices are crazy,Its rare for me to buy something full price anymore too.

[@lizniland1428]

It has always been the case.....luxury is for the middle classes because the rich don't care and the "poor " can't afford to care! Instagram makes it look like everyone has it!!!

[@kevinhsu8184]

Most luxury houses have two targets… aspirational middle class shoppers and truly wealthy shoppers. Take Louis Vuitton for example, you need aspirational middle class shoppers buying those monogram bags to give LVMH a baseline profit to jump off on. Then you have the truly wealthy shoppers that LV will spend decent amount of money to maintain. Those ones typically will spend 50-100k a year to achieve that VIC status which gets you Christmas gifts, invite to different local events, and opportunity to purchase rare items such as Air Force one sneakers. If you are spending at least 100-200k a year, then they will invite you to fashion shows in Paris, a visit to Asnieres, etc. Luxury houses do segment their clientele. They know which ones are truly rich and ones who are just aspirational. Luxury is definitely NOT for the poor since by definition, they can’t afford any of it. Luxury houses have better things to do than to keep the poor down. “Faux luxury” is offered to the aspirational middle class shoppers while luxury (experience) is never offered to anyone but the truly wealthy.

[@monicasanchezdetagle6725]

Best response here. I think you are right on mark. I would only add that for the new rich, or new millionaires, it is also aspirational to a point, it’s about the showing off what they can afford being made worst by social media. Old money and overall old breeding, doesn’t show off closets and collect

[@jayrody1845]

Hi Sophie, I just don’t know why people can’t just let other people be. Everybody is entitled to their opinion but I keep seeing and hearing that real rich people don’t buy brands it’s just poor people trying to look rich. I don’t think this is true because people buy what they like there are lots of rich people that buy LV, Chanel etc and some that chose not to as this may not be their thing. People should be able to buy what they like without being judged.

[@AdrienneMint]

But what you said in the first half of your comment is the truth. Poor people get broke buying designer goods they cant afford. Wealthy people are NOT trying to elevate their status by spending on the big name designer goods, much of the time. They KNOW they are rich. And they dont have to prove it to anyone or try to elevate themselves. Poorer people want to get “ status” with designers like LV and Chanel and go into debt to do that.

[@neebieslittleluxuries]

Exactly. People online who are saying what “real wealthy people” buy have no idea what they’re talking about. I know billionaires who are extremely extravagant and love their logos, and some who don’t at all. It’s so annoying

[@LittleMissDeeDee]

I think those people don’t actually know any wealthy people. It could be a cultural thing too cos in my culture rich people love to flex their wealth through houses, clothes, boats, diamonds, parties, even charity work.

[@neebieslittleluxuries]

@@LittleMissDeeDee same! In my culture it’s the same way

[@jayrody1845]

@@AdrienneMintI don’t personally know of anyone that has got themselves into debt to buy designer items. I just know people who have the funds to do it and they do it because they like to collect or just love the items not to necessarily show off. I also know of others who can afford it but like to invest in other things. Maybe it’s nothing to do with external validation maybe people do it because it’s something they genuinely like ❤

[@christopherfeatherley]

I don't think it's necessarily for the "poor" but rather the middle class and in between. While yes, the wealthy do purchase quite a lot, their single infrequently purchases and lack of brand loyalty makes it challenging to turn up a profit from the wealthy alone (unless you're Hermes and Chanel). The majority of a brand's profits come from their small leather goods, sunglasses, and accessories, which are usually accessible in a lower (still expensive) price point. For example, according to Cassie Thorpe, 60% of Valentino's sales are from makeup and leather goods alone. There's also a factor most people treat themselves to luxury goods once a year. I believe that makes up a big part of the market. There's a lot of factors into this. There's nothing wrong with indulging oneself in luxury so long it doesn't bring you into debt and you know your limits!

[@fishandfloral]

They are targeting the middle class, yet the continued price increases have shut out the people they are targeting. You have efficiently explained why luxury is in trouble.

[@lllllllllarose]

I disagree with the statement simply because I see a lot of really rich people hoarding Hermes/ luxury handbags...

[@Ulfscher]

People I know are actually upset by all the price increases. They can afford to shop, but it's getting more and more ridiculous. Luxury brands have always had a steep markup, we know that, but it's out of control now. Some people just don't think it's worth it anymore. Many simply feel exploited. The price increases are also a kind of vicious circle. If one brand ups their prices, other ones will follow - no luxury brand wants to be seen as a budget alternative.

