“Luxury is for the poor”
I first heard this statement in a YouTube video about luxury consumer behavior, and it stuck with me all day. It resonated because, in my experience assisting both the very wealthy and the middle class, I’ve noticed a clear difference between them. The middle class, with stable financial means, often wears logo-heavy pieces from luxury maisons such as Gucci and Fendi. The bigger and more recognizable the logo, the more proudly they display it, essentially becoming walking advertisements that promote these brands for free. This kind of “influencing advertising” has been around long before the internet or social media. If you knew, you knew, and owning luxury labels was a way to flaunt membership in an elite status.
In contrast, the truly wealthy—often born into generational wealth—wear understated items from prestigious brands with little to no visible logos. They might repeat outfits, focus on quality and craftsmanship, and value the experience of acquiring these items over broadcasting their brand to the world. For them, it’s all about the subtlety and exclusivity that separates them from the logo-focused crowd.
A wealthy individual is purchasing not just a product, but a process and procedure—a service that offers them an experience. This experience benefits them by solving a problem, enhancing their life, or adding value to it. For example, if they are invited to a major social event where they’ll see longtime acquaintances from family or business circles, and their personal style is more relaxed, they might prefer comfortable attire. They may choose Brooks Brothers or another bespoke maison, knowing their needs will be met and personal details noticed. The shirt will be made to their exact measurements, the trousers tailored to the perfect length, the colors chosen to their taste, and the fabrics selected for comfort. Throughout, their name will be used, and perhaps their favorite drink or snack offered. Their visit will be uninterrupted, with time devoted solely to them. Items will be neatly packaged, accessories suggested before final decisions, and they’ll be guided both in outfit selection and in completing the purchase. This kind of buying and selling keeps them coming back and serves as free word-of-mouth advertising in the wealthy community.
Luxury isn’t just for the wealthy; a certain kind of luxury is marketed to and purchased by specific groups of people. Luxury can be an experience, whether used as an adjective to describe something or as a noun to express a state of being. The original statement was too broad, serving as an indictment against those who buy items that say, “I have money, and you don’t.” You don’t need to be incredibly wealthy to enjoy a great customer experience, and not every great experience has to include extra time or fancy foods. What truly defines a great customer experience is patience, attention, active listening, empathy, and knowledge.
By Nick Higgins
