The perception of brands differs between the working class and the wealthy. Some luxury goods that may require saving up for by the working class may not necessarily be the focus of the wealthy. The rich pursue a discreet kind of luxury, and they have the financial means to achieve this goal.
Brands represent what economists call “positional goods” — their value comes from the signal they convey, but this signal is only effective when someone receives it. Therefore, the different brands pursued by people in different social classes are like speaking different languages to express their success.
Here are ten brands of products that the wealthy won’t buy, but the working class might save up for, as compiled by health magazine VegOut. Through these comparisons, it is illustrated that the meaning of purchase does not lie in the price tag but in what you give up to obtain it.
For some working-class individuals, buying a Coach handbag may require saving money for three months, but it holds significance. This handbag represents attainable luxury, made of genuine leather and exquisite craftsmanship, giving a sense of distinction.
Meanwhile, the wealthy turn to brands like Bottega Veneta or unbranded fine Italian leather handbags, which, though five times the price, quietly convey information. They aim to conceal their wealth beneath an ordinary exterior.
Bottega Veneta is an Italian luxury brand founded in 1966, owned by the French conglomerate Kering. It is known for its exquisite traditional leather weaving craftsmanship and understated luxury style without logos.
A Michael Kors watch may cost $300, representing a commitment, proving that you can achieve what you want through effort and patience.
The wealthy wear Patek Philippe or even nothing at all. Patek Philippe watches are highly sought after by astute collectors.
Limited edition Jordan sneakers are worth the investment. Working-class sneaker enthusiasts know every release date, background story, and detail, making them worth the money.
The wealthy may also own Jordan sneakers, but they are rotated with brands like Common Projects and Balenciaga — just a part of the rotation, not novelty items. High-priced shoes hold little significance, at least to those who truly understand the meaning of Jordan sneakers.
Common Projects is a New York-based footwear brand founded in 2004, known for its minimalist design, Italian craftsmanship, and high-quality materials like Nappa leather.
Balenciaga is a high-end luxury fashion brand originated in Spain, now under the French conglomerate Kering. The brand is renowned for its innovative architectural silhouettes, exquisite tailoring, and strict use of fabrics covering clothing, leather goods, footwear, and accessories.
For the working class, each Polo shirt is worth dry-cleaning and preserving.
Real wealthy individuals switched to brands like Loro Piana years ago, where a plain T-shirt costs $400 and intentionally appears ordinary.
Loro Piana is an Italian high-end luxury brand known for its extraordinary craftsmanship using rare materials and understated elegance, specializing in cashmere and vicuña products.
The $1500 Canada Goose parka represents several months of installment payments, a practical luxury item that provides warmth and a sense of accomplishment. For the working class, it is the ultimate investment for winter.
The wealthy wear vintage Barbour with better effect and hardly attract attention.
Barbour is a British clothing brand founded in 1894, known for its classic waterproof and windproof waxed jackets made of exclusive oilcloth, representing British countryside style loved by the royal family and fashion icons.
Gucci is a luxury brand for the working class, the iconic “double-G logo” signifies something extraordinary and embodies a form of success.
While many people are unfamiliar with the belt brands worn by the wealthy or the increasingly common unbranded belts. When your entire life is meticulously planned, the belt no longer has the responsibility to “maintain appearances.”
The $350 Beats by Dre headphones are a statement — showing your appreciation for music and yourself, willing to invest in it.
The wealthy casually use the headphones that come with their phones or invisible high-priced headphones without branding. They do not need accessories to express anything, as their address already speaks for them.
Timberland boots embody urban heritage — symbolizing the tough image of construction sites, embodying New York’s historical pulse, and durable boots worth maintaining and cherishing. Each scratch on these $200 investment pieces is heart-wrenching.
The wealthy wear intentionally distressed Red Wing sports shoes because deliberately created authenticity itself is a unique luxury. The brand’s products are entirely handmade, utilizing Goodyear construction, with replaceable soles that mold to the wearer’s feet over time.
Victoria’s Secret is a brand pursued by working-class women, with prices not being cheap. Wealthy women opt for brands like Eres or La Perla. These brands do not advertise because they do not need to. They are willing to spend more money on items that are not flashy, heavily padded, or overly embellished.
Eres is the lingerie and swimwear brand under the French luxury conglomerate Chanel, while LA PERLA is one of the top world lingerie, women’s wear, and swimwear brands and a pioneer in fashion.
TAG Heuer is a Swiss luxury watch brand known for its precise chronographs and sporty timepieces, under the French luxury conglomerate LVMH.
This watch symbolizes promotion, marriage gift, and a reward for “we’ve made it through another year.” It represents Swiss precision and innovative technology, and the reason why the working class owns it lies in precise financial management and their own efforts.
However, the super-rich collect products from independent watchmakers that sound like fictional names.