Welcome to another episode of "The Luxury Mind" with Helen Villers and Paul Russell. This week, Helen and Paul delve into the fascinating world of aspirational marketing in the luxury sector.

Building on last week's discussion about emotional rewards, they explore the powerful desire to own iconic items like the Birkin bag by Hermès.

Helen candidly shares her own aspirations and desires, sparking a broader conversation about how luxury brands harness these feelings to create compelling marketing strategies.

The discussion extends to the nuances of generational and social class differences in what is considered aspirational.

Join us as we unpack the intricate psychological tactics luxury brands employ to captivate and inspire their audience, ultimately shaping consumer behaviour and driving success.

Whether you're a luxury enthusiast or a professional in the luxury sector, this episode offers valuable insights into the aspirational dynamics at play in high-end marketing.