How Luxury Brands Create Hype to Boost Sales ✨

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All content directed, written and edited by John Mauriello. John Mauriello has been working professionally as an industrial designer since 2010. He is an Adjunct Professor of industrial design at California College of the Arts.

Are luxury designer goods ever worth the hype, or are they just a scam?

Main Works Cited:
"The Luxury Strategy" by Jean-Noël Kapferer and Vincent Bastien
"Luxury: A Rich History" by Peter McNeil and Giorgio Riello
"Deluxe: How Luxury Lost Its Luster" by Dana Thomas
Carwow Rolls-Royce vid: https://youtu.be/Bu0UhBrzd8k?si=shOiDx9-O2Kklyof
VINWiki Ferrari VIP vid: https://youtu.be/BH7zY6kQ_Io?si=5kWqAfP8CIdt237V

Other works were cited but in a smaller capacity. When referenced, they are displayed in the bottom left corner of the video.

Time stamps
0:00 Intro
2:40 Elevation
3:55 Jumping Through Hoops
8:47 Convenience
9:40 Legends and Luxury
11:30 Time
14:23 Asus Sponsor
16:10 Legacy
17:28 Patina
18:14 Time and Craft
19:36 Enduring Design
21:35 Elitism through Appreciation
24:10 Space
31:10 Is Luxury Losing Its Identity?
35:18 Beauty is a human need