[@Ms_T_Perfectly_Imperfect]

This is so true. I remember being in the store looking over the Louis Vuitton toiletry bag in 2020. I didn't pick it up then it disappeared online. When it re-appeared, it was _double_ the price because they added a strap! They were pissed because ppl were adding $20 straps themselves to save money.

[@dfwnovelista]

Luxury is not affordable for the impoverished. Upper middle class may purchase as a status symbol, but the target luxury market is not the underprivilegded or impoverished.

[@virginiachelliah1099]

Personal stylist here. The "rich" consume luxury every day (WHICH luxury type items [food, wine, clothing, accessories, etc.], however, completely depends on the individual, of course--as with anything else). The "only the poor buy luxury items" expression is a form of shaming!

[@justjeanette7588]

I don’t think it’s about been rich but rather fashion.

[@grassroots8165]

My thoughts exactly. I enjoy following fashion and dressing 'in style.' I want to have genuine pieces that I can style over time.

[@LittleMissDeeDee]

That statement is ridiculous and incredibly insulting to people who are genuinely struggling and can barely pay their way through life let alone drop hundreds and thousands on designer goods. Most luxury items are aimed at the middle classes and the exclusive items are aimed at those who are very rich.

[@Julie-thestocktrader]

it is insulting and this was not well thought through...

[@LittleMissDeeDee]

@@Julie-thestocktrader yeah, I am not fan of the “poor people try to prove that they’re rich” discourse. It’s insensitive and incorrect. I don’t think people who say this have actually witnessed or experienced real poverty. No one struggling to put food on the table or pay their energy bills are thinking about buying luxury items. That statement sounds classist and prejudice.

[@ike3538]

I think luxury designer is more targeted at first generation 'middle class', who are maybe the first to come into money in their family and have a want to prove that they are doing well due to their/ their parents past experiences of experiencing not doing so well - it's almost to make up for those experiences

[@ahoneyman]

I work as a CPA. You'd be amazed how much of people's tax refunds go toward luxury goods. People on food stamps wearing real Chanel or LV? Yep, definitely seen it.

[@carriem08]

Exactly! In California this is so common. These are the people on Food Stamps. If people really saw the number of people who have designer luxury it would probably change their mind.

[@LisaCulton]

Why not? If it's a refund, it's their money and they can use it however they want.

[@LisaCulton]

@@carriem08 Change their minds to what?

[@SummeRain783]

I have loved and admired luxury even when I had no money to buy it. Now that I can afford it, it gives me so much joy to buy those once “dream bags, dresses, etc.” into a reality. I have also always been very subtle so I dislike too many logos, etc. However, I don’t think everyone who likes logos and monograms does it just because they’re poor and trying to show off. Some maybe have a more “over the top style” and genuinely like being covered head to toe in a Gucci monogram. While some may do it to show off or pretend they are something they are not.

[@emerybayblues]

1) some logos can be subtle if they are tone on tone. 2) I’d take someone who carried a logo 👜 who had their own mind than some sheep who carried a “luxury “ brand 👜.

[@ThekimG313]

Good topic Sophie. I was raised by women who were seamstresses in my family who taught me what quality of the garment to look for and I’d learned from childhood experiences what luxury meant. I personally will spend my money on luxury items that I love and know will last me a long time. So many stores in the mall have cheaply made items that will only last for one season and are up charging as well! I’d rather buy something that will last for years and look amazing and also not see everyone else wearing the same thing!

[@jvnd2785]

The question to ask is: what do poor people buy? Now, I don't mean how much it costs. I mean, how much human value is there in the products? Most fashion- that includes luxury brands- is manufactured. Humans are being paid preciously little for the work they do and machines do most of the work anyways. Yes, even the leatherworkers in Ubrique. They- as the ultimate makers- cannot even decide what they want to make. They make copy after copy of the SAME products, day in and day out- it's a monotonous, almost robotic job. That's why "luxury" fashion IS cheap: anybody with the budget can get the same bag as Mrs. Jones and be the same, dull copy of Mrs. Jones. Every single luxury brands customer is buying into the prospect of having something unique...but in reality, they all buy the same stuff. That's not the definition of luxury. Luxury is when you can come to a designer/maker and say "i want this item to look like this and this and this" and he/she will produce a one-of-a-kind item just for you. Luxury is when you do not look a like a copy of Mrs. Jones.

[@haute03]

I think the term "poor" is starting to be used in reference to a struggling middle class that is also rapidly disappearing. I've seen so many videos titled "Doing XYZ Keeps You Poor" on this platform when what they really mean is "XYZ Prevents You from Accumulating Wealth/Becoming Financially Independent."

