I admit it; I'm someone who lusts for labels. I love a brand name. I am especially attracted to a high price or a flashy tag. I dig the bling-bling. Fast cars, expensive jewelry, clothing; you name it, I am fascinated by it. The sound of "Gucci" or "Porsche" or "Dolce & Gabbana" perks my ears up immediately. My attention is easily drawn to anything worth charging on a credit card. I am a modern buyer. I am the consumer whore.
Okay, so I was not the one to coin that name, but a friend of mine once called me that when I was raving about my new James jeans. Whether or not the term originated with him, it is understood as someone who will buy something purely for the label that is sewn, glued, or nailed to it. I had made only that one frivolous purchase, but there are many people out there who are compulsive repeat offenders.
The same day I purchased my James jeans in Neiman Marcus, I saw a mother shopping with her daughter and her daughter's best friend. As I walked into the fitting room, I saw the mother point to a Juicy sweater and mention to the young ones how it would look so good on them. She immediately pulled the sweater in every color for them to try on. She then headed over to the denim racks and asked the girls if they owned a pair of "Seven" jeans. The friend answered yes, but her daughter answered "only one," so she immediately searched for the smallest size to fit this 10 year old. What happened to wearing Limited, Too or Gap Kids? Better yet, why prefer these brand names with the high prices? What has caused this rise of the "label buyers"?
No matter what age the consumer, the fashion industry has produced an image of high-cl...
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...h these tangible objects, they think they become superior to or better than the rest. Maybe you turn some heads while driving in your new red sports car, or you attract glances in your stunning new evening gown, but in the end, you are just like the rest of America, flaunting your status symbol.
Our culture has accepted what the fashion industry and others have thrown at us: the glamour and glitz of high-priced commodities. Our possessions have become what determine someone's worth. If you own a generic, you are cast aside with millions of other people. People fear this and turn to high-priced goods to differentiate themselves. If the market and consumers weren't so easily manipulated, then I'd hold the advertising at fault. But in this case, we all just want to consume to ensure our acceptance, and we look to brands to save us. We are easy.
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