Imagine you’re shopping for a special item, something that shows everyone you’ve made it. Now, let’s say two items are in front of you: one is expensive but has a huge, flashy logo on it, and the other is quietly elegant, without a logo, but made of the finest materials. Which one would you pick? The choice might surprise you, because it’s not just about price.
In the world of luxury, it’s not just the price tag that matters—it’s something called “sign value.” Sign value is the meaning a product holds beyond its cost. For example, that quiet, logo-less item? It’s exclusive. Only a few people might even recognize it, and that’s what makes it special. It’s a way of showing wealth and status without needing to shout about it.
People are drawn to exclusivity because it signals that they’re part of an elite group. The price is secondary; the true value comes from owning something rare and meaningful. In luxury consumption, it’s not just about how much you spend, but what your purchase says about you. That’s why, for many, exclusivity is worth far more than any price tag.
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