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. (wordpress) 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 (Tronc) and put it toward rent you could pay for nearly two months in a one bedroom apartment in New Orleans (NOLA) If it went toward tuition you could advance your education through seven credits at Portland Community College. (Pcc.edu).
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. (Fashion.telegraph.co.uk) 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. (Digitalcommons.uri.edu) 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.” (Sweatfree.org) 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. (Fashion Project) 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.
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