The Psychology of Luxury

In this video, we're going to talk about the psychology of luxury branding. In a world where it seems like luxury and things that are ultra expensive for no reason are more popular than ever, we're going to dive into why.

I'm going to talk about the four factors that make people spend a premium. We're going to talk about the more sophisticated psychology that makes people like things like caviar. How brands have shifted the luxury codes to make these more accessible and broaden to a much wider market. We're going to talk about how brands build aesthetic worlds and build products that can fit into their consumer's aesthetic. We're going to talk about abundance and its fantasy and how that plays out in the objects that brands choose. We're going to talk about the power of curation.

I love this topic. I've actually spent most of my career positioning against luxury, saying, hey, we live in the middle-top price point, not quite up there. This is why you should choose this instead of this established industry. That's an area of message that I love to market to. And as such, I've learned a lot about what's above and below and how those are portrayed. Whether you're really into marketing, have your own brand, or are just interested in the world of taste and luxury around us, this is going to be a special video. Let's lock in.

I want to start with the markets of taste and capital moving at an astonishing speed right now. We have more access than ever to understanding what makes things interesting and finding really special things for us. I'll talk in a second about the four factors that make people choose things that are on the high end of price points. The internet and self-expression and finding groups online have opened us up to more significant questions about what we want the aesthetics of our environment to be like. How do we want to portray ourselves? How do we get into the hobbies that we enjoy, and what does that say about us and the circles that we can move in in life?

There's two core reasons that we see almost all luxury get bought. Number one is, we have lots of capital. Let's make it all worth it.

For instance, if you have made a significant amount of money, if you're born into a significant amount of money, no matter how you got it, if you have it, there's the purchase decision that this took hard work, or we have this. We need to make it worth it. And this is why you see the existing luxury buyer, the 0.1%, spending more than ever. This is a generational difference from a lot of what came before, where they were more reserved about some expenditures and showcases, in part because of social media, in part because of the awareness we've shown. But the richest of the rich are spending more than ever.

Then we have the much broader category that contributes to the lower level of luxury, which is people that say, we have some capital. Let's feel something with it. When you get a bonus and you want to feel good, you have an extra $200 left in your paycheck. People who have any amount of extra money and who want that dopamine rush want to feel good about themselves in a way that encourages them to spend. And all luxury purchases fall into one of those two buckets. You will get a very small subsection of people who will idolize something specific for years. That may be the only third. But it comes down to four major psychological factors.

The first is belonging. You buy luxury objects because you want to feel like this is my life. I participate in luxury. I drive a Porsche. I carry a Dior bag. I belong in that world. This is very human nature. All these are very human-nature-driven. We may think we're better than these, but all of us fall for at least one of them.

Then comes the individualistic: getting something special, the I deserve it. I have a lot of friends that buy from Jacques-Marie Mage. I've gone with more than one of them to pick up their glasses when they get them, and they had the one-to-one experience with the rep. Someone shows up, and there's papers with authenticity, and they get to sit down for their consultation. They feel special buying the sunglasses. The experience of a sale.

When I went to Florence the other summer, I went and hunted down a luxury dog collar place. We wanted to get a souvenir for our dog. Instead of buying him a Goyard collar, we were saying, hey, let's get one from an artisan in Florence who's known for that, where you can go pick it out. It was a whole experience. They have all these items you can choose. They make it in front of you. Our son had a great time. It became a special memoir of that occasion. Same thing with the Goyard wallet with the paint on. You want that custom thing. You want to feel like it was made for you.

Luxury comes out of bespoke culture, where people would make a tailored suit or a specific pair of shoes, spend the premium for something specific for them. And this carries that legacy on, even though it's been very lost in the rest of it. Then there is enjoyment of a skill. If you have a pastime that you enjoy, like horseback riding is your one escape in life, or you do something every day, it's your whole livelihood, and you want to purchase the best for it, those are the enjoyment luxuries. Choosing to get the Hermès saddle, or taking those best of times you have, the times you spend most frequently, the pen to sign your checks, and having a moment of luxury there.

And then the quintessential: I'm better. A lot of luxury consumption comes down to, I want to signal that I am better than others. I have more money. I have better taste. I'm a unique snowflake. Oh, we have a special snowflake. The social media era has exacerbated this, but it's always been this way in office culture and guys on the golf course and women at brunch, people playing polo, whatever that ends up being. There's the signalers that say, I have the bone business card. A luxury marketer is a master of human nature. They know that these are the feelings you have. They don't want to expressly tell it to you, but they want to signal it to you through the experience.

