The bigger problem here is that Allbirds ISNT a luxury brand.
They've drank the Silicon Valley cool-aid of growth above all else, the "reforge" growth-hack school of tips and tricks to optimize conversion rates and customer retention, without actually building a storied brand - which is what a real luxury brand is (see: LVMH's holdings, Hermes, or more recently Aesop).
There's no storied history, hell - their LOGO isn't on their products. They're PERFECTLY ripe for generic disruption.
If they had hired real brand marketers, not growth addicts over-analyzing CAC/LTV/AOV formulas all day, they'd have a more defensible position in the marketplace.
By the way, your analogy of sunglasses is flawed - those cheap sunglasses look, feel, and function cheaply.
They've drank the Silicon Valley cool-aid of growth above all else, the "reforge" growth-hack school of tips and tricks to optimize conversion rates and customer retention, without actually building a storied brand - which is what a real luxury brand is (see: LVMH's holdings, Hermes, or more recently Aesop).
There's no storied history, hell - their LOGO isn't on their products. They're PERFECTLY ripe for generic disruption.
If they had hired real brand marketers, not growth addicts over-analyzing CAC/LTV/AOV formulas all day, they'd have a more defensible position in the marketplace.
By the way, your analogy of sunglasses is flawed - those cheap sunglasses look, feel, and function cheaply.