British GQ magazine is exploring the key investment pieces contained in men’s wardrobes through a series on its newly launched video channel.
“Luxury of Less with Jim Chapman” takes viewers inside Savile Row tailors Gieves & Hawkes, Turnbull & Asser and watchmaker Tag Heuer, uncovering the reasons why their garments or watches cost more than those that can be purchased on the high street. For the luxury brands featured in this series, this may serve as an introduction to readers and also help to justify their price points.
“Investment pieces, especially from the perspective of general consumers, can appear as marketing speak for ‘really expensive,’” said Romey Louangvilay, chief curator and director of digital marketing at Curate Directive, New York.
“Often, consumers do not see the value and they are often quick to pursue a more affordable item in the short term,” he said. “For instance, someone may buy a white shirt for less than $10 because it is more affordable than, let’s say, the $90 white shirt.