For example, Sonam Kapoor is not just a superstar but also a brand. Similarly, the labels she wishes to wear or use, become aspirational to all her fans. For example, during the making of Aisha, brands such as Chanel and Gucci were looking to make their presence popular in India. They could not have asked for a better exposure than Sonam, who is touted as India’s most looked-up fashionista.
India is a cricket-crazy nation, and just like film stars, people tend to emulate sports stars too. Virat Kohli, the Indian Cricket Captain, is not only known for his skill on the field but he is also a style icon. He is currently the face of Puma, the sports brand. Therefore, it comes as no surprise that young boys and men line up to buy Puma goods.
However, why does one need to invest in a budget-friendly brand? Wouldn’t a first copy suffice? Moreover, as trends change every day, won’t the branded products be rendered last season? Such arguments are common. The worry of becoming outdated often makes people invest in favorite but inexpensive brands.
Let’s not forget that brands, do get on an annual sale as well, thus allowing everyone to own and experience the glory of ownership.
However, an investment in luxury goods provides:
Timelessness
Some brands are evergreen namely Burberry, Chanel or Prada. Being super expensive, they are known as ‘investment pieces,’ but these are for life, i.e., they can be worn or used over and over again. So, if one uses his or her Burberry coat after five years, it will not be perceived as old, but seen as someone who appreciates excellent quality and has an eye for fashion.
Perception of purity
There is a reason why luxury brands cost a bomb – they deliver the best regarding design, style, cut, fit and even the fabric used is of superior quality.
Creating an image
Wearing expensive brands is not just a symbol of wealth. Yes, it does declare that one has money, but it also speaks of taste and refinement. An individual cares about their image and who take pride in their personality, invest in luxury products. In short, it builds a stable image of the person.
Great customer service
One who has the money will want the best not only in the product but also an after service. Moreover, because luxury brands cost a fortune, they ensure the best service.
Maintenance and product care
A luxury product does not require much care if it is stored and maintained as prescribed. However, if the need arises for repair, the brands are happy to offer prompt services for the same too.
However, luxury goods can also act as a trap for those who want to fit in desperately. As one who has money but aspires to more may not think it through when buying luxury products, i.e., they would purchase products only to imitate and forgo their style.
Each brand is known for its flagship product. Louis Vuitton for its luggage and Hermes for its Birkin bag. The attention to details is heavily driven by years of research and development, that the brands invest in.
The concept of high taste versus the need to fit in is fragile. One might argue that these lines are blurred and hence, the fall. However, in the era of consumerism, the plethora of brands offered indicate that an individual has the opportunity to pick and choose the name or branded product that fits with their personality. For example, Kirron Kher, an actor turned politician. She is always resplendent in her sarees and bold statement jewelry pieces. She is comfortable in her skin, setting a personal trend.
However, imitating won’t get one far. Whatever brand one chooses to invest in, it should be synonymous with one’s true self. It portrays one’s thought process and how much they value their worth. To do so, they can:
Maintain one’s identity
One needs to start by identifying the brands they like and how it suits their personality and needs. For example, Masaba, the brand is true to its creator’s name. She loves bold and eclectic designs and vibrant prints. It shows in her design sensibilities.
Quality vs. Quantity
If one likes to keep with the trends, they need to decide their value system. One can invest in trends or classic evergreen pieces to mix and match and wear the garments or accessories multiple times to create different looks which eventually decreases the cost per wear/use of a particular product.
Staying true to one’s beliefs
As one who cares about their image, they need to identify what drives them to pick specific brands. Do they agree with its philosophy? For example, an animal lover will never buy snakeskin boots no matter what the trend dictates.
Thereby, one needs to look at balance to maintain their style. Adding a bit of both, invest in classic, timeless pieces from high-end brands and at the same time, purchase trendy, in-vogue pieces from brands that are popular and pocket-friendly.
