Why Louis Vuitton Burns Bags

The ashes are worth more than money

In the world of fashion, brands cluster into different segments. While Zara is fashionable and affordable, Chanel is timeless and costly. From how a store feels to product packaging, a brand takes a distinctive positioning.

As per the upscale brands, the price is a good indicator of luxury. A Louis Vuitton handbag can cost $5000, and that defines who can afford it. However, there is simply more to it.

Louis Vuitton is a French fashion brand dating back to 1854. With a strong heritage, it is one of the most valuable brands in the world. Handmade with high-quality materials, Louis Vuitton products reflect the high-end side of fashion.

Starting at a sharp price point, it is not affordable for everyone. The lack of affordability also results in vast sums of replication. On the touristic streets of Paris or Milano, the LV logo appears on extremely cheap bags and wallets.

While Louis Vuitton replicas travel across the world, powerful craftsmanship and defining features make it easy to judge authenticity. With one look, it is easy to tell if a handbag is fake or not.

Namely, Louis Vuitton remains scarce despite the replicas. The originals are expensive, limited in numbers, and sold only in specific locations. It is a strong narrative to be scarce because it results in desire.

Through establishing scarcity, a simple wallet becomes a commodity of desire. For humans, rare is desirable — even more so if there is a strong demand behind it. Many people want to purchase a Louis Vuitton bag for the sake of owning it. It is not only about fashion, but it is about status and fulfilling a desire.

As part of this strong narrative, it does not fit Louis Vuitton or any other luxury brand to go on sales. Discounts challenge the notions of uniqueness and affordability.

Adopting a simple 30% discount means that 30% more people can now afford it. This is far from what Louis Vuitton wants.

Louis Vuitton needs to remain rare and desirable. Therefore, instead of going for discounts, the brand burns the unsold pieces.

It is controversial and wasteful. As the time and effort of people who worked on the bags go to waste, Louis Vuitton also loses potential profit. However, that’s a price they choose to pay in the name of luxury.

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