To help understand this, I'm going to get into some examples. We're going to talk about categories, and we're going to talk about brands. The first one I want to talk about is caviar. Caviar is one of the most powerful status symbols in existence, and it really has nothing to do with how it tastes. The sociologist Thorsten Veblen coined a term you may have heard: conspicuous consumption. Conspicious consumption? Doesn't really roll off the tongue. But this goes all the way back to 1899, and it's the idea that the wealthy don't buy things for utility. They buy things to signal they can afford to waste resources.

Caviar is peak Veblen. It's expensive, it's perishable, and it's an acquired taste that most people fake enjoying. But here's where it gets useful to understand luxury marketing and the luxury codes. The real flex isn't the caviar itself. It's knowing the codes of luxury. It's knowing caviar itself. Knowing that you use a mother-of-pearl spoon versus metal, and why. That you say a Cetra, not a Zetra. That you know Petrosian from Caviar Russe. You know when these are appropriate.

This is what all luxury brands understand intuitively. The product is an entry fee, but without the actual knowledge of it, you don't belong. So by bringing you along in the process, by educating you, by giving you tiers to grow up, they're selling you being an insider. But why I like to bring up caviar is because after basically a century of old-money, white-tablecloth energy for caviar, this is kind of ending. Now it's a caviar bump at Coachella. McDonald's is literally doing caviar chicken nuggets for Valentine's Day this year. And this is really the champagne playbook.

Moët figured out that you could position champagne as a lifestyle. You could spray it in the club, pair it with fried chicken. They made it a flex instead of a formality. And caviar is running the same arc.

Old luxury is about gatekeeping. New luxury is about accessible exclusivity. You democratize access. It's really available. People understand fun ways they can consume it. It makes sense for social media and for splurge experiences, but you create tiers of connoisseurship. Okay, you tried it, but do you understand it? If you want to understand it, you need to buy this thing, go to this place, begin to work your way up. Now you can talk about it. It basically becomes a video game of taste.

If you've watched my luxury videos before, I talk about a pillar of luxury that's time. That's what makes caviar really interesting, and the biggest advantage old luxury has against new luxury. Because even at the insane prices that caviar has, the economics of it are actually brutal. A beluga sturgeon takes like 20 years to mature. Twenty years of feeding, housing, and hoping that a fish doesn't die before you see a single dollar from caviar. Time is a luxury ingredient. It's really available. People understand fun ways they can consume it. It makes sense for social media and for splurge experiences. But you create tiers of connoisseurship.

Okay, you tried it, but do you understand it? Oh, if you want to understand it, you need to buy this thing. Go to this place. Begin to work your way up. Now you can talk about it. It becomes a video game of taste. If you've watched my luxury videos before, I talk about a pillar of luxury that's time. That's what makes caviar really interesting. And the biggest advantage old luxury has against new luxury. Because even at the insane prices that caviar has, the economics of it are actually brutal. A beluga sturgeon takes 20 years to mature. 20 years of feeding, housing, and hoping that a fish doesn't die before you see a single dollar from caviar.

Time is a luxury ingredient. When Brunello Cuccinelli talks about cashmere, that takes three years to produce. When Hermes has a two-year Birkin waitlist. Bourbon brands talking about 23-year aging. They're selling patience in an impatient world and your access to that. And so a way to think about this for brands is, what are those levels of connoisseurship? How can you bring people along the educational experience? How can you make them feel like an insider? That's part of that luxury psychology. There's a membership club called Caviar Kaspia that's known as a very douchey establishment. But that's what they did. They said,

we are going to give you access, teach you about this, be able to flex that in front of your friends, you're a member of this club. And we're going to base the entire thing around the essence of caviar. And then anyone who has that membership, or who goes there a few times, all of a sudden has the ability to navigate those circles. Now I want to pivot to our second luxury subject, which is building aesthetic worlds. And for this, I want to use the metaphor of the white couch, how the white couch is presented. And it's funny, if you have kids or pets and you have a white couch, or if you bought the Restoration Cloud Couch, a very popular white couch,

you know how hard it is to maintain and not have that couch be dirty, destroyed, or worry about things getting spilled on it. The idea of a white couch to adults is really the idea of control, that your life is controlled enough that you have the luxury that you can have that and live within it. Your kids are well behaved, the pets aren't on it, the staff will clean it. And so this extremely clean aesthetic that people like Axel Vervoordt made very popular. He's one of the architects where you'd have three sculptures and a white couch in a room. He did the Gen 3 Kanye condo. It's that monk minimalist, but ultra wealthy.

