Why do Americans generally not buy luxury goods?

Outbound tourism is bound to go shopping, especially luxury brands, because luxury goods are the most expensive in China, the cheapest in Europe and the second in the United States. But we don't see many people buying luxury goods and driving famous cars in America. Why?

Recently, a friend came over for a holiday. He works as a manager in a luxury brand store in Beverly Hills. We talked about last year's "Eleventh" Golden Week when vendors in China "washed" American luxury brand stores, and also talked about my question: Ordinary China people want to buy a Chanel bag with a monthly salary of 5,000 RMB. But ordinary Americans, if their monthly salary is $5,000, want to buy a Chanel bag, but it is more than $3,000. Since American luxury goods are so cheap, why don't ordinary Americans all wear Chanel clothes, with Hermes bags in their hands and LV shoes under their feet?

Why don't Americans buy luxury goods?

First, many things classified as "luxury goods" in China are not luxury goods at all in the United States. For example, CK's men's underwear costs $9.9 in discount department store Ross, but only 19.9 in CK's specialty store. If China people and Americans earn 3000 yuan a month, not counting the exchange rate difference, you can't buy three pairs of underwear at Shenzhen Dongmen 10, how can you be considered a luxury? For example, skin care products, such as Lancome, are only a few tens of dollars a bottle, while L 'Oreal and the like are sold in small department stores and pharmacies on the street. A bottle of more than ten dollars is not a luxury at all.

Second, "luxury goods" have special significance in the United States. They represent something that people in a certain circle use together. If you are not in that circle, but you use something, others will think you are different. For example, in a company, the CEO, CFO and chief operating officer all wear Armani trench coats, but suddenly one day the little white collar of the sales department also wears Armani trench coats to work. Her colleagues will not envy her for having money to buy this luxury, but will wonder: "Has she been promoted to sales manager?" Under this conjecture, she may lose her job. You are not from that class, and no one will accept you if you dress like that class.

Third, it is precisely because owning luxury goods in the United States can make people envy and despise, so Americans don't need luxury goods to satisfy their vanity. Because many items that China people regard as "luxury goods" are not luxury goods at all in the United States, and the use of luxury goods does not mean that a person has entered a class that does not belong to him, therefore, if there are cheaper alternatives to more expensive goods, Americans would rather buy cheaper goods than spend more money on luxury goods.

Last but not least, not all Americans are very rich. Ordinary Americans spend too much money and pay too much tax. College tuition, books, sports competitions, cultural performances, caring for the elderly, beauty salons, house maintenance, car maintenance, etc., are much more expensive in the United States than in China. Ordinary Americans simply have no spare capacity to spend more money on luxury goods.

China people with a monthly salary of 10,000 may buy a Toyota RAV4 with more than 200,000, but Americans with a monthly salary of 10,000 will definitely not buy a Lamborghini with only more than 200,000.