Michelle Christoffersen, Denmark
A lot of people seem to be obsessed with buying designer brands, even when they can’t afford them. Why is it so important for people, and what is the psychology behind it? Self-esteem has a lot to do with this, and many people maybe feels that they have something to live up to. They want to have the same stuff as their friends, people they see on Instagram or their favorite celebrity. They feel like the society is evolved around materialistic stuff and that it gives you status to have the brand new designer handbag.
Back to social media and the internet, it has become the best way for businesses to advertise their brand name and their products. On Instagram for example, a business can make influencers wear their clothes and advertise their brand for them. Young people see these celebrities and influencers and want to have the same things as them, hoping that they too, can get a little of the glam. Self identity and social status plays a big role here, because people want to represent a certain kind of type. The clothes they wear represent which kind of person they are (or want to be).
A good reason for buying designer brands is, that it is good quality and there is a big chance that a pair of jeans from a designer brand is gonna last longer than one for $25 in Marshalls. Designer brands are usually made from finer fabrics and have superior stitching compares to those of bargain stores. But then again, if you can’t afford it, it is not a good enough reason that it is better quality if it costs you $200 more and a big loan on your credit card.
Brand loyal costumers to a certain brand, also explains why people sometimes pay overprice just for the brand. Apple inc. is a good example for this. A lot of their costumers are ready to by the new IPhone, Ipad, MacBook etc. from them no matter the price and even though brands like Samsung and Microsoft often gives a better quality and system in their technology compared to Apple. The costumers don’t care. They are brand loyal and they are comfortable with the brand, so that is where they are gonna stay. It’s the same with clothing and accessories brands.
I have been guilty of buying things that are maybe a little overpriced because I wanted the brand, I think a lot of us have. Sometimes it can be okay to give yourself a little extra nice thing, but you shouldn’t be in debt for it, you should save up and only spend the amount you really can afford. I think our society today, evolves a lot around materialistic stuff and who has the most expensive and trendy stuff. That’s why a lot of people feel the need to buy these things, because everyone else does it. And who wants to feel like they are worth less than the rest? No one.