[00:00:00] It means that it's difficult on one end to measure the potential, the size of the market.
[00:00:07] On the other end, it means it's unlimited.
[00:00:11] It's potentially unlimited because this product, in a sense, they are not needed.
[00:00:17] They are, I would even say, they are totally useless.
[00:00:21] You don't need another tie.
[00:00:23] You don't need another suit. Back in 2012, a guy named David Price Stole, Luxury Living. He snooped around luxury hotels and identified people who were planning to check out soon. He would call a front desk, pose as the person and say he'd like to extend his stay.
[00:01:42] The front desk would ask if he'd like to keep the expenses on his credit card and, expensive watches, jewelry, perfumes. In fact, there's a long list of items that are considered luxury must-have. But why? Why isn't a top-of-the-line Timex considered less luxurious than a Rolex? The Timex website put its most expensive watches at around $500.
[00:03:01] That's not cheap, but with some budgeting,
[00:03:03] most people could put that kind of cash together.
[00:03:06] Shopping for Rolex watches online. the art of selling dreams. Dreams, not only for the consumers, dreams for the investors. This industry makes a lot of investors dream. Dream for the employees who think that, you know, working in a sector for which they have some passion, a real, you know, personal interest in the product
[00:04:21] will make them more happy.
[00:04:23] That's a dream element as well.
[00:04:25] So the dream is really smart, you can see turnover progressions which you don't see in most sectors. Now if a con artist talks to you out of your Rolex, what have you lost?
[00:05:43] Certainly you've lost the money you spent on the watch, but if you have good insurance, that they're being led in on a sure-fire way to beat the stock market. But what if the con artists weren't doing anything illegal? And they were just as skilled, maybe more so, than those running the scams. What better place to look than real estate agents?
[00:07:04] You're made with beginning ready with dinner while that the space was out of the reach of most people, especially those who needed affordable housing, so she set out to capture the views available only to the Uber rich and turned them into a book. Friends and real estate agents told her she'd
[00:08:22] never get into those properties. The agents the top, she got to see the views and they were spectacular. But the story she wanted to tell was about the homeless. Those who would never see these views.
[00:09:41] I think the way poverty is usually portrayed is from the market. Then you would have the oak floor, which is always the best type of oak floor. And there's like really nothing that would make any of these buildings stand out, to
[00:11:01] be honest.
[00:11:02] But it's not really surprising when you realize that it's solely a form of investment, most
[00:11:08] of the very big problems of these buildings they are casting sometimes hundreds and hundreds of marketing is needed for them to enter the luxury category. For that, we go back to Dennis Moore's set and his business master class. Is it possible to create a luxury brand today? Because of course, somehow you have to start somewhere and these luxury brands, they started somewhere a sort of limited definition of what the brand stands for. It's called the DNA. Most people call it the DNA. The DNA as opposed to the brand identity, the brand identity is very vast.
[00:15:02] All brands in the world have an identity.
[00:15:05] Luxury brands like to talk about a DNA. to get that information. MUSIC Maybe being smart enough to buy the knockoff is the best example of luxury. Because it demonstrates that you have the wisdom to reject the notion of spending outrageous amounts of money to determine what time it is, when the information is on your phone and on signs all around you.
[00:16:23] MUSIC