[@trashpageant7861]

It’s silly that all these comments are trying to conflate the two. Someone said “an impoverished person is not buying luxury”. Lol no duh

[@charlottecosentino139]

my exact thought

[@natasn7500]

like McDonald's biggest margin is on Coke and sauces, luxury giant aren't making fortunes not on bags, but on small leather goods, perfumes (!) and makeup! Because it let you set a foot into upper class, you own the brand stuff, it's still DIOR or Chanel - they are not for rich, they are for someone hoping to become rich! My first perfumes were luxury, then make up, before I could afford any bag. "Perfumes and makeup" is like mass market for extremely rich people as I think they go for more exclusive niche brands - my assumption, I'm middle class, victimized by ad's and brands)

[@HoneyLove77]

I don't think it's the "poor" I think it's the middle class they want to wear it. Idk why people think its targeted. However, now the luxury brands are letting the middle class know they don't want their business! I think the message has been received loud and clear with their outrageous prices! Lol!!

[@panazofrantzi]

Well, I personally think that luxury is all about exclusivity. About feeling special. It doesn't matter whether the comparison is economical, sociological, or "fashionable", but the goal is always to stand out from your current circle and join the "exclusive crowd", a different world where you are treated differently and feel better about yourself.

[@simonecromer6840]

Great video. I grew up poor and only dreamed of one day buying luxury items as a way to confirm that I was middle class. And that is my station in life at the present, a middle-class single woman. I fancy Chanel the most and bought a mix of pre-loved and new Chanel items. I buy it for me, and I wear these items when I go to special places.

[@rhonnelsimms6550]

Let people wear what they want w/o judgement. Looking good is inside out and “luxury” is a Divine concept ❤

[@jamielonghurst6373]

Great topic, Sophie! IMOP, the target market for luxury brands, is the young(ish), aspirational, middle class with a bit of disposable income. Many years ago, I was a struggling single mom, and the last thing on my mind was an LV Neverfull. Each month I would try to squeeze out that last penny just to get the bills paid. Now, I'm 65 and, thank goodness, financially secure. The marketing campaigns are sure not targeted at me! When did you last see a mainstream luxury brand marketing campaign feature a gorgeous, wrinkle-faced older woman (or man)? Even though one would think that most of the people who HAVE the money to make luxury purchases are those in a more mature age group. We've earned and saved and now, hopefully, if we're fortunate, are able to afford those kinds of purchases.

[@CrLove12]

I believe the marketing targets people who love fashion regardless of their income. There’s people who can afford it but have no interest in it and people who can’t afford but also wouldn’t buy it if they could. It’s not about the money but more about personal interests.

[@harrytaylor8759]

I think you’ve summed it up better than anyone else, COMPLETELY agree 👍🏻

[@kiran-bilal]

Some people buy luxury items for the experience NOT to look rich

[@love3V07]

I always say, my luxury items are not to show off. It's for me, for my own self love. When I am wearing it, it's not for you. It's for me, to feel good/better for me. When I have a friend who can afford one, I celebrate it with them. If they can't and wish for one, I help them manifest for one.

[@cheyenne7982]

I agree that luxury is for the middle class. If you look at the history of a lot of big fashion houses, they used to serve the "royal" class but with the rise of industrialization and merchants, the better demographic to target became the upper-middle class as they had both disposable income and a larger population size. I don't think that's changed much today but there are plenty of luxury items priced towards the lower-middle class (belts, wallets, etc.). In terms of whether it's truly for the "love of luxury," I'm calling BS unless you would be happy buying that same item at same price without the brand name attached. This holds true for very few brands IMO. Like you mentioned, prices have gone so high that these "luxury goods" are now competing with even higher status assets (cars, down payment for house or even second home, etc.) People with the money are likely to choose the thing they will use more, rather than a luxury bag they might wear (optimistically) 10x a year. The true test will be if Bernhard Arnault remains the richest person in the world.

[@premeyumlife443]

People should buy what they want & love. Wearing big logos depends on how people feel that day. Maybe it’s a splashy logo day for a cheer up. 😄 thanks for sharing my lady. 🙏🏼❤️😘😘😘Sandy

[@SummeRain783]

I completely agree. As someone with a generally very understated style, I somehow really love the iconic Versace baroque print. I am sure on days I decide to wear my Versace out, I get judged a fake lol 😂. I still wear because I wear what I want and love but it’s just such a silly generalization to believe that anyone who likes something with a brand print/logo is somehow pretending or showing off.

