Exploring why people fall for social media scams
The myth of cheap luxury—a byproduct of fashion’s democratisation and the rise of social media hype—persists stubbornly.
If luxury no longer guarantees quality, one truth remains absolute: a very low price guarantees its absence. You can preach ‘buy less, buy better’ until you’re hoarse—but few will listen. Yet post a ‘closing down sale’ with supposedly ‘discounted’ luxury? Suddenly, everyone’s a believer—regardless of their level of education or social status. They buy into it.
It’s the oldest trick in the book: the allure of “everything for (almost) nothing” overrides reason. And it’s disheartening.
The myth of cheap luxury and the psychology of the “sale”
When the journalist Milena Gabanelli investigated deceptive discounting scams on Facebook, the findings were grim. Tear-jerking stories of small Italian shops shutting down and selling everything at 70% off were spreading fast.
One such fake shop claimed to be liquidating stock through Facebook promotions: “We’re so sad to say we are shutting down — please enjoy our luxury stock at a discounted price.” These ‘sad shutting-down shops’ multiplied rapidly. A closer look revealed fake addresses in cities like Milan or Rome.
Gabanelli’s investigation uncovered the scam: the emotional stories were fabricated, the products were low-quality Chinese fast fashion, and a Dutch criminal organization was behind it all. Thousands of people were scammed — essentially buying cheap items from notorious platforms, resold at inflated prices. Forget quality! And yet, many customers still fell for it.
So why are people so drawn to low prices—even to the point of falling into obvious traps?
- Scarcity illusion: “Last chance!” triggers panic-buying.
- Social proof: “Others are buying on Facebook—it must be real!”
- Cognitive dissonance: We want to believe we’ve outsmarted the system.
The cost of true quality
Real quality isn’t discounted. It isn’t frantic. It’s the antithesis of “everything must go.” True quality is never cheap because it involves good materials and fair wages for those involved in its production. It respects people and the planet.
True quality is measured in:
- Materials: Natural fibres or innovative fabrics—not plastic masquerading as silk.
- Labour: Fair wages—not exploited workers.
- Time: Atelier craftsmanship—not factory conveyor belts.
In short: If it’s cheap, someone (or something) is paying the price.
The myth of cheap luxury: Final thoughts
The myth of cheap luxury isn’t going anywhere. Sadly, it’s here to stay—too many gullible people are still ready to support it.
But some things are worth waiting for. Full price. No tricks
Our curation is for those who’ve rejected the lie. No fake scarcity. No performative markdowns. Just garments that outlive trends—and the nonsense.
(Or keep waiting for that “closing down sale” that never comes. The choice is yours).