For Whom the Vuitton is Sold
posted by Frank Pasquale
What is the social function of a $52,000 handbag (the Louis Vuitton “patch bag” pictured at right)? I’ve speculated that such bags can make trademark restrictions a new sumptuary law, designed to prevent the masses from “status signaling” they can’t really afford. The head of Luis Vuitton’s parent company suggests that everyone might be aspiring to such a bag:
“You feel as if you must buy it . . . or else you won’t be in the moment. You will be left behind,” chief executive Bernard Arnault explained to Dana Thomas for her new book, “Deluxe: How Luxury Lost Its Luster.”
The Wall Street Journal suggests that even if such bags are out of reach of most consumers, they still perform an important “anchoring” role in subconsciously raising the bar for what we consider a “reasonable” expenditure:
[M]any luxury brands — selling everything from $14,000 Ralph Lauren handbags to $899 Bugaboo baby strollers and $6,900 Beefeater barbecue grills — push their top price points higher than they’ve ever gone before. What’s priced below falls into that ever-expanding category: “affordable luxury.” Some people cut and run when confronted with prices that seem crazy. But many of us experience a sudden emotional-mathematical transformation. We set a new ceiling for a “reasonable” price. Disinclined to go all the way to buy the trophy, we instead settle for a consolation prize.
So do not ask for whom the Louis Vuitton “patch bag” is sold–it is sold for you.
September 5, 2007 at 9:17 am
Posted in: Intellectual Property
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Responses (10)
Dudley - September 5, 2007 at 1:15 pm
“I do not possess, in order not to be possessed.” –Antisthenes
eric - September 5, 2007 at 4:08 pm
The obvious social function of the LV patch bag — quite possibly the ugliest piece of couture in history — is to mark the bearer as an obvious imbecile who cannot be trusted with money.
Bruce Boyden - September 5, 2007 at 5:11 pm
I don’t think the sumptuary law idea works. You don’t need trademarks to signal status. Heck, you don’t even need to be human — chimps do it.
http://www.jstor.org/view/00335770/dm994754/99p24977/0
Humans and rhesus monkeys can sort out status just by glancing at each other.
http://www.jstor.org/view/00377732/di010886/01p0149w/0
I’ll take LV handbags over grooming with a stick.
Laura - September 6, 2007 at 1:11 pm
“Oh, reason not the need!”
Miriam Cherry - September 9, 2007 at 5:39 pm
It’s not even that nice a bag, at least from this picture. The only thing that might justify a price like this is if it has a lot of gold.
(I miss Canal Street!)
Louis Vuitton - September 9, 2007 at 7:41 pm
Louis Vuitton is definitely a hot brand of handbags and accessories but I really prefer Chanel and this article just adds to my views I am not much feeling the styles, I really would prefer to have a Chanel or even a Chloe it would even cost me less.
Louis Vuitton - September 9, 2007 at 7:48 pm
Louis Vuitton is definitely a hot brand of handbags and accessories but I really prefer Chanel and this article just adds to my views I am not much feeling the styles, I really would prefer to have a Chanel or even a Chloe it would even cost me less.
Massie Block - November 13, 2007 at 11:03 am
I love this bag and if I saw it I would have it with me now if I had the chance to buy one I would but there are only about 25 in the WORLD
Massie Block - November 13, 2007 at 11:03 am
I love this bag and if I saw it I would have it with me now if I had the chance to buy one I would but there are only about 25 in the WORLD
Renata H. - May 13, 2009 at 8:13 am
You made some good points there. I did a search on the topic and found most people will agree with your blog.
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