Chapter 38 WPG0038: Three consumption levels in the high-luxury field
Under normal circumstances, almost no one would come to a high-end luxury brand store to deliberately fiddle with things. After all, how could they deliberately fiddle with things if they have no intention to buy?
Unless he is not a normal person!
So when An Wuyang said he wanted to see the shoes, Jack knew that the order was almost OK.
"We have two recommendations for shoes that match this casual suit, namely casual shoes and lace-up shoes." Jack gave a recommendation.
"Sir, please move over here and try on casual shoes and lace-up shoes respectively, and then see which style you like before making a decision." Jack gave a good recommendation, but did not overstep his authority.
An Wuyang nodded, "Okay, let's try them all."
In fact, An Wuyang prefers lace-up shoes. Although lace-up shoes are more formal, the casual shoes at Ermenegildo Zegna's house, whoever saw them shook their heads, are too ugly, right?
An Wuyang went to the shoe area under the leadership of Jack. He tried on casual shoes first, and then directly added the casual shoes to the blacklist.
Because Ermenegildo Zegna’s casual shoes are as abstract as ever!
An Wuyang tried on lace-up shoes again, and this time he chose a pair of brown Oxford shoes.
The shape of Oxford shoes is very good, and the brown color avoids the too formal image of black. He put on the brown Oxford shoes to try out the fit and the feeling of walking, and then decided to choose this pair of brown Oxford shoes. .
When An Wuyang made his choice secretly, he silently calculated the price in his heart.
The price of the Crossover dark beige linen casual suit just now was 26,300 yuan, and the current pair of brown Oxford shoes is 11,900 yuan. The total of the two is 38,200 yuan.
An Wuyang had previously obtained a junior consumption cashback card through food rewards. He could receive cashback rewards of 1-5 times random consumption up to 50,000, and he planned to use it at Ermenegildo Zegna.
Anyway, the reward for free prostitution is not wasted!
So An Wuyang continued to add, "Look at your belt again."
"This way, please." Jack immediately led the way. He had just guessed that An Wuyang should buy a belt.
After all, I’ve already bought the suit, why not buy a belt?
After some selection, An Wuyang chose a heather gray suede belt. The combination of heather gray and suede made this belt full of casual style, thus avoiding the incompatibility with casual suits.
The price of this heather gray suede belt is as high as 4,900 yuan. I have to say that these high-end luxury brands are really expensive!
An Wuyang secretly estimated that there was still 6,900 yuan left in the junior cashback card. What should he buy?
This amount is neither high nor low, and seems a bit tasteless.
‘Do you want to buy a wallet? ’ An Wuyang thought a bit complaining.
Sir, it’s Xia Kingdom in 2021!
How many people still use wallets in this day and age?
Is it good to use mobile payment to go anywhere in the world with one code?
Even if you really want to buy a wallet, you won’t buy one from Zegna.
Wallets are safely excluded, as are clutches, backpacks, etc., because they are beyond the scope of the budget.
Ermenegildo Zegna is a high-end luxury brand!
Clutches can easily cost over 10,000 yuan, and backpacks and crossbody bags can easily cost over 20,000 yuan. The budget of 6,900 yuan is indeed not enough.
In the end, An Wuyang decided to focus on practicality and chose underwear and socks.
Ermenegildo Zegna's modal boxers sell for 700 yuan a pair, summer cotton boat socks cost 250 yuan a pair, and cashmere and mulberry silk blended cotton socks cost a full 1,200 yuan a pair.
An Wuyang chose 6 pairs of modal boxer briefs, which cost 4,200 yuan here, and then picked a pair of cashmere and mulberry silk blended cotton socks as formal socks for Oxford shoes, which cost 1,200 yuan here, which totaled 5,400 yuan.
For the last 1,500 yuan, An Wuyang chose 6 pairs of summer cotton boat socks. These can be taken home and given to An Huchun, who is also a Zegna user anyway.
After some selection and selection, An Wuyang finally collected the quota of 50,000 yuan. When An Wuyang was choosing underwear and socks, Niu Fenjin completely recognized An Wuyang's status as a wealthy man.
Because An Wuyang actually chooses underwear and socks at Ermenegildo Zegna!
Such behavior is not possible for a truly wealthy person.
There are three levels hidden in high-luxury consumption.
The lowest level, classic bags and beauty products from high-end luxury brands, these are things that ordinary people can buy with just their teeth.
For example, many ordinary white-collar women gritted their teeth and bought LV’s classic presbyopic bags, and then took advantage of buses and subways just to fulfill their dreams of luxury goods.
However, in the eyes of wealthy people, such behavior.
Just be happy, no comments!
The second level is to buy clothing from high-end luxury brands.
Although classic bags from high-end luxury brands are very expensive, they can be used casually for many years, even decades, after purchase.
Considering the usage time and the price, the price-performance ratio is very high!
But the clothing of high-end luxury brands is different, because many of the clothing of high-end luxury brands are time-sensitive.
For example, the new seasonal T-shirts launched by LV this summer, although the price is only a few thousand to 10,000 yuan, will you continue to wear them next year after wearing them this year?
Even if I wear it next year, will I still have to wear it the year after that?
Check out the 16-9 book bar and see the correct version!
If you continue to wear it in the next year, in the eyes of knowledgeable people, not only will you not be able to wear the style and grade of high-end luxury brand clothing, but you will be considered to be wearing it.
After all, it is already a style three years ago, and if you are still wearing it hard, it means your family is in ruins, or you are trying to show off.
Therefore, in high-luxury consumption, the consumption level of clothing exceeds the level of classic bags.
Except for one brand!
That's Hermès!
Because Hermès has a distribution mechanism, they have a wide range of clothing and the discounts are huge.
Therefore, in the field of high-end luxury, although Hermès’ bags are the best in the world, the quality and price of their clothing are not even as good as LV’s clothing.
Finally, there is the third level, which is the highest level, that is, consuming high-luxury brand underwear, socks, pajamas and other products that please yourself.
The most important value of high-luxury brand bags and clothing is to show yourself through the brand and let others know that you have used high-luxury brands, thereby gaining a sense of psychological satisfaction.
This kind of show-off social attribute is indeed the core competitiveness of high-end luxury brands!
This is also the reason for the brand premium of luxury goods.
However, underwear, socks, and pajamas cannot demonstrate the brand value of high-end luxury brands at all.
You can’t imitate a journalist’s underwear, right?
In addition, the price of underwear, socks, and pajamas of high-end luxury brands is very expensive, and the price-performance ratio is very low, so the users who buy them are definitely those who are not short of money.
Otherwise, if you buy clothes and bags at the same price, you can show yourself better.
(End of chapter)