[@PurseTrippin]

I am a purse addicted middle aged woman who was raising my 3 childeren on 1 income. My husbands income. I would have given a kidney to be able to have been able to afford a hight end luxury bag. My children are grown, I now own my own business and could afford any bag my heart desires. High end luxury is my least favorite now. I refuse to shop new and especially new luxury.

[@jhoycelynhalonen]

Luxury things are for every as longs as you have money to pay it.😊

[@imiramoreno8053]

I love luxury and have acquired quite a bit over the years and it’s not because I like to show it off. Sometimes I’m a bit shy about it tbh. I’m not a rich person and I think I just buy it because I love it .. but it can be a trap if you’re not wise with money.

[@MilaN-lt2mq]

This is my take on the subject: luxury brands target people who came from nothing and made something of themselves, and now they want to show everyone that they have made it. People who are born into wealth do not buy those things. There are some exclusive brands in France and Italy where truly wealthy and "old money" go for their clothes and bags. You won't see any branding there. Hermes used to be such a brand many moons ago, but not now.

[@c.m.7734]

I know a LOT of people born into money , and yes they wear luxury brands. Generalizing with broad strokes, doesn't make it true. I spend winter months in Italy, and my Italian cousins, all older, very well off, wear Fendi and Gucci.

[@Natalie-tf1ze]

@@c.m.7734agree. Many of my uni friends were crazy rich asians who were born into wealth, and we frequently shop across all the Lux shops in Chicago

[@ThekimG313]

Branding is on everything. If you know,you know. Don’t think that rich people don’t wear branding because they do.

[@haute03]

@@c.m.7734 Very much this. The whole "true old money wears X thing" is such a farce.

[@gwendouglas4440]

Lady Diana wore dior.....

[@joannasliwa8147]

Hi Sophie ! I have a few vintage Chanel handbags and some time ago someone said I had bought them because I coulnd't afford a new one ( obviously more expensive ) . I could have bought a new one but I prefered a vintage stunning quality over newer versions . Maybe today lots of people don't care about quality ( = luxury) and only enjoy designer logos . Loved the topic 😀

[@aokiQ]

Definitely heard that one before, also a rich girl once told me ppl are crazy about chanel minis because they can’t afford classic flap lol I buy new and vintage because I love vintage , there are well made and sometime with unique styles and features , also better quality too

[@cocolimecream]

I've met a few multi millionaires in my 35 years and they are the most down to earth and not luxury obsessed people. They have nice things, nice cars and nice houses but they're not constantly seeking bigger and better.

[@Laura-gr2re]

A subject that I have thought a lot about since I love luxury bags and none of my friends do. They think that I am crazy to spends so much on a bag. 😄So why do I love it? My conclusion is because I love the way it makes ME feel, not what others think of me. Most of my friends have no idea what designer bag I am wearing. I have almost completed a my collection (2 more bags to go) and then I "hope" that I am completely satisfied with my collection. I always love your discussions!

[@elisabethherrnhofer1097]

I think we have to define the word "poor". To me a poor person has trouble to pay bills, buy food, survive every day. If for someone poor is a person who buys luxury I suggest to go back to school and start all over again.

[@crissyleenoble6080]

Exactly, I would really love to know their definition of poor because actual poor people are not buying designer.

[@Kashanka23]

Middle class will shortly totally disappear with all those prices increase..

[@llaurallea8281]

Thank you Sophie🙏. I agree that the marketing is aimed at middle incomes and above. I’ve have had points in my life where I had very little extra spending money and at those times I loved design and style, but I didn’t even consider buying luxury. Currently my situation has improved and I’m interested in pre-loved luxury for items I’ve admired for a long time. It’s not to prove my status to anyone.

[@StyledByGwenny]

Great discussion, Sophie. I'm constantly hearing "poor people do xyz", "rich people do xyz". 🙄 The only ones who know what and why anyone is doing xyz are the ones doing it! ✌🏼 I do agree that the target demographic is middle-class. Have a great week! 😚 x

[@LenLen-mj2vk]

Love the topic. ❤️ i love all things bright and beautiful. 😂 Just be happy for everyone. Every person has a different taste and goals.

[@lindamurphy3969]

I have a friend who has a son going to a school that is in a wealthy neighborhood. She bought a Fendi leather bag on credit card to feel like she fit in. She really couldn’t afford it and the interest will make that bag so much more expensive than the price of the bag. She’s so nice and everyone loves her. She would have fit in anyway.