All of that is about signaling control, that you don't have a chaotic environment. Of course not, you're too rich to have that. And it's interesting because that was an aesthetic that was extremely popular, right? All through the 2000s to signal a certain type of luxury. But really now we've seen that change significantly. Now I look at the new luxury brands, look at people like Mateo, stores like Merci in France or Toast. Flamingo Estate is an example I love to bring up. They're positioning it as rumpled sheets, right? Every Tekla photo has that minimalism, but it feels lived in. And it's saying that having an interesting life is a bigger flex than having control.

I don't need to have control because I'm doing things. I have this stack of books. It's a shift from controlling your environment to having the taste of your environment. I think that's really interesting. And the Flamingo Estate one I bring up, they have kits. They have recurring kits that you can buy of the curated picks from Japan, etc. But a lot of it comes down to gardening or cooking. It assumes you have time to spend on those hobbies. That's a new assumption of luxury. It's the time you can spend working on things. It's the ability to have hobbies. It's a tasteful life. It's objects curated from your trips around the world that show what you do.

It's a lived-in comfort. And this is all positioning, right? When you think about marketing, you have to think about what is the establishment? What do people buy now? I talked about this in my Bad Bunny video, where a lot of the reggaeton artists were positioning themselves to look and feel like rap music. But that's not what's going to break through to pop. What was going to break through to pop was something more exciting, more interesting, a counter position to that, which we saw with Bad Bunny. And then quickly in the surrounding world of Rosalía and Karol G, it was an art-directed, more interesting experience that felt very different.

But it's the same thing in luxury, where if everyone's buying the sterile, how do you appeal to an audience that has the same amount of money, but that life doesn't appeal to them, and create products for that? That's about looking at the aesthetic world. Where can you fit into it, and what can you position? How do you show that visually? Another example I'd love to bring up is if you live in LA, you know Olive Ateliers. There's a bunch of knockoffs now. That was the first one I heard of. I don't know if they were the first one. But they bring over all these planters, massive gourds, interior objects. They have olive trees for sale.

They have all these weathered European, Spanish and French-looking ancient things to put your plants in or to have scattered around your house. Now all these knockoffs spun up. When you look at the real provenance of these things, they're not actually from the south of France, right? They're from Indonesia. They're troughs for animals. Planters being mass produced in Asia to look like the kind of thing that you would have in Europe. And I'm not saying every one of these brands has that. Maybe some hunt down those with provenance. Even olive trees. You're buying an olive tree in California. It's probably grown in California or Georgia.

They're not importing a 400-year-old tree from Spain to sell you. And it's looking at those categories where you want the look. You want to get the aesthetic world of luxury. But people don't necessarily need the provenance. Does anyone care if that planter was really from the south of France versus being an Indonesian horse trough? There's a massive arbitrage by being in the middle of the $4,000 it would cost you to be on 1stDibs versus the $2,000 you can charge a California housewife. But speaking of planters, that brings me into the third category I want to talk about here. Abundance. And the fantasy of abundance. You'll see fruit as a common motif in luxury.

Loewe is perhaps the best example of this, where everything is a tomato. And not just a tomato. A fancy heirloom-looking tomato. And you'll see this. You go into certain hotels. If you're in the Soho House, you go into Aman. There's a bowl of fruit, right? It's ambiguous. Is anyone actually going to eat it? Unlikely. This is where that abundance aspect comes in. It says, hey, it doesn't matter. We may have this really expensive fruit. If we get to eat it and experience it before it goes bad, great. If we don't, it doesn't matter. We have the ability to waste it. And it's the same thing with gardening, right? Flamingo Estate has a tomato wash.

Tomato hand soap, tomato everything. It's selling you the fantasy that you have the time to be gardening in the hills and making your own essence of tomato soap. But you don't. You buy it from Flamingo Estate. You're interested in those subjects. Maybe you participate a little in them, but you don't have the full luxury. And they bottle it and sell it to you. The luxury is buying into that. When I was in London with Air, we did our series there. We visited a store called Niwaki. It's a Japanese gardening store. And you could tell for a lot of the people that go there, they're purchasing expensive things, really well-made shears.

But they're also purchasing classes, how to do X thing or Y thing. For them, the luxury is the pursuit of that. That in their lives in the city of London, they're able to actually go spend some time gardening. That's an interesting one to think about for a lot of brands. Everyone feels like they have to sell product. And you can, but also helping level up those levels of connoisseurship, being able to buy a class from Niwaki, being able to participate in the gardening experience for these brands, understand the cashmere, is a viable stream in itself. I think a lot of brands don't embrace as much as they should.

