As we are never really selling the actual product or service. Its the end-result or the experience / feeling of buying or owning the product.
Everybody loves to buy. But why?
A Rolex ? why ? you can buy a watch for $10 that may even last longer. But it will never give you the satisfaction of owning a Rolex. Rolls Royce or whatever. Or shopping at Tiffanies as you mention.
All businesses should always be asking themselves WHY WHY WHY to get to the root of why people are buying their product or service.
Once you know this, then you can tailor all your marketing efforts around this ‘end result’ or feeling rather than the product itself. You can then stand out from the competition and start selling whats really important.
If it was only about the product itself then we would only have one type of car, one type of shoe, one type of almost everything.
Regarding shoes, they are to protect your feet. So surely you would only buy another pair once the pair you owned are totally worn out? Not.