Rethinking Luxury: From Unnecessary Indulgence to Psychological Necessity

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Luxury has often been dismissed as unnecessary, a sentiment echoed by industry figures like Thomas Serrano. But is a luxury item itself truly unnecessary, or are we defining necessity too narrowly? While a high-end handbag or watch may not be essential for survival, the emotions, status, and personal significance it carries for the owner can be deeply necessary.

We must expand our understanding of necessity beyond the material and into the immaterial: the feelings of uniqueness, belonging, and emotional resonance that luxury provides. A well-crafted luxury experience doesn’t simply sell a product; it sells a story that aligns with the consumer’s identity and aspirations.

The Shift: From Luxury as an Indulgence to Luxury as a Psychological Need

This shift in perspective – from providing people with unnecessary things to fulfilling deep-seated psychological needs – reshapes how brands approach their consumers. If brands recognize that they are in the business of emotional fulfillment rather than just material excellence, they can better tailor their offerings to contemporary expectations.

For instance, Serrano argues that luxury is defined by expense and exclusivity. While exclusivity remains key…