This will help you make a sound and educated purchase
We usually get driven by the hype around a few brands that ace their social media game. However, each brand has its own uniqueness to it. When you choose a brand, it reflects your identity through it. Quite powerful isn’t it?
Yes, a brand speaks for you in its own defined language. So the next time you invest in a luxury buy, here are few tips that will help you make a more educated purchase.
“Own the brand, like it was made for you rather than letting the brand take over you”.
1. The brand personality game — each brand has an individualistic persona. You might use brands as a medium to express your self-identity. This identity can be either be an actual identity or a one that you desire for. Either way, it works as a reflective symbol of the self of the consumer.
Let’s ease out the confusion with a few examples –
People with personalities dominant towards classic, elegant, sophisticated, perfectionists are more likely to resonate with brands like Chanel or Hermes, but the ones who have a playful spirit, wanting to be associated with new luxury, new forms of elegance, presenting oneself to be highly creative would want to be part of the Dolce & Gabanna series.
For all the watch lovers -
Rolex or Audemars Piguet? Which one should be your pick? Rolex prides on its mechanical precision while Audemars Piguet is more artistic about their craft. People who want to be associated with a specific stratum to enjoy recognition would consider trying a Rolex. However, someone who wants to make an exclusive and more prestigious association– would opt for Audemars Piguet. They will have a willingness to stand out and make a unique statement.
Know which brand resonates the best with your personality.
2. Vintage, Classic or Modern buyers? — Every person has their own sense of style.
Some of us pride ourselves in having a finer taste for vintage luxury. As sustainable fashion becomes the new mantra, it also adds on to the value of vintage purchases.
Here are a few extremely rare and highly demanded vintage bags that you can glue your eyes on — Louis Vuitton Vintage Monogram Speedy bag, Gucci Vintage Micro GG Plus Crossbody bag, Prada Tessuto Cloth Handbag, Chanel camera bag, The Louis Vuitton Pochette Cloth Clutch bag.
Classic buyers are the ones who love to invest in timeless pieces. Designs that never go out of style. You just know they will be acceptable from one year to the next.
Lady Dior bag, Chanel ‘2.55’ bag, Hermès ‘Kelly’ bag, anything from Prada’s ‘Nylon’ collection, Fendi ‘Baguette’ bag, Dior ‘Saddle’ bag, Loewe leather-trimmed raffia tote, Gucci ‘1955’ horsebit bag and Celine ‘Box’ bag — all of these are pieces that would forever treasure style in your wardrobe.
Then comes my favourite category — Modern buyers. They are experimental, fun and have an eye for extremely cool and unique pieces. They enjoy the hype and hoo-ha over new limited edition fashion collaborations than when it’s just another plain and simple collection.
If you are one of them, you might want to keep yourself updated with all the recent brand collaborations and their limited “drop” collections.
Few of the most interesting collaborations in the past year — Dior x Rimowa x Dom Perignon, Giambattista Valli x H&M, Modern — Sacai x Nike LD Waffle sneakers, Tommy x Zendaya, Louis Vuitton x Supreme, Beyoncé x Balmain, 2018.
Recognize which category you fall into and then go hunting for the best available piece.
3. Luxury has re-sale value — unless you are deeply passionate about the ins and outs of the stock market, investments could sound boring. However, you can invest in fashion. Treat your luxury purchases as investments and assets. They hold resale value. You could consider replacing your purchases with new ones in the near future. Thus having knowledge of the resale value is something that you might want to consider.
Here are a few brands that could be a safe bet when investing your cash — Hermes Kelly and Birkin Bag, Kanye West’s famous Yeezy sneakers, Cartier Love Bracelets, Patek Phillip watches, Christian Louboutins.
Chanel’s iconic 2.55 handbag — first debuted in 1955 for US$220 (S$297), is now worth roughly thirty times that amount, and its value continues to increase every year.
True luxury’s worth increases over time. Doesn’t that make your investment worth it?
4. Know what’s making your purchase an expensive one — Whether it’s the quality of the leather, rare exclusive craftsmanship, made in Italy or made in France? What makes it unique and totally worth every dime? A little bit of research might help add value to your purchase. Take pride in it, as you then associate yourself to be part of the given culture and lifestyle.
Dom Pérignon Rose Gold (Mathusalem, 6 Liter) 1996 is worth $49,000, making it one of the most expensive champagne in the world. Only 35 bottles of the 6-litre gold-plated vintage rosé were produced. Its rarity defines its extravagant price.
5. Sustainability — the most important factor to be considered giving in to the current scenario. It is crucial we question how our products were made and what we consume. Check whether your chosen brand practices clean production and adopts a circular economy. Authentic luxury is meant to be sustainable.
Kering, the second-largest conglomerate, is one of the few fashion companies that have made sustainability part of its core mission
“Sustainable fashion is luxury fashion”.
Every luxury purchase makes a special one. It’s more about finding a little piece of you in that extravagance. The next time you indulge yourself into putting your hands on one of the exclusive pieces, I hope these points come handy.
Always make luxury experiential. That’s what makes it memorable.
