Fake Luxury
The word luxury has long been associated with high-end goods and services. However, it seems that the term has lost some of its original meaning over the years. Today, many products and services are branded and marketed as luxury, even when, in my opinion, they don't truly meet the criteria.
I always come back to a couple of examples that hit home for me. One is the so-called luxury apartment or home builder. Many real estate developers and builders use the term "luxury" to describe their apartment complexes or home communities, but when you look closer, you realize that the luxury is mostly superficial. The public areas of the building or development, such as the lobby, gym, and pool, may be luxurious, but the actual apartment or home will sport the lowest end Whirlpool range and a dishwasher that sounds like a helicopter. It's important to remember that luxury is not just about aesthetics, but also about functionality, comfort, and quality. And those developers and builders that do offer a true “luxury” product will be sure to charge for it and that charge will be out of most people’s price range.
Another example of fake luxury can be designer goods. Many high-end brands charge astounding prices for their goods, but the quality of the material used to make them does not necessarily justify the price tag. Often, people buy designer products for the status symbol, rather than the quality or practicality of the item. Then these brands become so well known that they are copied and faked and sold from the back of a trunk on a dark street. The temptation sets in to buy one of these “hard to spot” fakes and let everyone think you threw down $3k for a purse. The problem is you know you bought a fake so you always feel a little like a pretender, so really….what was the point.
Now we have the concept of “quiet luxury” where brands and designers sell products of exceedingly high quality and horrifyingly high prices. These goods & services don’t rely on logos or flashy designs, but rather their stellar reputation and limited availabiity. These items are sold so that those “in the know” will know that others “in the know” will know that they know. But now that you know maybe you will want to buy that $400 t-shirt so that others will know that you know. Yeah…it’s a lot…I know.
So, what can you do to avoid falling for fake luxury? First, do your research. Don't just take a product or service's marketing at face value. Look for reviews, ask for recommendations, and research the company or brand's reputation. Second, consider the functionality and quality of the item or service. Is it worth the price tag? Will it last a long time? Will it truly enhance your life in a meaningful way?
Finally, remember that true luxury is not just about material possessions or superficial aesthetics. It's about living a life that is fulfilling and meaningful, with experiences that bring you joy and satisfaction. So, don't get caught up in the hype of fake luxury. Instead, focus on what truly matters and invest in things that will bring you long-term happiness and satisfaction. These days I’m much more about the luxury of experiences rather than things. I feel pretty sure that I’m not going to depart this world being too excited about my Gucci wallet, but I’m going to look back very fondly on the day we walked the streets of Madrid and found a really great artisan leather shop and bought 3 wallets for a hundred Euros and walked across the plaza and drank a bottle of wine while watching the energy of the crowds.
If you’ve made it to the end, thanks so much for spending your time with me.
Let me know what fake luxuries you’ve experienced in the comments below.