[@matrixpingui]

Wonderful video and lovey topic! BTW where is your necklace from please 💗

[@Debbiesdilemmas]

Sophie you are so right about how you are treated when shopping. I was at Holt Renfrews (our Canadian luxury department store) once an SA commented on how she loved my bag. I was honestly taken aback as I had forgotten what bag I was wearing and had to look down. As I don’t have a huge collection and at that time maybe only a few luxury bags it didn’t occur to me at first. The staff especially at high end stores do take notice. Could they make a sale or are you going to waste their time. It’s sad and wrong but it happens.

[@barbwinkler2291]

I believe the luxury brands are targeting upwardly mobil middle class individuals-people who can afford the products and who aspire to the better things in life. That being said, obviously people who don’t fit this profile also want designer products.

[@kazaabitboll2026]

Part of the allure is the fact that 95% of the world can’t afford it. Part of it is quality. Part of a purchase is status. Often the design, cut , fabric and fit is so superior, particularly with clothing such as a cashmere Valentino coat I bought in London 40 years ago that I can still use. Luxery is often, longevity. Vintage Luxery that you bought new is the best.

[@neebieslittleluxuries]

The people obsessed with what “real wealthy people” buy are far too concerned with what wealthy people buy without even knowing what is being bought. It’s funny people think the “poor” can even afford to think about spending upwards of 3k for a bag….listen to how that sounds. Insane. In fact, luxury brands like Chanel are more concerned with their VVIP clients who are spending LOADS of money. I think luxury does target middle class, however I think the idea that wealthy people don’t buy logos is insane. They buy them, more than most😂! The conversation is so old and boring at this point to me….i wish people could just buy what they enjoy!

[@harrytaylor8759]

Completely agree, well said!

[@S.C-]

Those comments you read are spot on. It’s funny because when you finally get to the point where you can afford to just go purchase luxury items you would rather invest the money Also middle class is becoming poor here in the United States :(

[@janelithgow7727]

Interesting topic! There is another theory that says that our shopping behaviour is influenced not only by the item but by the shopping experience, that we get a dopamine hit from the process of acquiring the item as much as owning the item itself which is why that whilst we agree in theory with sustainable fashion and only having a few good things that will last, we have to keep getting more because of how good the getting feels. `~Luxury shopping gives that wonderful feeling so instead of saying, 'i have my Chanel bag thankyou - i never need to buy another for the rest of my life' you start saving up for the next bag.... I agree with you that the middle class is the target community.

[@LisaCulton]

I buy it and wear it because I love it! And, I didn't start buying luxury items until I was long earning a high income and had financial investments, properties, children, and all of that. If someone thinks that I'm poor or I don't have savings because of how I dress, then that's their own personal problem. I always had style and dressed well, but now I'm on another level.

[@phantomthread4385]

Did anyone see the mayhem of the Versace sample sale in NYC which got shut down? Bet you a big demographic were those wanting to look luxury.

[@nathalieduran7355]

With the cost of living crisis the poor are now destitute and the middle class are the new poor. That is one of the reasons why luxury companies are seeing sales drop. The middle class are being squeezed from every angle and luxury is the first thing to go when you are starting to struggle and juggle money to pay bills.

[@mandyshangalang1398]

I think there’s a third category and it’s those who want quality items, like to look polished, seek out comfortable fabrics and consider longevity to be important, regardless of wealth and class.

[@lovinglife419]

People are more obsessed with class than they realize. Either they're obsessed with the rich Or they're obsessed with the poor. And worse, folks are obsessed with others' choices. I really think none of it matters in any way. I know a few wise people, who say generally, ' if you can afford it, you enjoy and use it, great. Don't regret and move on.'

[@susanfabcheung]

Hi Sophie, you are spot on in your explanation about luxury shopping. ❤ I used to enjoy buying a luxury bag or so because it was a treat, but after these major price increases and some horrible sales experiences in the “H” and “C” shops, I’ve totally lost interest. Prefer to buy good quality products at good prices in friendly boutiques 😊

[@rebeccamullan922]

Hi sophie, Mum and I are just back from shopping in harrods all day. Although we did have an afternoon tea as well.

[@dolledupbyj]

The rich charter a jet or spend $100k on a trip without posting. Middle class buys LV monogram t shirts. The poor are just trying to pay their bills! Great topic.

