In many cases you are not buying a product but an “identity enhancer.” Designer labels are primarily collective identities that you buy into. They are expensive and therefore “exclusive.” If everybody could buy them, they would lose their psychological value and all you would be left with would be their material value, which likely amounts to a fraction of what you paid.
Eckhart Tolle, A New Earth: Awakening to Your Life's Purpose
consumerism, identity, product