Is Luxury Worth It?

 

Transcript

The following video is a true story. Last week, my friend, Agon made some money and he wanted to celebrate by buying a nice Gucci jacket. So, he went to Gucci with $500 in his hand, ready to buy. He found a jacket he liked. It fit him well, it's made in Italy, it had the Gucci name on it, the leather felt nice and the jacket was amazing! He was about to buy it until he saw the price: '$5,000'— $5,000 for a jacket! 

Agon put the $500 back in his pocket, left the store and never looked back. This, my friends, is the luxury clothing market. It's a market with very expensive things that are clearly not worth the price. And according to studies, to make a luxury item, it costs 8% of the price, the remaining 92% goes to other stuff. Because at the end of the day, someone has to pay for the luxury brand expensive rent. Someone has to pay for their expensive ads. Someone has to pay for their expensive fashion shows. And, that someone is you me and Agon. It's all of us! This is the fake price of luxury.

So, what is the real price of luxury items? To find out, we sent our teammate, Franco to the same country where Gucci is made— to Italy to make the same luxury jacket for the fraction of the price. 

And here, we hired world-class fashion designers to make our jacket. 

"Ciao! I am Gabriel and I am an Italian fashion designer."

And in two days, they made the same expensive Gucci jacket we saw with our logo on it for 8% of the Gucci price! Eight percent! 

"This is yours!"

Yes, instead of buying a $5000 Gucci jacket, we bought a flight around the world, stayed at a hotel rented an Italian car, ate Italian food, saw Italian nature, made Italian friends and made our own Gucci jacket that is fully customized with just as high of a quality for less than a thousand bucks. 

This project is on the extreme side but the idea is simple. Most times, luxury is not worth the price.