Fashion
“That’s so last
year”, something stated by every snobby consumer at any given point in their
life. Fashion, the ever-mutating industry, changes with the seasons: trends
that are “in” are soon “out”, causing consumers to blindly race after the next “big
thing”. Designer brands such as Prada, Gucci, and Burberry feed off this
mindset which is one of the many reasons they should not be bought first hand
by young consumers. Financial exploitation, type of quality, and morality are
all involved in the choice not to buy those thousand dollar jeans. There is,
however, a solution to reduce cost and scruples while still maintaining a
polished exterior.
The
targeted audience of Prada, Gucci, and Burberry -young men and women new to
adulthood and financial independence- can not afford the expensive handbags
that are thrust before them. In many fashion advertisements, youthful models are
draped over each other like layered fabric; this suggests that by procuring the
brand you will purchase instant sexiness and infinite youth. For example, one Prada promotion features
four images of a couple lusting after each other. They are featured in a close
up shot with PRADA in capital letters running across the image. The photo is
entirely black and white, and the man and woman seem to be wearing expensive
and luxurious clothing. (Source 1) The black and white aspect of this shot
tells the consumer that this product is as elegant and classy as a successful
businessman at a black tie event. The audience demographic for this photo would
be a young individual, such as a teenager (because they can relate to the
models whom are around look to be around their age). It also preys on young
adults unwavering urge to fit in to the “group”. The youth are thus brainwashed
to believe that if they buy PRADA then they will be just as cool, sleek, and
sexy as this model couple. However, with this burning desire for luxurious
goods comes a high price tag. If you
were to take the same amount of money as it takes to buy a “Soft Calf Leather Tote”
from PRADA (Source 9) and put it toward rent you could pay for nearly two
months in a one bedroom apartment in New Orleans (SOURCE 7) If it went toward
tuition you could advance your education through seven credits at Portland
Community College. (SOURCE 8) With
Even if you can afford a Louis Vuitton handbag, are you paying
for quality, or the name? Did you know that designers often compensate celebrities
to come to their show, or wear their clothing? For example, artists can pay Beyonce about 94 thousand dollars to
grace their exhibition with her presence. (SOURCE 2) Also, a psychology study
titled “The Psychology and Behavior of Consumers in the Fashion Industry” by
Jessica DeLace, a senior at University of Rhode Island, depicted how a group of
college age students are more prone to choose a well known brand (such as
Fendi) over a “lesser brand”, even when the object is nearly identical. (SOURCE
3) This shows how you, as a consumer,
rely on and buy the brand name, not necessarily the quality of the product. With
all of these celebrities flouncing around in
“Peep Toe Mary Jane Pumps” from Louis Vuitton the young society that
looks up to these popular stars are forced into the belief that they need those
heels in order to survive the social order.
Quality
and price aren’t the only things that you have to be worried about; Morales are
involved as well. Who receives the money when you buy a thousand dollar purse?
Is it the artists, the company, the CEO? In reality many brands use sweatshops
to reduce their cost in production. One example is, Lee Hu, an illegal Chinese
immigrant in Italy, who got a job as a secretary for Gucci. She was fired when
she pointed out that Italians minimum wage was five euros, but Gucci’s illegal
workers were only paid three. Although there is no suggestion that the big
houses know that contractors pay below the minimum wage, Dolce & Gabbana,
Gucci and Prada all still refuse to comment on the issue. Another Sweatshop
worker (who refused to identify himself) stated, "I caught my fingers in
one of the machines six months ago. The boss was furious. He had to pay fifty
dollars for me to see a doctor. The pain is incredible still. He says I have to
work day and night to pay him back.” Every cent that the companies save through
production they make in profit. This causes greedy companies like Gucci to
cutback on production costs which directly affects the workers living
conditions, how much they are paid, and their overall job experience.
Although
there are financial and ethical issues involving designer clothes, many people
still purchase them. The consumers who are hooked argue that the quality of
designer brands are superior. The solution for both the financial and moral issues
involving designer fashion: second hand stores carry tons of lightly worn
clothes. Often designer brands get thrown in the mixture of used clothes, you
will have to hunt for them, but they are there. This way you still get the
quality of the brand, but not the expense. Another solution is called “The Fashion
Project”. Since There are trends constantly going out of style, Fashion Project
takes like-new designer clothes and resells them online. Fifty five percent of
net proceeds goes to charity, and each item will tell you what specific charity
you are benefiting when you buy it. (source
5) By purchasing your products from Fashion Project and Second hand stores you
simultaneously save your wallet and achieve a sensation of reassurance because
you know that your purchase has helped others.
Every consumer feels a sense of elitism when
they buy a certain brand. When you buy those thousand dollar jeans because
their brand is right you are not paying for quality, but rather a name of a big
time company that exploits low time employees for profit. Is it not more important to know that your
purchase is on getting good timeless clothing that lasts and came from
respectable origins and was priced reasonably, rather than the first brand name
that pops into your head. Gucci.
Source 1: https://avezzi11.files.wordpress.com/2012/10/6a00e54f9153e08833013484cdf210970c-800wi-2.jpg
Source 2: http://fashion.telegraph.co.uk/article/TMG10845802/The-price-of-fame-what-brands-really-pay-to-secure-a-celebrity-face.html
Source 3: http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1238&context=srhonorsprog
Source 4: http://www.sweatfree.org/news_SM-12-2-07
Source 6: Living
wage.mit.edu
Source 9: http://www.tronccompany.com/prada/soft-calf-leather-tote/black?pla=1
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