The Dr Schuster Column
Shortly before Christmas, I decided to spoil my sister, Helga. She’s into sports, loves to travel, and is an incredible cook. After countless delicious dinners she has prepared for me, it was time for payback. She also has a habit of poaching my bags, especially for short trips, so a luxury weekend bag seemed like the perfect gift.
Vienna’s Golden Quarter is a paradise for luxury shopping. Dior, Gucci, Valentino, Louis Vuitton, you name it. The perfect place to find something special. I headed straight to LV, only to be met with a queue stretching endlessly. Hermes? Even worse. Gucci? I thought their recent profit warnings meant they’d welcome me with open arms. Nope, another ridiculous line.
I gave up and moved to Plan B: a restaurant voucher. Vienna boasts several Michelin-starred restaurants. First call: fully booked for months. Second option: a promising newcomer with two stars, also unavailable. At this point, frustration turned to reflection. Why do so many premium brands preach customer focus but in reality, only take our money and waste our time?
Airports force us through endless duty-free corridors when all we want is a direct path to the gate or a quiet lounge. Business-class flights booked months in advance suddenly cost more to reschedule than a brand-new ticket. High-end restaurants and private clubs charge astronomical prices only to rush you out after two hours.
We follow the herd. If people queue, it must be good. If it’s expensive, it must be exclusive. If it’s labelled luxury, it must be exciting. But real luxury isn’t about logos or price tags, it’s about time. Time to spend with loved ones, to cook, to read, to create memories. Many younger consumers already understand this: experiences matter more than material possessions.
Vintage clothing and quality books are the new status symbols. Bookshops the new temples of hedonism.
So, what did Helga get? No designer bag, but a home-cooked dinner with exquisite wine straight from the Austrian vineyards and lifetime permission to poach my vintage bags.
Luxury brands, take note: your customers are getting smarter. After all, simplicity is the ultimate luxury.
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