AI Snips
Chapters
Transcript
Episode notes
Sustainability As A Desire Driver
- Luxury has shifted sustainability from risk management to a potential driver of desire when integrated into a larger narrative.
- Sustainability becomes desirable when it contributes to meanings like purity or innovation that strengthen the brand dream.
Make Pre-Loved Items Aspirational
- Make reused or vintage items desirable by embedding them in a larger aspirational story about previous owners and glamour.
- Use storytelling to give pre-loved items a halo that increases their symbolic value.
Pleasurable Friction Creates Value
- Luxury intentionally keeps pleasurable friction in the buying experience to amplify distinction and desirability.
- Friction creates discovery, community interaction, and confirms scarcity, raising perceived value.