Imagine waking up one day, realizing you need a LOUIS VUITTON handbag. Not just any bag—the one. The one that your favorite influencer casually flaunted over brunch. You rush to the boutique, only to be met with a pitying smile from a sales associate who informs you, “We don’t have that in stock.” Confused, you refresh the website daily, hoping for a restock. Weeks pass. Still nothing.

Then, like magic, it appears—on resale sites for double the price. How? Why? Because luxury brands have mastered the psychological warfare of artificial scarcity, and you, dear reader, have just been drafted into their endless cycle of desire and deprivation.

You see, high fashion isn’t about making beautiful bags anymore. It’s about selling you a dream that’s always just out of reach. The longer you chase, the deeper you fall. And before you know it, you’re signing up for the next round, believing this time, you’ll get your hands on the prize. Spoiler: You won’t.

This method tricks consumers into thinking that these bags are rare, valuable, and an investment. In reality? There are probably warehouses full of the same “sold-out” bag you’ve been stalking online. But if you knew that, you wouldn’t be willing to spend $10,000 on a piece of stitched cowhide, would you?

So, instead, the cycle continues. Sales associates are trained to dangle hope in front of customers: “If you buy a few small leather goods first, maybe we can find something in the back for you.” Translation: “Spend more money, and we might consider letting you buy an even more expensive item.”

The VIP Illusion: Are You Special or Just a Cash Cow?

Ever heard of “brand loyalty”? It’s luxury’s favorite way of saying, “Spend more now for the chance to buy what you actually want later.” High-end fashion houses like GUCCI, DIOR, and CHANEL don’t just sell products—they sell exclusivity. And they’ve perfected the art of making customers feel like they’re on a never-ending scavenger hunt, dropping thousands just to prove they’re worthy of an invitation to the real party.

Think you can walk into a boutique and snag a CHANEL Classic Flap off the shelf? Think again. First, you’ll need to “build a relationship” with the brand—which is just a polite way of saying you’ll be required to buy a few starter items. Maybe some designer sneakers, a pair of oversized sunglasses, or a monogrammed cardholder you never asked for. By the time you’ve spent a small fortune on things you didn’t even want, you might finally be deemed worthy of purchasing the bag that started this absurd game in the first place. And just when you think you’ve made it, the price goes up—again. Because in luxury fashion, the only real loyalty is to the bottom line.

Resale Racket: Why Some Bags Are Worth More Than Your Rent

By now, you might be thinking: “Well, at least my luxury bag is an investment, right?” Not so fast. Yes, some bags appreciate in value, but only because brands control the resale market just as much as they control retail. HERMÈS Birkins don’t skyrocket in price because they’re rare—they skyrocket because HERMÈS tells you they’re rare.

Meanwhile, bags that were once “must-haves” (cough BALENCIAGA Mini Andiamo cough) can plummet in value faster than you can say “depreciation.” One moment, influencers are hyping it up. The next, it’s selling for 70% off on consignment sites, discarded like last season’s reality star.

The Price of “Privilege”

The Manufactured Illusion of Rarity

Luxury brands love to make you believe their bags are scarce, but let’s be real—it’s all a game of artificial exclusivity. HERMÈS, CHANEL, and LOUIS VUITTON don’t just happen to have low stock; they create low stock. The infamous HERMÈS Birkin isn’t rare because it’s hard to produce—it’s rare because HERMÈS deliberately limits access, making sure only the chosen ones get their hands on it.

The Only Way to Win is Not to Play

At the end of the day, luxury handbags are not about quality, craftsmanship, or timeless design. They’re about power—specifically, the power of brands to make you feel unworthy without their product. The chase, the waitlists, the artificial scarcity—it’s all a game designed to keep you spending, chasing, and believing that this next purchase will be the one that changes everything.

But here’s the truth: No bag—no matter how expensive, exclusive, or highly-coveted—will ever fill the void that these brands convince you exists. The sooner you realize that, the sooner you can break free from the luxury Ponzi scheme.