What are we buying when we buy a luxury good? Are we buying a brand name, a well-made product, or an item to ensure that others think a certain way about us when they see it? For most high-end consumers, it’s probably some combination of those options.
Many customers would claim that they buy only for the quality that these products provide, but the reaction of some customers to the recent announcement of Jimmy Choo’s collaboration with H&M seems to run contrary to those claims. Some people were excited to see what the partnership would create, but many Choo loyalists voiced the opinion that the brand was losing something by creating a temporary line for a low-end retailer.
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