Does Price = Popularity?

Every year, big designer labels release new fashion lines. Designers believe that people will buy anything as long as it has a nice, expensive label. And they are right.

It’s not that consumers are deprived of information. We know it’s possible to find a cheap pair of jeans with all the qualities of designer jeans. Instead, we choose to be ignorant. We ignore the facts and go for the label. The question is, why?

The quest for status and the media work together to drive fashion demand. Even if wearing expensive clothes doesn’t make someone the most popular person in school, it helps a little. Because the media exposes us to so many of these labels, we know about them.

Showing off expensive clothes and accessories gives people a sense of security. It feels good to know that you’re wearing the most expensive clothes in the room. When people wear the same True Religion jeans ($189 on average) as their friends, it makes them feel like they belong. The people who wear these clothes will notice others who wear the same labels, and it can even escalate into a bonding experience. The expensive clothes help people deal with their insecurities because they feel like they connect with a more affluent group.

Hollywood also drive fashion demand. Fashion and beauty play a huge role in Hollywood. If you see your favorite celebrities wearing Oscar de la Renta suits, it is natural for you to want one for yourself. People all over the world idolize celebrities. Just like it is a comfort to wear the expensive designer accessories your friends are wear, it gives people a sense of security to see other people dressing like their favorite celebrities. It is comforting to know that others idolize these celebrities as well, and this can be even more of a bonding experience.

People see celebrities as rich and successful. They imagine that by purchasing these expensive clothes, they will get the looks, money and sex appeal that make these celebrities successful.

Of course, people wear ridiculously priced clothing for other reasons. Sometimes the material used in making expensive clothing is better. For some people, fashion has nothing to do with security. Some people just love expensive clothes.

Society’s obsession with appearance is affecting our culture. There are more important things than Hollywood or having the latest Jimmy Choo shoes. There are things that are real and have substance. The industry is distorting young peoples’ minds from what really matters. When asked what was important, a salesperson at Saks Fifth Avenue agreed, “I’ve been in this business a long time, and this ain’t it.”

So what does all this mean for America’s future? The truth is, the situation will probably continue to get worse. We continue to lose track of what is really important. The people who rebel against the fashion industry and Hollywood often focus on getting rid of the industry. Not only is this unrealistic, but it is irrelevant. Getting rid of the industry wouldn’t solve anything because the issues that brought it, such as insecurity, would still be there. Once we confront these issues, we will no longer be hiding from our fears behind a closet full of Dolce & Gabanna jeans.

9 Responses

1. 12:59 AM on January 1st, 2007true religions:

   are fo gurls wit CAKES YADIDIDIDIDIDIDIDIDIDAAAAMEANNNNNNN?

2. 12:27 PM on January 16th, 2007someone:

   they are really ugly and too expensive. whoever buys these are stupid. BURN stupid pants!!!

3. 5:53 PM on January 16th, 2007Anonymous:

   $10 jeans at ross all the way!

4. 12:24 PM on February 8th, 2007Nic:

   style isnt about how much you spend its about having good taste. when you pay $10 for jeans from ross they usually have poor quality demin and an amatuer wash. when you spend $120 for jeans you get quality. True religions are not designer. they are comtemporary, they are expensive because they are shuttle loomed and hand asembled for higher quality and detail. ross jeans are not. I have had the same pair of true religions for 2 years now and none of the sitching has fallen out, all the shanks and buttons are still there, they are high quality jeans. ross jeans wont last you very long AND still look good. and if you want expensive then take a trip to SAKS and go to the 4th floor and look at the DESIGNER jeans (not true religion or Seven for all mankind) and see what expensive jeans are $500-$1500 a pair. style isnt about price. but quality is.

5. 2:29 PM on February 12th, 2007lol:

   nic is fat

6. 3:09 PM on February 12th, 2007cheap!:

   I’ve had several pairs of $30-$40 jean for a few years without signs of wear and tear, either. Seven and true religion are quality, but that doesn’t mean that they HAVE to charge that much or that less expensive jeans cant be quality, too.

7. 12:24 PM on February 13th, 2007Nic:

   ya but most are plain and another big contribution to price is the cut. and dont mean boot or straight. i mean the cut of the upper leg. the double stitching on the leg. and probably the next biggest factor is the selvege. putting a selvege on jeans is labor intenvise thats why any jeans with it cost more then $100. jeans with it are stronger and higher quality.

8. 12:25 PM on February 11th, 2008who:

   cares

9. 10:00 PM on June 13th, 2008people who:

   appreciate quality

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