If you’re shopping at luxe-level stores these days, chances are you’re paying more than just a pretty penny — trends and buzzwords can be the secret behind what makes a luxury item today like a piggy dog costume.
With every season comes a new list of items to covet, think about, and buy. The common preoccupation with finding the latest trends has given birth to an entire industry of fast fashion brands that focus on churning out as many items as possible. Ever wonder what’s so special about those special edition Jordan sneakers? Not much — it’s mostly just hype! The reality is that when it comes to clothes, there isn’t much that distinguishes one dress from another except price tag.
1. Special Editions
Ever wonder why there’s a limited edition piece from every brand? It’s because it creates an emotional attachment to the brand, and makes the buyer feel as though they have something special, exclusive, and different from everyone else. By setting a quantity limit on a product, it inherently makes each item more valuable.
The designer brand Chanel is notorious for their special editions. Each year for their spring line, Chanel will produce around 150 bags in total (compared to the average of 2,000 bags per season), most of which will be sold at auction with only one or two being resold through their stores. If you want that such-and-such bag this season… good luck!
2. Vintage
Vintage items aren’t just something you wear, they also make a statement about who you are. Think of a shirt with a slogan that says, “I’m not a plastic bag” — it’s an item with a specific opinion and ideology behind it. Purchasing these more casual items is more about learning to appreciate them as an art piece, but this isn’t the case with designer goods. When we buy vintage Chanel, the thrill of ownership is diminished when someone else owns the same thing.
Most vintage goods are purchased by those who can’t afford or don’t want to pay full price for designer goods. Buying vintage means that you’re getting something that won’t go out of style or be replaced in a season. A rare luxury item that can be appreciated over time, truly has meaning.
3. Collective Effort
Collective efforts occur when one person makes an item for a group of people. Whether it’s a friend, family member, or business partner — when someone makes an item for you personally, it’s like getting a gift from them directly. This personal connection with the designer and the product creates a strong emotional bond between you and the object of your desire. The more you buy from the same designer, brand, or even store — the stronger this bond will become. This is not true when purchasing off-the-rack or mass-produced items that are produced in bulk and mass marketed to everyone on sale. “
4. Value
There’s a certain feeling of being special when you notice the subtle detail on some designer clothes that make you stand out from everyone else. A good example is the hue of an item’s interior lining. With designer labels, there is an array of different hues to choose from, and the decision is worth paying for because it makes a statement about how upscale you are willing to be.
Should something like this be priced at four grand or will someone get mad if I walk in with a denim shirt that has a similar hue and same design? Uncomfortable feelings of guilt or shame will arise if you don’t pay attention to what’s happening around you when making fashion decisions online.
5. Overpriced
Ever ask yourself “why is this so expensive?!” when looking at something online? That’s because even if you don’t admit it to yourself, the prices affect you. When a site like Net-a-Porter lets you add products to your cart without disclosing their original price, they’re almost guaranteeing that you’ll think twice about making a purchase.
The more items added to the cart, the more psychological tricks they can use on your brain to get you to spend more money. One way is by bundling products together — that way when something rings in at over $1,000 people don’t balk at paying for a blouse and skirt set together.
6. Fashion Victims & Fashion Freedoms
If you’ve ever noticed that some people buy clothes that they don’t even wear, you’re not alone. Some people collect clothes, which is a trend in itself. Think of your grandma’s closet — you can bet she has a collection of clothing and accessories that she hardly ever wears.
While we like to think of fashion as being for the individual and allowing them to express themselves, we need to be conscious about how designers influence us with items and trends. It’s an industry based on trends, after all! Don’t feel bad about succumbing to the hype from time to time — but just know that these trends are not always what they seem.