And you'll look at all the luxury that's spent on these experiences. The $20 Erewhon strawberry, all of the fancy Japanese fruits where you can go get a $200 melon. This is all of that psychology of abundance. things, really well-made shears. But they're also purchasing classes, how to do X thing or Y thing. For them, the luxury is the pursuit of that. That in their lives in the city of London, they're able to actually go spend some time gardening. That's an interesting one to think about for a lot of brands. Everyone feels like they have to sell product. And you can, but also helping level up those levels of connoisseurship, being able to buy

a class from Milwaukee, being able to participate in the gardening experience for these brands, understand the cashmere is a fissile stream in itself. I think a lot of brands don't embrace as much as they should. And you'll look at all the luxury that's spent on these experiences. The $20 Erewhon strawberry, all of the fancy Japanese fruits where you can go get a $200 melon. This is all of that psychology of abundance. While I'm on this earth, I want to have this thing. I have the money where a $200 fruit doesn't matter to me, or a $20 one-time strawberry was that good. That's a mentality that marketers have to tap into.

And I want to understand how much of this is marketing and what people actually buy from. So I'm going to go into the particle data here real quick. One I love to actually bring up is Montclair. So you've seen the Montclair Genius campaigns, their collaborations. They will have a collection with Aesop Rocky. They'll have a collection with Donald Glover. They'll have a Rick Owens collection, et cetera. But all of it is just marketing to sell the core coats. And what do I mean when I say that? So here I'm looking at their sales over time this last 90 days. Look at their top-selling product. It's what do you expect? It's winter jackets.

I can go look at the details of these top-selling products. It is literally all winter down jackets, right? Their core product. But they do all this marketing with these crazy campaigns. How much do those actually sell? And they put the titles in there of the collaborator. So I'm searching for the Donald Glover collection, which seemed like an odd fit at the time. All right, so I can look at the volume online. They've sold 12 of this here. 4, 4, 2, 10 t-shirts. 4 pairs of these shoes. You go down the list. There's 2 items that have broken into double digits: 10 and 12. It is purely marketing, right? Let's look at Aesop. Aesop Rocky collection.

Even 10 of this, of the hero items. 7, 2, 2, 2, 1, 5. This is during the big holiday season too, right? These are marketing items. Yes, they have stores. They sell more overall, I'm sure. They're not making 3 of a thing. But it shows you the world that we're operating in here. The world where all these little product choices are just marketing for the core thing. And then the categories that people are big in are ones you might not expect. So for instance, I go to the Brunello store. I'm assuming lots of suits. Okay. Top-selling product: Blazer. Let's go to last month. Top-selling products: the Blazer. 171 of these $4,000 blazers. Knit Run.

The shoes are the third, $1,100, and the fifth. A lot more people are buying into that entry-level point into the brand, the $1,100 sneaker. It's interesting if that is the best-selling by volume. So it's always worth it to look and sanity-check what people in these niches are doing and what they actually sell versus what they market. So all this is inside Particle. Look at this e-com sales data. I can get breakdowns by product types, color distribution. They're an interesting one because brown is one of their top colors. It's not usually a brand's top color, or black. Brown and blue. Black goes down here. They don't have a lot of black options. Price distribution.

You'll still see a percent of product price. Most people are buying in that sub 368. Then percent of revenue is giving you that $1,000 range, the sneakers we talked about. That's what's sneakily driving a huge chunk of the business. You can gain a lot of information just by browsing these pages. It brings up their marketing assets, things like their homepage changes, emails. They send two a month. Give you some of that breakdown. It's a really useful tool for doing competitive research in your niche. And I will link them below here. The last luxury topic I want to talk about is curation. And it's interesting because we've been introduced to all these luxury products now.

We know more about luxury than ever. But that used to happen through gatekeepers. And a lot of it happened through hotels. You would go to a hotel. You're in a luxury environment. You would see the hand soaps or the shampoos you're using, and you would like them. And that's introduction to a product. And those brands sell those things to their customers at very low cost because it's basically a marketing tool. The wholesale take on that is extremely low. But it's a signaler for the hotel to have a luxury thing in there. It's a signaler for the brand, an entry point for people to be in it. And then the hotel often resells that same thing and makes money as well.

