What’s your story?
Every Hermès scarf is screen printed by hand onto silk. Even the rolled edges are hand-sewn. Their pieces are great, but you only care when their narrative matches your own. Those with a preference for mass-market luxury goods will likely prefer LV goods to Hermès goods, for instance.
Everything in an Aston Martin is made of what it looks like – if it looks like carbon fiber, it’s carbon fiber. If it looks like wood, it’s wood. Their pieces are great, but you only care when their narrative matches your own. Those who prefer reliability over hand-built will likely prefer Toyota to Aston, for instance.
In the above examples, scarce, hand-made goods need to be important to you before those offers matters to you.
A relationship with the artisan, or something to keep you warm.
A piece of British automotive history, or something to get you where you’re going.
The story the buyer is telling – and the company’s ability to narrate that story – is just as important as the product for sale.