Luxury Regret

Luxury Regret about a year after you buy the $1,800 suitcase. baggage claim, watching it come down the carousel. because you had to gate check. While you stress just a little bit, I can really use an extra $1,500 right now. We call this THE RIMOWA EFFECT The most effective positioning of 2026 has become ANTI LUXURY Rimowa or Away? Sferra or Quince? Heston or Made In? And all this starts with the new millionaires. In a previous video, I mentioned how the world can't that America is 30-40K NEW MILLIONAIRES EVERY MONTH FOR YEARS producing 30-40,000 new millionaires every month for years. And they are buying found wealth. And there's ripple effects. Because they're buying and old money buying is now talked about and showcased extensively via social media, THE UNREPENTANT URGE TO FLEX influenced economy, because of all this new money LUXURY CONSUMPTION WAS NORMALIZED more people than ever post pandemic HAVE PURCHASED LUXURY FOR THE FIRST TIME to the Rimowa effect. The regret you feel a year after buying the $1,800 suitcase when you could have the $400 one because no one who isn't in the 1% can really justify spending that. It comes out most with Rimowa because size, the sheer amount of people and the reminder that it's kind of mid every time you travel. OLD MONEY NEVER THINKS ABOUT THE RIMOWA AGAIN NEW MONEY GETS REMINDED EVERY TRIP and the stakes get higher. You splurged on that AP, now it's a Swatch joke. Enter the era of the EDUCATED CONSUMER the teardown videos, the "made in factory TikToks. The cashmere grade explainers. Quince $50 Cashmere New Arrivals Best Sellers Women Men Quince's entire pitch is proving their same quality, italic. CONSUMER EDUCATION BECOMES CONTENT AND CONTENT KILLED INFORMATION ASYMMETRY information asymmetry was the business model luxury used to exploit the mind of the weak anti-luxury positioning is so When you hear LUXURY QUALITY AT NORMAL PRICES knows it could be real. All you have to do is DELIVER Luxury pricing was always a performance that required an audience that admired it. Social media replaced that with it. And this is great EVERY LUXURY $$$ IS UP FOR GRABS for builders because every luxury dollar is up for grabs. And good for the status symbol was finally not the most conspicuous of consumption.