But this was also the introduction of certain types of pillows. Frete sheets built their brand off hotel placement. Linen. The mini bar. A lot of this was an opportunity. And you'd see things, and people would buy hotel-quality sheets, even though hotel-quality sheets are very different from what a normal person needs, because they're thinner, because they're washed every day. They need to be able to stand that test of time versus be comfortable and be washed once a week. So there's differences in that experience. But the hotel's kind of lost that, right?

If you go to a hotel now and they have Malin and Goetz, you already have opinions about Malin and Goetz because of the internet. And we're all very familiar with it. And it's like, okay. Right? That's signaling something different to you. They're not educating you necessarily, and certainly not from a position of credibility. We no longer have that concierge experience. You're not going to a place and asking the hotel concierge a bunch of information about what you should do or where you should go. And if you are, you're getting default kids' activities.

You're discovering that stuff through curation on the internet, through TikTokers and Instagrammers and YouTubes, who are breaking down fragrances, who are breaking down soaps, who are breaking down taste and styling and locations. And so this curation element has shifted from these gatekeepers and the ability for luxury brands to participate in an existing infrastructure to this thing that happens online but feels like a degree removed, right? It's not in front of you. It's not tactile. You have to choose to buy something before you test it. That's a really interesting place to be, right?

Because I feel like for a lot of people, especially creators and stuff like that, they encourage you to start your own brand, right? Oh, you should go start your own soap brand. But in reality, what a lot of people are better at is essentially operating a store. And there are a lot of really cool stores that survive off curation. We were at Good Hood in London. That has an incredible curation. London has a rash of these. March in Copenhagen. Murtha in Paris. Canoe in Portland. They don't manufacture much, if anything. They have taste. And I think that's where this next interesting layer goes. For a lot of people, the brand may not be the answer for you.

The brand is to get some inventory and to sell that curation, both on the internet and in real life. I think that's where a lot of that career generation are going to be better off building a business inside of it, leveraging their concepts and ideas and thoughts of luxury to sell many things versus developing their own, because that requires a really hard skill set. But why I call that out is because that's changing, right? That ability to participate in knowledge, to learn from it, to be able to put that out there, has been completely democratized by the internet. That's a very different scenario than we ever engaged with in luxury before.

I'd like you to think about that in niches, right? So one of my co-workers is also a creator, and she does horse girl content. She has partial ownership of a horse. She rides it. She goes to these tack shops. She goes to Paris and goes to different horse items. Really cool content angle. But there's a whole participatory ecosystem of people that want to learn about that kind of thing, of people that want to buy those kinds of products. There's a luxury consumer waiting at the end of it. And we together went to a place called Manhattan Saddlery in New York, which is the only horse shop there. But why I call that out? It’s because that’s changing, right?

That ability to participate in knowledge, to learn from it, and to be able to put that out there has been completely democratized by the internet. That’s a very different scenario than we’ve ever engaged with in luxury before. I’d like you to think about that in niches, right? So. One of my co-workers is also a creator. She does horse girl content. She has partial ownership of a horse. She rides it. She goes to these tack shops. She goes to Paris. And goes to different horse items. Really cool content angle. But there’s a whole participatory ecosystem of people who want to learn about that kind of thing, and people who want to buy those kinds of products.

There’s a luxury consumer waiting at the end of it. And together we went to a place called Manhattan Saddlery in New York. It’s the only horse shop there. And being there and seeing that they have a thriving business in Manhattan selling something very niche is eye-opening as to what all those niches look like. From the gardening store in London to the horse store in New York. And what participation and ownership of that looks like. When we're always sold this dream that you want to have an e-com brand instead. So as we think about the psychology of luxury, it’s dynamic; I think it’s interesting to be aware of. So, anyway, I hope this was interesting.

You learned a bit about the psychology of why people buy in luxury. I am doing a community call at the end of February. There’s going to be a link to that down here below. If you want to hop on, we’re going to do Q&A. We’re going to workshop a bunch about social media, branding, and luxury, as we always do. You’ll find more info about Particle below as well. And thank y’all so much for watching this video. It's interesting if that is the best selling by volume. So it's always worth it to kind of look and sanity check what people in these niches are doing and what they actually sell versus what they market. So all this is inside Particle. Look at this e-com sales data.

I can get breakdowns by product types. Color distribution. They're an interesting one because brown is one of their top colors. It's not usually a brand's top colors or black. Brown and blue. Black goes down here. They don't have a lot of black options. Price distribution. You'll still see a percent of product price. Most people are buying in that sub 368. Then percent of revenue is giving you that $1,000 range. The sneakers we talked about. That's what's sneakily driving a huge chunk of the business. You can gain a lot of information just by browsing these pages. It brings up their marketing assets. Things like their homepage changes. Emails. They send two a month.

