If you shroud yourself in mystery, people will want to find out what you actually are. It’s human curiosity. Hermes, or many luxury brands for that matter, had the success of creating and maintaining this mysterious “I belong to a niche” aura about themselves. I often think about Bottega and
Loewe from 20, 30+ years ago. They were also viewed as artisanal “quite” brands with incredible craftsmanship enjoyed by iykyk and had no market swaying power like they have today. But at the end of the day, the purpose of a business is generating profits for stakeholders and every step they take is a business strategy. Eventually more people will join in on the fun as a big part of human interaction is information exchange. When secrets are out, some people stay in the group welcoming new members, and some will leave to explore the next mystery (*cough cough* all the online discussions on the Row/Loro Piana etc *cough cough*). And the cycle begins again. I say let’s just enjoy the moment! I tell myself I should and will only care about a brand as much as a brand cares about me, which isn’t gonna be much! Ha!
I personally don’t think being an aspirational brand is problematic. We all have goals and dreams. DH and I came from nothing so having something to dream about gave us that fighting spirit and that led us to the life we enjoy today. I can’t imagine taking debts just to show off your lifestyle online but that’s what social media does to some people. Is it really “your” lifestyle when your life is so completely under the influence of overconsumption and vanity?
Getting OT here lol! My other unpopular opinion abt H: i know petite H is all about new creations using leftover materials or rejects. But man oh man some of the petite H creations are just confusing, ugly, overpriced and should probably be rejected again lol