So ‘What is the science and spark behind our fixation with Luxury?’
Let’s take a moment to talk about something we all have in our lives, whether we are aware of it or not;
‘Obsession.’
There, we said it. ‘Obsession.’ A big word. Scary word. The perfect name for a cologne. It’s not a bad word, really, however it does conjure up images of rock stars being chased down the street by manic fans, or the classic movie ‘Fatal Attraction.’
Now, rest assured, none of us here at LUC8K are registered ‘bunny boilers’ but if we’re honest, which we always are, we hold our hands up and confess; We are obsessed.
And not just by one thing. We have an obsession for lots of things. Some big. Some tiny. Some ridiculously minuscule things. But, we just can’t help ourselves. Its in our nature, and there’s nothing we can really do about it.
The Psychology Behind Luxury Obsession: Understanding Consumer Behavior
Obsession is that twinkle in the eye. The fire in your belly. It keeps you awake at night, and it’s the first thing you think about in the morning.
At LUC8K, we don’t fear obsession. We don’t shy away from it. We love it. Embrace it. We celebrate its power, because we believe obsession and luxury go hand-in-hand, like the finest silk gloves and a night at the opera.
"Obsession is that twinkle in the eye, the fire in your belly. At LUC8K, we believe obsession and luxury go hand-in-hand, like the finest silk gloves and a night at the opera."
But one must ponder; where does obsession come from? How does it start? Where does it end? And ultimately, does it ever end?
Why are we obsessed with owning nice things? Precious, rare, shiny, new, beautiful, bespoke things? What drives our obsession for perfection? For building silly rockets to take us to Mars?
What drives this insanity inside us that knows no end - and no bounds? Let’s do some exploring, shall we? Right here on planet earth…
The Neurochemistry of Luxury Desire: How Dopamine Drives Shopping Behavior
Whether it’s a car, a scent, a human, horse riding, The Titanic, or a bespoke LUC8K Tote bag - whatever you’re obsessed with, you can be sure that it all started inside your brain.
According to science, obsession is actually a biopsychological experience. In other words, the moment we become obsessed with something, our brain lights up like a firework display above The Champs-Élysées.
Your brain is the root cause of your desires and it controls you and your emotions, making sure that you attach meaning to things and pursue them at all cost.
"Luxury consumption positively affects an individual's subjective well-being. Still, guess what science says will make you even happier? Giving your money away."
Let’s talk a little bit about the science behind your desires. It’s complicated, but here it is in a nutshell; Once you see that stunning, bespoke, hand made LUC8K Shopper bag, your neurochemical reward system (AKA - “The Wanting System”) leaps into action, activating your mesolimbic dopamine pathway.
Your Dopamine is fired up, releasing a chemical we can’t control that urges us to want, crave, and hunt. We then bond emotionally to the item of lust thanks to our enhanced levels of Oxytocin and vasopressin. Cortisol is then added to the mix inside our head, which adds a sense of urgency to the beautiful shiny thing we crave.
Replace LUC8K bag with George Clooney in his heyday, and you get the gist.
Your dopamine pathway is triggered when you see that gorgeous, unique, handmade LUC8K purse; the same molecules causing love and addiction also set off obsession.
But, obsession is one thing, is passion another thing entirely? Or are the two emotions intertwined? Hmmmm…
Luxury Consumer Psychology: Obsession vs Passion in Premium Purchases
They are two different beasts but yet two very similar animals. For example, at LUC8K, we are passionate about bags, but we have an obsession for detail. Psychologists separate passion from obsession by using all kinds of data, scientific research, years worth of human testing and sliding scales to tell us what we already know.
They are not the same thing. Passion is warm and fuzzy. It’s harmonious. It’s love. It’s the sun to the moon of obsession, which is all encompassing. It is waking up at 3am worrying about the next design trend. It is passion on speed, bordering on insanity. Its gravitational pull tugs at you until you cave in to its demands, and yes, it never stops.
Artisan Craftsmanship Psychology: The Obsession with Luxury Details
Together, passion and obsession are both wonderful tools for creativity.
But, on its own, obsession is when the magic really happens. It’s when Frederique (one of our crafty artisan elves) spends months in his workshop at our atelier in France, perfecting a tiny, little detail. It’s far from annoying, we LOVE it when he does this!
It’s when one of our leather experts decides that a hide is simply not up to scratch (“99.5% may as well be 0%” is one of his favourite sayings.) Every rivet, fold, stitch, and stud at LUC8K is looked at through the eyes of obsession for advanced leather craftsmanship.
