Consumers don't buy bags, they buy packing

Nice, value-creating communication by Louis Vuitton, giving tutorials on how to best use their suitcases. A timeless case for the old adage that consumers never buy products, they buy solutions to a given need or problem. You don't need a bag other than for the packing solution it offers. Well, expect for the expensive brand that you also pay for in this case, but that's a whole different story, and this kind of value that LV creates help make up for that part of the equation as well.

Louis Vuitton - The Art of Packing