• 6 min read
• Published on 25 July 2025
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View the full Basket:VIP Room Portfolio
It’s a funny old world, isn’t it. For most of my life, I’ve been conditioned to hunt for a bargain. We all have. We compare prices, we wait for the sales, we feel a quiet sense of triumph when we get something for a little bit less. Then you have the luxury sector, an entirely different universe that operates on principles that seem, frankly, bonkers. In this world, the more something costs, the more people seem to want it. It’s a fascinating paradox, and for an investor, it’s one that warrants a closer look, because understanding this strange psychology could be quite profitable.
View the full Basket:VIP Room Portfolio
Let’s be honest, nobody needs a handbag that costs more than a small car, or a watch that could fund a comfortable retirement. These companies aren't selling utility, they are selling something far more potent. They are selling status. They are selling a membership card to an exclusive club, and the high price tag is the annual fee. When a company like Ferrari announces it’s only making a handful of its latest supercar, the queue of buyers doesn't shrink, it grows. The scarcity is the point.
This creates what I call the velvet rope economy. These brands deliberately keep supply tight, creating a sense of unobtainable desire. They can raise their prices year after year, not in spite of inflation, but because of it. The price increase simply reinforces the message that this is not for everyone. This gives them a defensive quality that most businesses can only dream of. While other companies are slashing margins to compete, luxury houses are calmly adding another zero to the price tag, and their customers thank them for it.
View the full Basket:VIP Room Portfolio
This peculiar business model is being supercharged by a simple global reality, the world is getting richer. Not everywhere, and not for everyone, of course, but the number of millionaires, particularly in Asia and the Middle East, has exploded. This new class of affluent consumer is hungry for the status symbols that Western luxury brands have spent centuries cultivating. For them, a Louis Vuitton suitcase or a Cartier bracelet is a rite of passage, a tangible signal that they have arrived.
This isn't just a flash in the pan. It’s a fundamental demographic shift that could provide a tailwind for these companies for decades to come. They are no longer just catering to old money in Paris and London. Their new playground is global, and the pool of potential customers is growing every single day. It’s a powerful growth story, built on the simple, enduring human desire to show off.
View the full Basket:VIP Room Portfolio
So, who are the masters of this game? You have the conglomerates like LVMH, a sprawling empire of desire that owns everything from Dior to Dom Pérignon. They have diversification down to a fine art, ensuring that if perfume sales dip, champagne sales might just pop. Then you have specialists like Richemont, the gatekeeper of ‘hard luxury’, the watches and jewellery that are seen not just as trinkets, but as stores of value that can be passed down through generations. It’s these kinds of unshakeable giants that form the backbone of investment themes like the VIP Room, which groups together the masters of this particular universe.
Of course, no investment is without its risks. The biggest threat to a luxury brand isn’t a recession, it’s losing its mystique. If everyone can have one, nobody wants one. Managing this delicate balance between growth and exclusivity is an art form. A major global downturn could certainly dent profits, and currency swings can play havoc with the balance sheets of these international players. But to me, the resilience of these brands, built on centuries of heritage and the strange quirks of human psychology, makes them a uniquely compelling proposition. They’ve understood something fundamental, that sometimes, the most desirable thing in the world is the thing you can’t have.
View the full Basket:VIP Room Portfolio
View the full Basket:VIP Room Portfolio
View the full Basket:VIP Room Portfolio
View the full Basket:VIP Room Portfolio
View the full Basket:VIP Room Portfolio
View the full Basket:VIP Room Portfolio
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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