[@Robbie_LeMeow]

👏👏👏👏 Thank you Sophie, great post! I participated in the poll, and I know that I agree with your perspective here. I am very middle class, and live in a middle class suburb that is well know for it's vineyards. We do have a Coach boutique, and a high end department store outlet. I have yet to see anyone carry a Chanel or Hermes or Dior bag. Lots of Coach leather for sure. The majority of people in this town are super low key. They spend their money on travel, recreational vehicles, boats, quads, jet skis, and motorcycles. Somewhat on cars as well. A lot of Teslas around here. But alas, no Chanel. No Hermes. 😉

[@BuyLessJess]

I can buy anything that I want, but only because I don’t.

[@ekaterinastacey3132]

I agree that a certain category of luxury is aimed at the middle class and I believe, in the majority, it's aspirational. I also believe that celebrity culture and social media have really ramped up that category of clientele in the last 20 years

[@ladyjnatashabeverly]

I have a comment on this. I worked for a luxury American handbag company and cosmetics at Neiman Marcus. Fashion companies have secondary labels and clientele for each line of handbags that have a mass broad of appeal, I believe some low income would like to level up and have that great bag to be a goal for them, of course not all low income earners care about fashion or the luxury leather goods. Additionally the wealthy absolutely purchase luxury , and some don’t care about fashion. Please consider keep that everyone’s taste, style and image differs based on lifestyle. This is an interesting topic.

[@BeachKokomo]

❤ Your analysis. It’s quite simply a mixture of the appreciation of beauty/quality & social signaling. Different people have different ratio of either.

[@rosegreene3446]

SOPHIE! I really like the denim Dior Gauchos. Do you you have any thoughts on that bag?

[@czarnadalia4523]

Two things come to my mind: 1. Definition of "poor": I suppose we don't talk here the real poor, struggling to put the food on the table. We talk about people with some money, who go for luxury INSTEAD of paying off the debts or saving for something more "reasonable" like a car. I see and know some working class young people, still living with their parents, spending on luxury t-shirts or belts. 2. Aspiring to upper classes always existed, 500/300/100 years ago as well. The difference is in accessibility and exposure. It's relatively cheaper for an average person and everywhere on social media. I'm from Poland, we have particulary no luxury stores (just two or three in Warsaw). Medium wages are also lower than in the "old EU". As a consequence, we hardy ever wear luxury, you don't see it on streets very often (who knows, knows) ergo there's also less pressure to buy. Those who can afford luxury, go shopping abroad.

[@FranciscoCruz1987x]

Poor people loves to wear fakes to pretend they are rich. People who buy originals is because they are into fashion and they have money to spend. When i see big logos in the street I immediately think : it’s a fake.

[@dawnmmenorias]

this i am “guilty of” because my interpretation of “a luxury designer items” are to Showoff and make them feel i have the “Money” Then when the History of Coco Chanel resonates with me i purchase my first Bag because of the History and Craftsmanship. now im almost 40, my taste with Fashion and Craftsmanship goes with “Sain Laurent” and when i read “The World According to YveSaintLaurent” it also Resonates with my soul. now i have my Loyalty with this two brands not because of “Showing off” is because my personality reflects with this brand. i am more careful about how i spend my money with this designer brands, and used then for the next 5-10 years. Enjoy Them and Pass it on,

[@keemiel4005]

I think there’s a large portion of luxury customers who grew up poor or underprivileged and once they gain access to some money and/or credit they reach for luxury fashions for validation and to be seen differently than they felt they were seen or treated as a lower income person.

[@evamin24_63]

I think i agree with you that luxury is geared towards the middle class n their 'dreams' of making it. I think people should worry about themselves n not what others think, but most do care what others think of them. I know i personally buy what i like, not what i think others like..... Have a good week. This was a very thought-provoking topic 🎉

[@nataliamendel4872]

I agree with you! But I just wanted to add that I know there are very wealthy people that also love fashion and love to show off. They don't need to proof anything to anyone but they wear what they want.

[@lillygirl7238]

Agree. It’s all about the Benjamin. Luxury companies want your money regardless of who you are. You have the power of choice so buy wisely. 🐰

[@sondrahannan]

LOVED getting your marketing expertise here Sophie and I totally agree with you that luxury is marketed towards the middle class. Great video!

[@zouzoudeparis1354]

When you are poor you can not even dream of wearing counterfeit articles, it is too expensive.

[@YouTuber-vy7hq]

luxury brands make the vast majority of their money from perfume, cosmetics, small things.. the middle class items. so even if they're marketing bags that middle class people can't afford its still targeted to get them to go to Macy's to get the Chanel #9 bottle not to go to the Chanel boutique to buy a bag.

