Rolex, Louis Vuitton, Cartier. Coach, Kate Spade, Michael Kors. I have no doubt when I say that you have definitely heard of these names before. I can bet that you’ve dreamed about wearing a sleek Rolex watch on your wrist or striding downtown with a Coach bag in tow. These are just some of the dozens of designer and luxury brands that have risen to dominate the world—and our wallets. And while, yes, I’ll admit that I am no better than anybody else in having these glittering, materialistic dreams, I have often stopped to wonder what makes these brands come out on top. What is it that makes designer and luxury goods so appealing? 

First, it is important to distinguish between designer and luxury goods. Both comprise of many of the same items—clothing, jewelry, watches, bags—and are situated at a high price point. While designer goods focus on keeping up with the current fashion and setting new trends, luxury goods are known for their timelessness which maintains their appeal throughout many generations. Luxury goods are made out of the best material with special attention paid to craftsmanship and durability, while designer goods are made with supposedly high quality in an industrial setting. 

Luxury goods are built to last, but are very expensive. On the other hand, designer goods are intended to stay on trend but can have questionable quality. If both have downsides, what leads to their popularity? What makes people save up their money to buy a designer or luxury version of something when other “normal” brands can have products just as good, or even better?

One reason has to do with the emergence of social media as a defining factor in trends. Social media allows people to quickly share many aspects of their life with the world. As influencers gain traction and followers, they are able to set trends using their large reach. When an influencer decides that something is “trendy,” it leads to a wave of people rushing to partake in that trend. Designer brands target fashion trends and create products that are trend-driven and innovative. Incorporating seasonal changes and contemporary relevance allows them to maintain their grip on customers. 

Furthermore, advertising capitalizes on pop culture by working with celebrities. Brand ambassadors market their brands, catching the attention of their fan bases and creating more demand for the product. Marketing psychology argues that if someone sees their favorite famous actor or singer endorsing a product, they are more likely to choose to purchase it and make that choice quickly. Many designer and luxury brands have capitalized on this tendency: Chanel and Timothée Chalamet, Dior and Robert Pattinson, and Versace and Dua Lipa.

Another reason is rooted in materialism and the desire to appear rich. Materialism places tangible goods at the forefront of human happiness. This mindset makes people believe that purchasing and owning material possessions is more important than anything else. Materialistic people believe that to succeed in life, they must own these glitzy brands. They want others to be able to look at them and see someone who can splurge. This desire to appear rich is what makes designer and luxury goods appeal to people: only through ownership of these brands can they find “happiness” and societal approval.

While designer and luxury goods are allegedly high quality, much of their allure is created by the brand to convince you to purchase their goods. Next time you catch yourself longing for a trendy handbag or your favorite influencer’s necklace, consider if you actually like it, or if your opinion has been manipulated by societal expectations.