Thanks to a wave of recent TikToks, the internet’s been buzzing about the actual cost to produce high-end luxury products—especially handbags from brands like Hermès and Balenciaga. Chinese manufacturers have started pulling back the curtain, exposing that some of these bags cost as little as $150–$250 to make… and are being sold for $5,000, $10,000, even more.

Wild, right?

As someone who grew up in a small town where function was far more important than fashion, I couldn’t care less about designer brand names. I’ve always been more of a “buy what you like” and “snag it secondhand if you can” type of girl. So yeah, I’m a little skeptical when it comes to $10k price tags wrapped in stitched leather and shiny logos.

BUT. I’m also in branding—which means I understand exactly how and why this happens.

And honestly? It’s fascinating.

The Illusion of Luxury Is Built, Not Found

The truth is people don’t buy products—they buy feelings.

That Birkin bag? It’s not about the leather, the stitching, or the manufacturing. It’s about status. Exclusivity. The story people get to tell themselves (and others) by owning it.

The price tag isn’t just for the bag—it’s for the feeling that comes with it.

As much as I side-eye the markup, I also have to respect the strategy. These brands have mastered the art of perceived value. They’ve used branding to create desire, trust, and aspiration on a global scale. That’s not a scam—that’s brand psychology at work.

What Actually Builds Perceived Value? (Without Faking It)

So how do they pull it off? Here’s what designer and luxury brands get right (and what smaller brands can absolutely do too):

• Clarity – People can’t value what they don’t understand. A clear message about who you are, what you offer, and why it matters makes all the difference.

• Consistency – Every piece of your brand (visuals, voice, packaging, website) should feel like it belongs to the same story.

• Emotion – People don’t just want a snack or a shampoo—they want joy, connection, comfort, energy. Make your brand about more than the product.

• Confidence – Believe in what you’re offering. When you show up with certainty, your audience is more likely to believe it too.

• Design – Your packaging and visuals should match the level of quality inside. If your product is premium, the branding should reflect that.

The goal isn’t to deceive—it’s to amplify the truth of what makes your brand special. And when you do that right? People not only see the value… they’re happy to pay for it.

Branding Isn’t the Product… It Becomes the Product

When you build a brand the right way, it stops being just “the thing you sell” and becomes an experience.

And the same thing applies to CPG brands—even small or emerging ones.

That chip company that wants to go from local markets to Kroger shelves? That brewery trying to stand out in a sea of IPAs? That metaphysical brand selling chocolate bars with a twist?

They’re not just selling food or drinks or packaging. They’re selling values. Vibes. Identity.

And the only way to do that is through branding.

Want to Level Up Your Brand Perception? Start Here:

Here’s how you can start shifting your brand from “just a product” to a full-blown experience:

✅ Audit your brand touch points.

Does your website, packaging, and social content feel consistent and aligned? Would someone instantly recognize your vibe?

✅ Elevate your packaging. People do judge a book by its cover. Premium packaging can instantly boost perceived quality.

✅ Sell the feeling, not the feature. Don’t just say what your product is. Tell people what it means to them. What do they become when they choose you?

✅ Own your price. Stop apologizing. If your product is thoughtfully made, priced to sustain your business, and delivers real value—you deserve to charge accordingly.

Need a Second Set of Eyes on Your Brand?

If you're not sure whether your brand is giving premium or just... meh, it's time for a reality check—the good kind.

My Mini Brand Audit is a personalized video review of your visual branding, messaging, packaging, and digital presence. You'll get honest, actionable feedback plus one clear next step to help your brand shine.

Perfect if you’re gearing up for retail pitches, considering a rebrand, or just want to feel hella confident about what you’re putting out into the world.

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