Give you some of that breakdown. It's a really useful tool for doing competitive research in your niche. And I will link them below here. The last luxury topic I want to talk about is curation. And it's interesting because we've been introduced to all these luxury products now. We know more about luxury than ever. But that used to happen through gatekeepers. And a lot of it happened through hotels. You would go to a hotel. You're in a luxury environment. You would see the hand soaps or the shampoos you're using. And you would like them. And that's introduction to a product. And those brands sell those things to their customers at very low cost.

Because it's basically a marketing tool. The wholesale take on that is extremely low. But it's a signaler for the hotel to have a luxury thing in there. It's a signaler for the brand and entry point for people to be in it. And then the hotel often resells that same thing and makes money as well. But this was also the introduction of certain types of pillows. Of frete sheets. Built their brand off hotel placement. Linen. The mini bar. A lot of this was an opportunity. And you'd see things. And people would buy hotel quality sheets. Even though hotel quality sheets are very different from what a normal person needs. Because they're thinner. Because they're washed every day.

They need to be able to stand that test of time. Versus be comfortable and be washed once a week. So there's differences in that experience. But the hotel's kind of lost that. Right? If you go to a hotel now and they have Malin and Goetz. Like you already have opinions about Malin and Goetz. Because of the internet. And we're all very familiar with it. And you know it's like okay. Right? That's signaling something different to you. They're not educating you necessarily. And certainly not from a position of credibility. We no longer have that concierge experience. You're not going to a place and asking the hotel concierge. A bunch of information about what you should do.

Or where you should go. And if you are you're getting like default kids activities. You're discovering that stuff through curation on the internet. Through TikTokers and Instagrammers and YouTubes. Who are breaking down fragrances. Who are breaking down soaps. Who are breaking down taste and styling and locations. And so this curation element has shifted from these gatekeepers. And the ability for luxury brands to kind of participate in an existing infrastructure. To this thing that happens online. But feels. It's like a degree removed. Right? It's not in front of you. It's not tactile. You have to choose to buy something before you test it.

That's a really interesting place to be. Right? Because I feel like for a lot of people. Especially creators. Stuff like that. They encourage you to start your own brand. Right? Oh you should go start your own soap brand. But in reality. What a lot of people are better at. Is essentially operating a store. And there are a lot of really cool stores. That survive off curation. We were at Good Hood in London. That has an incredible curation. London has a rash of these. March in Copenhagen. Murtha in Paris. Canoe in Portland. They don't manufacture much. If anything. They have taste. And I think that's where this next interesting layer goes. Is for a lot of people.

The brand may not be the answer for you. The brand is to get some inventory. And to sell that curation. Both on the internet. And in real life. I think that's where a lot of that career generation. Are going to be better off building a business inside of it. Is leveraging their concepts and ideas. And thoughts of luxury. To sell many things. Versus developing their own. Because that requires a really hard skill set. But why I call that out. Is because that's changing. Right? That ability to participate in knowledge. To learn from it. To be able to put that out there. Has been completely democratized by the internet. That's a very different scenario.

Than we ever engaged with in luxury before. I like you to think about that in niches. Right? So. One of my co-workers is also a creator. And she does a horse girl content. She has partial ownership of a horse. She rides it. She goes to these tack shops. She goes to Paris. And goes to different horse items. Really cool content angle. But there's a whole participatory ecosystem. Of people that want to learn about that kind of thing. Of people that want to buy those kind of products. There's a luxury consumer waiting at the end of it. And we together went to a place called Manhattan Saddlery. In New York. Which is like the only horse shop there.

And being there and seeing that they have like a thriving business in Manhattan. Selling something very niche. It's kind of eye opening as to what all those niches look like. From the gardening store in London. To the horse store in New York. And what participation and ownership of that looks like. When we're always sold this dream that you want to have an e-com brand instead. So as we think about that psychology of luxury. It's dynamic I think is interesting to be aware of. So anyway I hope this was interesting. You learned a bit about the psychology of why people buy in luxury. I am doing a community call at the end of February.

There's going to be a link to that down here below. If you want to hop on we're going to do Q&A. We're going to workshop a bunch about social media. Branding. Luxury. As we always do. You'll find more info about Particle below as well. And thank y'all so much for watching this video.