Aime Leon Dore (ALD) and similar brands have achieved remarkable success by masterfully crafting narratives that resonate with consumers, tapping into a sense of self-expression that compels people to pay substantial premiums, often 10 times the cost, even for seemingly ordinary items like basic sweatshirts.

Another strategic maneuver frequently employed by these brands is the deliberate cultivation of scarcity. They intentionally produce limited quantities of high-demand items, causing swift sell-outs. This scarcity-driven approach compels consumers to make purchases driven by fear of missing out (FOMO) or with the intention of reselling items at a profit in the secondary market. It prompts us to reflect on how often we've found ourselves waking up early to secure an item, not out of necessity, but due to the anticipation of its rapid sell-out. Chances are, it's happened more than once.

For brands like ALD, individual customers may appear inconsequential. They seem less concerned about catering to individual needs because they've succeeded in shaping the perception that their offerings are "special," even when, in reality, they might be basic products crafted from polyester, priced exorbitantly at $500.

Furthermore, their cashmere sweaters have witnessed a price increase of 65% in under three years. This surge in cost cannot be attributed to high demand, as most of their basic knitwear items eventually go on sale. Instead, it appears to be a strategy aimed at deceiving customers into believing they are getting significant savings during their 40% off sales events.

However, when these brands consistently disregard customer inquiries or concerns related to their orders, it's a crucial moment for us to pause and contemplate. It's an opportunity to convey that, regardless of their storytelling prowess, fundamental lapses in their operational aspects can erode customer loyalty. We should consider it important not to support brands that exhibit a sense of entitlement to our patronage, to the extent that they show little regard for the inconveniences they might cause their customers.