The conundrum of exclusivity

It's all terribly modern to own something that requires a waiting list, wild desperation, begging, and possibly a sacrificial goat, only to discover everyone in the Amex lounge in T3 already has one.

Luxury brands have pulled off the kind of trick that would make Paul McKenna weep: convincing people they’re lucky to buy what everyone else, somehow, already owns.

It’s not quite deception, but it is synchronised choreography. Like watching whirling dervishes.

Take the Birkin. Supposedly rare. Available only by handing over your first born.

And yet you’d be forgiven for thinking they’re handed out with boarding passes at DXB.

It’s not a lie. Not exactly. They just limit supply the way Tramp limited entry in the 90s.

Exclusivity’s awkward like that. Too rare and no one notices.

Too common and it’s a Harrods bag hiding the Tesco shop.

So brands thread the needle.

They ration visibility just enough to stoke envy, then make sure every Z-lister lusts after it.

And we fall for it. Not because we’re stupid, but because we’re human.

We want what our heroes have. Or whoever we’ve decided is fashionable that week.

It’s aspiration, scarcity, and a very well-managed sense of loss aversion.

And yes, you’ll still want it, even though your hairdresser has one.

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PS. If you liked this, there’s a newsletter. If you didn’t, there’s still a newsletter. Life’s full of small disappointments.

PPS. Yes, I can also teach you how to position your own brand this way. Although I'm hideously expensive. After all, Amex lounge membership doesn't buy itself! 😳