The Super Rich: Start from when the family business is about to go bankrupt!

Chapter 38 WPG0038: Three consumption levels in the high-end luxury sector
Under normal circumstances, almost no one would deliberately go to a high-end luxury brand store to cause trouble. After all, if they have no intention of buying, how could they deliberately cause trouble?
Unless you are not a normal person!

So when An Wuyang said he wanted to look at the shoes again, Jack knew that the order was almost done.

"We have two recommendations for shoes that go with this casual suit: casual shoes and lace-up shoes," Jack made his recommendation.

"Sir, please move over here and try on the casual shoes and lace-up shoes respectively, and then make a decision after seeing which style you like." Jack gave a good recommendation but did not interfere.

An Wuyang nodded, "Okay, let's try them all."

In fact, An Wuyang prefers lace-up shoes. Although lace-up shoes are more formal, the casual shoes at Zegna's house are so ugly that everyone who sees them will shake their heads.
Under Jack's guidance, An Wuyang came to the shoe area, tried on some casual shoes first, and then directly put them on the blacklist.

Because Zegna’s loafers are as abstract as ever!
An Wuyang tried on lace-up shoes again, and this time he chose a pair of brown Oxford shoes.

The shape of Oxford shoes is very good, and the brown color avoids the overly formal image of black. He put on the brown Oxford shoes to try out the fit and the feeling of walking, and then decided to choose this pair of brown Oxford shoes.

While An Wuyang was making his choice secretly, he was silently calculating the price in his mind.

The Crossover dark beige linen casual suit just now costs 26 yuan, and the brown Oxford shoes now cost 300 yuan. The total of the two is 11 yuan.

An Wuyang previously obtained a primary consumption cashback card through food rewards, which can get a cashback reward of 50-000 times the maximum consumption amount of 1. He plans to use it at Zegna.

Anyway, you should use the free reward well!

So An Wuyang continued to add, "Take a look at your belts."

"Please come this way." Jack immediately led the way. He had actually just guessed that An Wuyang might want to buy a belt.

After all, the suit has already been purchased, so why not buy a belt?
After some selection, An Wuyang chose a hemp gray suede belt. The combination of hemp gray and suede makes this belt full of casual style, thus avoiding the incompatibility with the casual suit.

This hemp gray suede belt costs as much as 4900 yuan. It has to be said that these high-end luxury brands are really expensive!
An Wuyang secretly estimated in his mind that there was still 6900 yuan left on the primary cash back card. What should he buy?
The amount of this amount is neither high nor low, and seems a bit useless.

"Do I need to buy a wallet?" An Wuyang thought with a bit of complaint.

My Lord, it is now the Summer Kingdom of 2021!
How many people still use wallets in this era?

Is it good to use one code to pay with mobile phone?

Even if I really want to buy a wallet, I won’t buy Zegna.

Wallets were excluded, as were clutches and backpacks, as they were beyond the budget range.

Zegna is a high-end luxury brand!

A clutch bag can easily cost more than 6900 yuan, while backpacks and cross-body bags can easily cost more than yuan. A budget of yuan is definitely not enough.

In the end, An Wuyang decided to focus on practicality and chose underwear and socks.

Zegna's modal boxer briefs cost 700 yuan a pair, summer cotton boat socks cost 250 yuan a pair, and cotton socks blended with cashmere and mulberry silk cost 1200 yuan a pair.

An Wuyang selected 6 pairs of modal boxer briefs, which cost 4200 yuan, and then chose a pair of cashmere and mulberry silk blended cotton socks as formal socks for Oxford shoes, which cost 1200 yuan. The total cost is 5400 yuan.

An Wuyang used the final 1500 yuan limit to choose 6 pairs of summer cotton boat socks, which he could take home and give to An Huchun, since An Huchun is also a Zegna user.

After a lot of selection, An Wuyang finally collected 50 yuan. When An Wuyang was choosing underwear and socks, Niu Fenjin completely recognized An Wuyang's identity as a rich man.

Because An Wuyang was actually choosing underwear and socks at Zegna!

Only a truly rich person would be able to do such a thing.

There are three levels hidden in high-end luxury consumption.

At the lowest level, there are classic bags and beauty products from high-end luxury brands, which are affordable for ordinary people.

For example, many ordinary white-collar women grit their teeth and buy LV's classic monogram bags, and then take the bus and subway just to fulfill their dream of luxury goods.

However, in the eyes of the rich, such behavior
Just be happy, no comments!
The second level is to buy clothing from high-end luxury brands.

Although classic bags from high-end luxury brands are very expensive, they can be used for many years or even decades after purchase.

Considering the usage time and selling price, the price-performance ratio is very high!
But it’s different with high-end luxury brands’ clothing, because many of their clothing are time-sensitive.

For example, the new T-shirts launched by LV this summer, although the price is only a few thousand to ten thousand yuan, but will you continue to wear them next year after wearing them this year?
Even if I wear it next year, will I continue to wear it the year after?

If I continue to wear it next year, people who know the business will think that I am not wearing the style and grade of high-end brand clothing, but that I am pretending.

After all, it's a style from three years ago. If you still insist on wearing it, it means your family has fallen on hard times, or you're just pretending to be cool.

Therefore, in the field of high-end luxury consumption, the consumption level of clothing exceeds that of classic bags.

But there is one exception!
That's Hermès!

Because Hermès has a distribution mechanism, their clothing is so abundant and the discounts are huge.

So in the high-end luxury field, although Hermès bags are the best in the world, the quality and price of their clothing are not even as good as LV's clothing.

Finally, the third level, which is the highest level, is to consume high-end luxury brand underwear, socks, pajamas and other products to please oneself.

The most important value of high-end brand bags and clothing is to showcase themselves through the brand, letting others know that they are using high-end luxury brands, thereby gaining a sense of psychological satisfaction.

This kind of ostentatious social attribute is indeed the core competitiveness of high-end luxury brands!

This is also the reason why luxury goods have a brand premium.

But underwear, socks and pajamas cannot demonstrate the brand value of high-end luxury brands at all.

You can't follow the example of a certain reporter who wears his underwear outside, can you?

In addition, the prices of high-end brand underwear, socks, and pajamas are very expensive and have a very low cost-performance ratio, so the users who buy them are definitely those who are not short of money.

Otherwise, you can buy clothes and bags for the same price and show yourself better.

(End of this chapter)