What is the difference between a product and a brand? A product is what a company makes, and a brand is what customers feel. Beyond its functionality, a luxury brand often transfers its identity to the buyer, enabling them to stand out. A classic white T-shirt may have a reasonable price until it gets reborn with a Nike logo. But the problem begins when high-end labels are attached to random objects like a comb, and practicality is overshadowed by prestige. Meaningful luxury often lies in artisanship, fondness, experience and emotional satisfaction. A product’s premium appeal truly justifies itself when it enhances the buyer’s confidence and happiness before public validation and when it is purchased for the very reason.

 

A well-structured Louis Vuitton or Michael Kors bag can last for years. A Dior or Versace fragrance can quietly make heads turn. Even an elite fountain pen can reflect a writer's personality, making the act of writing more intentional and intimate. In such cases, luxury does not merely display wealth; it enriches experience. Now comes the first crack in the mirror, when luxury enters the performative territory. For instance, miniature Gucci combs that are exorbitantly priced, yet have no relation to meaningful utility. The list continues with premium, microscopic wallets and purses that can barely hold any essentials, let alone cash. This is where the exclusivity becomes common, and the desire for rarity gradually decelerates. From combs and skincare to cushions, candles and even dinnerware, the high-end giants seem to be everywhere, overpowering the mystique.

 

Marketers describe this phenomenon as ‘brand extension fatigue’. And when consumers, particularly celebrities, indulge in buying these, it often reflects the urge to convey to the audience that every aspect of their routine life is embedded with opulence. The aftermath? Luxury starts owning and defining you. At some point, lavishness stops feeling indulgent and starts feeling burdensome. It is this overconsumption that leads to unnecessary fear and mental exhaustion. Reports and industry discussions have repeatedly claimed that big-buck fashion houses destroy excess inventory instead of selling it cheaply because scarcity preserves prestige. In 2018, Burberry admitted to destroying around 37 million dollars worth of unsold products in a single year to protect exclusivity and avoid discounting. What a ghastly waste of resources and the labour of talented craftsmen!

 

For a materially fulfilling life you do not need to be surrounded 360 degrees by heritage labels. Less is more. Grandeur speaks for itself when its use is judicious and it allows you to enjoy its pleasures. It reflects charm when glamour is a part of one’s personality. Most importantly, with society’s craving for affluence, it is crucial to remember that brands exist for us and not vice versa. Hence, merely owning an absurdly priced items does not signify a wealthy lifestyle; it is frequently the performative pressure to ‘fit in’.