普通品牌的亚麻衬衫只需16英镑，而贵价品牌相似款式的衬衫能卖到625英镑。在奢侈品销售的背后，隐藏着深刻的心理学秘密。今天，从事奢侈品行业的Paul Russell带你解密奢侈消费背后的核心。
Have you ever wondered why a company like Loro Piana can sell a white linen shirt for £625 when you can get a perfectly functional linen shirt from somewhere like H&M for £16?
Well, the answer is linked to behavioural psychology and recognising that selling luxury creations requires a uniquely different set of skills than traditional selling.
My name is Paul Russell, and if you're new to my videos, I'm the managing director and co-founder of Luxury Academy, where I've had the privilege of collaborating with globally renowned luxury businesses, helping them to forge meaningful relationships with high net worth clients.
I'm going to take you behind the scenes of luxury selling, focusing on the psychological aspects so you too can learn how to influence high net worth clients to buy from you.
Now, the first and I think perhaps the most important lesson is that luxury is all about desire.
You see, desire is in the intensely strong emotion and we as humans will do almost anything in its pursuit.
It's desire that enables brands like Loro Piana to sell breathtakingly expensive shirts, as I mentioned in the introduction.
A huge mistake people often make is confusing desire with needs and wants.
Nobody needs to pay that much for a shirt.
That's why phrases like needs analysis within luxury annoy me so intensely.
