Because you're worth it: understanding luxury retail

DOPAMINE. It's the pleasure-inducing brain chemical released when we treat ourselves to something new. And the surge of elation we get when we go to the cash desk and discover there's an additional 30 per cent discount? Well, that's the dopamine kicking in BIG time.

Of course, all retailers are fully aware of this reward-motivated behaviour, but none more so than the luxury goods branch of the industry.

Chasing a dream