We have an obsession for the minuscule details, but we are also obsessed by how our products smell, and how they feel when you touch them. When you love leather, you just know how it is supposed to smell, look, feel and even sound. It’s not crazy to us, this is normal. It’s how it is supposed to be, and anything less is ‘just’ a passion for what we do and make.
Ultimately, obsession is when one of our customers spends weeks pouring over blogs, Pinterest, and fashion pages looking for the absolutely perfect luxury leather bag that simply HAS to go with their pink and yellow summer dress.
And when perfection is made, and found, it is something to truly behold.
The Beauty of Bespoke Luxury: Why Personalization Triggers Emotional Attachment
When something is personal, it becomes meaningful and even more beautiful. Our customers’ obsession for finding and owning unique luxury items stems from the fact that they want things that feel like they were made just for them, and no one else.
It’s not just our truly bespoke bags. This applies to luxury experiences too. Bespoke weekends away, where every single detail is tailored to fit the traveller’s requirements, right down to the perfect bed linen and candle scents in the hotel room. It’s all ME, ME, ME!!! But that’s OK. Obsession is most definitely a ME thing ;)
Obsession is beautiful when the end product is something to treasure. When it brings joy beyond words. When it kick-starts your neurochemical reward system and activates your mesolimbic dopamine pathway.
When it brings pure, unbridled, unlimited joy.
Gen Z Luxury Consumer Behavior: The Psychology of Unique Premium Purchases
Joy has no boundaries, and obsession for luxury has no minimum age. Like most of us, the new generation have an obsession for the finer things in life. They have money and spare time to spend it, but how they choose to spend it has changed significantly from a decade or so ago.
"By 2025, Chinese luxury consumers will account for 25% of global luxury spending, while Gen Z and Millennials combined will drive 70% of premium goods sales through psychological triggers focused on authenticity, sustainability, and value alignment."
Growing up, we weren’t obsessed with social media - mainly because it either didn’t exist back then, or it was early days - whereas GenZ are hooked. It’s their lifeblood. They curate their identities online, and every moment they capture, every single snapshot of their lives has to be filtered, polished, and adjusted to fit their own personal ‘brand’.
And when it comes to owning brands and chasing logos, GenZ are now less inclined to go with the flow, and more likely to go their own way. They don’t want what everyone else has got, they want the opposite.
They are obsessed with uniqueness and turned off by ubiquity. They relentlessly seek out pieces that spark curiosity, tell stories, have real meaning, and represent who they are as individuals. Bags and other luxury items that are one-of-a-kind, and that only they own.
And, their obsession with firsts is unmatched; First editions. First drops. First-of-its-kind exclusive designs. They want to be the first to own it. Wear it. Make it theirs for others to follow.
"Gen Z consumers turned off by ubiquity are fascinated with individuality. They search for luxury items that pique interest, tell stories, and reflect who they are personally, nonstop."
Understanding Luxury Consumer Neurochemistry: Dopamine, Oxytocin & Purchase Psychology
We know we’re they’re coming from and how they feel. So, may we just be the first to say, ‘welcome on board GenZ, we like your style, come and be obsessed with us.’ Because, when it comes to an obsession for luxury, we’re with you.
We know the dopamine of discovering something new and bespoke. The oxytocin of falling in love with the craftsmanship. The serotonin of sharing it with people who get it. And yes, the cortisol when you realise you only live once, and you simply MUST have those colors before anyone else.
"We know the dopamine of discovering something new and bespoke. The oxytocin of falling in love with craftsmanship. At LUC8K, we're fluent in the language of luxury obsession."
At LUC8K, we’re fluent in the language of obsession because our customers don’t just buy beautiful things - they pursue, collect, obsess over them, and we wouldn’t have it any other way.
Sustainable Luxury Obsession: Ethical Craftsmanship and Consumer Psychology
So, there you have it. At LUC8K, we’re obsessed. With details. With Luxury. With creating the most beautiful things on Earth, with pride and precision, for those who share our obsession - all designed online and made-to-order.
Obsession is a good thing when the end result is joy. When it is handled responsibly and ethically.
Because then it becomes sustainable.
Obsession is not a flaw, it’s a gift, and all those who feel deeply about something and chase their dreams no matter what, deserve to unwrap it.
Stay obsessed!
With Love,
The LUC8K Team x