Fashion
“That’s so last
year” is 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”. (POSSIBLY CHANGE THIS TO MAKE IT TURN AGAINT
ADVERTISING??) Designer brands such as Prada, Gucci, and Burberry 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 moral issues
while still remaining 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 fabrics, suggesting that by buying the brand you
will buy 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 beautiful as the successful business man 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) then you could pay for nearly two
months of rent in a one bedroom apartment in New Orleans (SOURCE 7) or you
could advance your education through seven credits at Portland Community
College. (SOURCE 8)
(FIND RESEARCH OF QUALITY OF
PRODUCT) Even if you can afford a Louis Vuitton handbag, are you paying
for quality, or fame? Did you know that designers often pay celebrities to come
to their show, or wear their clothing? For example, artists can pay Beyonce 60,000 pounds (nearly 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 (designer’s target audience) 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 just 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? Many brands use sweatshops to reduce
their cost in production. Some examples, Lee Hu, an illegal Chinese immigrant
in Italy, 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 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 “Fashion
Project”. Since fashion is 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 specifically tell you what charity
you are benefiting when you buy it. (source
5)
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.
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
Besides the comments I made on the essay that I handed to you in math, I have no problems (as of now) on the first three paragraphs. I am interested in "living wage" note that you have at the problem of this post.
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