Luxury products and their universe of tangible and intangible values

“By placing a Louboutin on the feet, the woman immediately becomes aware of her posture and body, which gives a sense of power. High-heeled shoes require this, that body control. You need to be aware of your posture to walk on them. And when the woman sees her silhouette improved by a pair of high-heeled shoes, she feels more present and much more powerful”.

It was with these words that Christian Louboutin responded in 2012 to a questioning from a Brazilian magazine that asked for an explanation on the reasons why his shoes fascinated so much the feminine public. Much more than answering the question, the French designer offered an interesting reflection on the tangible and intangible values ​​that exist in luxury goods.

In the case of the products created by Louboutin, shoes, there is a tangible value that is formed by the materials used in its composition, the hours of the professionals that were dedicated to the manufacture and the marketing and advertising costs of the products, to be only with the expenses more evident.

However, far beyond this immediate cost, the value of a high standard product is formed by the intangible concepts it represents. Again, to cite the French designer, whoever buys the shoes of his brand is more interested in the feeling of wearing it, in how that feeling will affect his life, in how the shoe will increase his self-esteem.

Although concepts such as “rational choice” and “valuation objectivity” are widely used in the most diverse economic segments, in the luxury market acquisitions are much more emotional than rational. That is, luxury goods are not necessarily intended to meet a need, but a desire.

From Louboutin shoes to Tiffany & Co. jewelry, or from Maserati cars to new Gucci collections, intangible values ​​play a prominent role in the interest of consumers, and only brands that value and enhance these values ​​tend to be successful today.