Generation Y: Expensive Cars and Old Hotels

Roger Vivier: one of the few brands that makes couture shoes.

The term Generation Y scares me, not because it is the term that is used to describe my generation (I am on the cusp, but still considered Generation Y) but because people born in the 90′s are also considered Generation Y. Which puts me in the same generation as an 18 year old, and I DO NOT feel I have much in common with an 18 year old. I didn’t grow up with a computer instead of a pen, and I didn’t buy Marc by Marc Jacobs when I was 15. In fact, it would have been impossible to buy Marc Jacobs then, since he didn’t even have his own brand.

An $11 ring by Marc by Marc Jacobs. Cool, yes. Prestige, no.

So I am a bit confused when I see the brands in the first annual L2 Gen Y Prestige Brand Rankings, “the largest study-of-its-kind measuring the affinity for 105 iconic brands among the next generation of prestige consumers.”

Gen Y Females:
1. Chanel
2. Ritz-Carlton
3. Four Seasons
4. Marc Jacobs
5. Cartier
6. BMW
7. Mercedes-Benz
8. W Hotels
9. Prada
10. Audi

Bottega Veneta: known for creating high end luxury products without distinctive branding.

OK, I can get Chanel, Prada, and Marc Jacobs. They deserve to be on that list, so does Cartier. I can’t understand why Ritz Carton is on there, that’s an old money, old person’s luxury hotel. Four Seasons is nothing special either… although W Hotels makes sense. I can’t believe Hermès is not on the list, although maybe it is too exclusive for Generation Y (which is why I can’t possible be Generation Y.) Louis Vuitton must be very disappointed not to be on there, but I guess the over saturation of the LV monogram has destroyed their exclusivity.

Pierre Hermé macarons: the Caramel and Fleur de Sel macaron is TO DIE FOR.

Here’s what I would add to this list: Hermès, Bottega Veneta, Roger Vivier, Lanvin, Loro Piana, Pierre Hardy, Pierre Hermé, The Fat Duck (I don’t care what people say, it might be gimmicky, but I have been there, and it was one of the best experiences in my ENTIRE life), Piaget, Pétrus, Krug (rappers drink Cristal, so it has lost a lot of its prestige), Frette, etc.. I could go on for hours. But Audi is defiently not on there, nor is Marc Jacobs. If a brand sells rings for 11 dollars, it is not a prestige brand.

Prestige: A Piaget watch with over 500 diamonds. Price available upon request.

The males list just makes me laugh.

Gen Y Males:
1. BMW
2. Ferrari
3. Porsche
4. Lamborghini
5. Audi
6. Aston Martin
7. Four Seasons
8. Mercedes-Benz
9. Ralph Lauren
10. Ritz-Carlton

I could never take someone seriously if they owned a Ferrari, or a Lamborghini, unless they were more than 25 years old (the car, not the driver.) Old Ferraris are very cool, new ones are not. Ferraris and Lamborghinis are terrible cars, they aren’t made well, don’t last long, and need expensive repairs all the time. And they say one of three things: “I am new money, just got rich really quick, and this car is going to make me look cool”, “I am losing my hair and need a cool sports car to make me feel young”, or “I am a show off.” Aston Martin says “I want to be James Bond.” Basically this list sums up exactly why the word “douchebag” was coined to describe Generation Y guys. Guys, get some taste please!

This image, from Dave WIlliams' Blog, was entitled "King of All Douchebags."

Image credits: Roger Vivier shoe, Marc by Marc Jacobs ring, Bottega Veneta bag, Pierre Hermé macarons, Piaget watch, and Douchebag with Ferrari.