[@grayace4556]

I think it's a mix of both. If people can't afford it, they buy fakes to look like they can. If I had the money, I'd buy only what appealed to me. Here's the thing though. With clothes, it's designed for people size 12 or lower. Clothes that are high quality and designer are not designed with large people in mind. I am very plus size and I eventually aspire to wear designer, but I can't because none of them design for plus size bodies and it sucks!

[@flohough1870]

YES! What is with these companies that stop at size 12?? That drives me absolutely nuts. I don't think of 14 as being Plus Sized either!

[@shannonrolfes5171]

I think it's targeted to people who associate their self-worth with luxury or status. For example, someone believes, "I have a Chanel handbag, so I've made it." They may feel, consciously or subconsciously, that people will perceive them as air quote "More _____". People who love luxury and a specific brand will be loyal. The companies always have them as a customer provided the style AND quality remains. This is in NO WAY SAYING that only insecure people buy luxury. I do not believe that at all. However, I do believe all brands, high and lower, take advantage of the internal need for acceptance. Thank you Shophie!!!

[@llaurallea8281]

Oh! I keep forgetting to mention that your features and hair and figure remind me so much of Monica Belluci💕 🤩! especially with the last Fendi top you showed us.

[@noworriesxox]

My bags have been my “friends” collected through the years- when I worked two jobs to purchase! I now only have one job so I don’t purchase bags anymore and have moved to fine jewelry, but I love my collection of bags when I got them since the prices are crazy (even for a lover) now lol.

[@IJENELLE1]

I can’t answer for the rich or the poor but I can answer for me… I love luxury goods in most cases the quality and craftsmanship are definitely worth spending more on. As the more cost effective options don’t last as long. Most of my luxury purchases look just as good as they did when I purchased them even with years of careless use 👜

[@mailimarkvardt1149]

That's a very interesting topic! I don't know the answer but I don't think I would buy any of the "designer stuff" - because this somehow attaches a price tag to my person, and I don't feel comfortable with that, never have. However I know for sure what I WOULD do, if I had lots of money to spend. I would hire and commission (local) designers, artisans, craftsmen to create one-of-a-kind dresses, coats, bags, shoes etc exclusively for me. This way I can get exquisite quality, pieces according to my taste, created with ultimate care, professionalism and skill and also know that creators are paid what they are worth. This is something that I dream of. This does not mean that I don't enjoy other people buying, unboxing, reviewing these items. I definitely do enjoy these videos because I love design!

[@suzannehall5200]

I can only speak for myself. I love luxury. I haven’t always been in a position to afford it but during some periods of my life I have been. I wouldn’t have a clue if brands are targeting people like me. I suspect some are only interested in their products being seen on the rich, yet others don’t care about where the money comes from as long as it keeps coming in.

[@Gemini530]

No one should care about what other people think. I have nothing against anyone buying luxury bags for whatever reason. There's nothing pretentious about it all. The only time I'd say it's pretentious is if you buy fake ones. We all enjoy flexing what we have, whether you're rich or middle class. If you can afford it and if owning luxury items make you happy, then who cares what other people think. Because those who truly don't care about it won't even think about it or notice what brand you're wearing. Those who notice and have something to say about what brand you're wearing only mean that they are brand conscious themselves and are either jealous or bitter.

[@user-nn9bk4ur3x]

This is probably one of my favorite videos. Thank you Sophie for sharing your thoughts I did not have a lot growing up , but saw luxury in magazines . I remember dreaming one day of having luxury items. It was one of my motivations to better myself. Now i can afford it and I buy it. Yes, i buy chanel from the boutique even after price increase. I buy what i like and thats it. I thought about preloved, but afraid of getting a super fake and im a bit of a germaphobe Who knows what the pre loved bags went through? I can’t sanitize a leather bag 😂 Its not for showing, since I rarely wear my chanel bags. My daily bags are from lv. But i love chanel. How can you explain love to someone else?😂 If someone thinks im poor for wearing chanel, im ok with that lol Why are people so mean and nosy ? We should let other people be. Everyone has priorities. If a girl dreams of her first luxury bag and she gets it. We should all be happy for her. Its her money and she has the right to do as she wishes! Oh what..,. According to people only billionaires should buy luxury? People love to give opinions no one asked for and judge. Thank you for the video

[@starz0120]

I agree with you, Sophie. They are targeting the middle class.

[@CallmeCalypso]

Interesting topic! I don't think luxury is necessarily targeted towards the poor, but the dupes are accessible to them. I personally don't have a ton of money. But I work alongside people that are fairly well off. I have bought knockoffs and dupes of things to keep up with the Joneses.

