120) Emotionally Premium

One thing that came out of our investigation of Upcycle Tailors for our final project was the idea of a product being premium or luxury in an emotional way. A handmade, one-of-a-kind piece, while not monetarily expensive (the pieces we saw typically ran from 40-70 euro), carries added worth because of the emotional value.

We all love a good find. Something unique that no one else has. Usually there's a good story attached, the hidden, back alley stores feeding into a treasure hunt mentality. Like famous explorers of the past, we want to be the first to discover something. How many times have you mentioned a great new band, only to have your friend tell you he first heard them three years ago?