They simply want to boost conversion of their product, which likely sells less as a shelf item with hefty stocking fees for a commodity experience. For wealthie

They simply want to boost conversion of their product, which likely sells less as a shelf item with hefty stocking fees for a commodity experience. For wealthier shoppers (the target market of these brands) shopping is entertainment - something you do when bored. If the product can’t differentiate itself on a shelf, doing the brand maneuver justifies the high prices a lot better.