[@Lifeisapartydresslikeit]

Love this video Sophie - thank you! 😊 Designer items are for the people who like it. I don’t know why we spend so much time on this topic. The stars wear loud labels and no one bothers them but as soon as the middle class buys it you call them poor?? How does that make sense. Truthfully, the middle class are the ones making these companies profitable. Buy what you like. It’s your money. You can die tomorrow. Luxury is for anyone who likes it!

[@stephdooley4056]

Have just seen this video. Bicester village was designed for the Chelsea and Kensington mum to go to for a day out and by luxury goods at a lower price. The idea, was inspired by large similar places in the US. Parking spaces were designed wider than the average for the Chelsea tractor! So bicester was originally designed for the upper middle / upper class. Just wanted to add my comment! Love you videos xx

[@heartgirlsays]

I buy, when I can, simply because I love what I’m buying.

[@nancymensah9194]

Comments like those are from people who have a problem seeing that those who they considered common are also able to afford and get stuff they once did. It’s just so they feel better about themselves. If you love your understated luxury that’s your style and have no right to comment negatively on someone with the “loud” luxury. These people have the problem

[@adrianna.adrianna]

Sometimes I ask myself why do I buy luxury. And I don’t know the true answer to this. One could say, I buy it because I can. But maybe there’s more psychology behind it that I’m not fully aware of.

[@shanellb.197]

Aspiration, for those in the lower class is inherent. Companies don’t need to market to them as society in general tells them they loud and clear that they need to “do better.” I have a few luxury items and am looking to add more, not to project an image or out of passion for designer brands, but because I like for my stuff to last! I have a few cheaper bags that are fraying on the straps, the hardware is wearing down, etc. I can’t stand that lol. I am willing to pay more for a more premium product that will, hopefully, last me a lifetime.

[@user-lz2ii2ev7f]

I agree with you Sophie 100%! The middle and upper middle classes are who they really target. I can tell you as a person in the upper middle that those price increases have put me off. Now I have a collection of around 50 bags. Mostly lux with a few (6) contemporary brands sprinkled in and I just added those contemporary bags last year because the lux designers have priced me out and quite frankly pissed me off! Now I am a big age…over 50…with a $1.75 million mortgage paid off.(I’m only sharing these numbers because I think it’s important for people to understand that we in the upper middle are still price conscious because most of u came from nothing. We went to college, worked hard, saved our money, and yes we do like to flex a logo every now and again. I have 7 figures in my portfolio but am no longer comfortable forking over an average of $4-5 k for a lux bag of basic/good quality. These lux houses have really pissed me off. Tanner Leatherstein really helped put me over the edge with these lux designers over priced bags. I have been shopping vintage Chanel and Hermes and prelove. I Won’t play the Hermes game and would never buy a Chanel newer than 2017. I’m not saying that I will never buy in boutique again..in fact I did pay full price in boutique for a Gucci bag but that bag was under $2,500, a new model and not available on the pre-love market..but I really fell in love with that bag and waited 3 months before I pulled the trigger on it because I wanted to be sure and I was hoping I would find it on the pre-love market but did not. (Who doesn’t love a bargain!) BTW those 6 contemporary bags were not cheap at an avg price of around $750. The Lux houses better figure out how to get back down to the $2,500-$4,000k range or they won’t see very many $$ from me! Great Video Sophie….you should share this with your insider friend.

[@qwertyyxoxo]

Thanks for sharing!

[@annestancil7214]

Such an interesting topic! I think motivations vary widely for luxury purchases, and can only speak for myself, but I'm guessing I share these motivations with others. I live in the States and consider myself upper-middle class. I'm a small business owner and I do have quite a bit of financial freedom, but still have a mortgage, debt for my business, etc. I buy luxury for the quality, history and beauty, and I would be lying if I said it doesn't make me feel special and good to wear. I have a particular love for jewelry. I have aspired and worked hard to be able to purchase certain things and I'm unapologetic about that. I do think, however that there is an element of our culture that puts too much stake in material goods and not enough on true luxury--time with friends, family, health etc. I do try to be smart with my shopping and spend for true quality, not the label. Some things just aren't worth it in my opinion, but when you feel the difference and quality of a well-made bag, pair of jeans, pair of shoes it makes it worth it for me. Doesn't have to have logo on it, just the time spent in the craft of the item.

[@EspeFam]

No , luxury is not for the poor , they ‘re even don’t go in to the store how much more buy one . Luxury items are for middle class who love quality products that last

[@deebee192]

I very rarely buy new these days, my favourite brands now release poor quality products. It's really sad when a superfake looks better than the real thing.