Yesterday as i was enjoying my evening with a couple of friends i saw an auto-rickshaw driver wearing an Ed Hardy shirt. While i was admiring the imitation gaping and thinking how much it looked like an original , My friend commented- “These cheap imitations disgust me, Now i think twice before buying an Ed Hardy or a reebok. What if me and my driver wear the same tee.!?” All of us laughed along with her.
Later at night lying on my bed, i found myself contemplating her comment. What is this Branding all about? Paying thousands of bucks for a Dior handbag or another pair of jimmy choos-is it a luxurious habit or another attempt to satisfy human ego? Is it out of inferiority complex that we consider adidas superior to lakhani? If not then why do I find people,including myself, spending thousands for a branded shoe when the same can be bought for few hundreds manufactured by a local company. Why is it that Loreal has more sale in India then our own veeko bajradanti?If Nina Ricci smells exquisite does zatak smell any bad?
People say its the quality of these brands that justifies their cost. As a matter-of-fact could a denim fabric we wear be as costly as 3000/sq. metre? The stitching cost may be around some 500 which is an over estimation already. In total how can a jeans be as costly as 10 thousand? Its that label for which we pay. The crocodile logo of lacoste costs more than the product itself. If one’s purse has a CDR sign or a school bag with a puma on it-OMG The person has class.! If that was the case then the second richest of the world warren buffet apparently is class-less.
We are trapped in a rat race. We meet people interact with them , notice the labels they wear and out of the normal human tendency to outshine others we try making ourselves superior-how?- better labels.! once we find ourselves donning the costliest stuff amongst our friend group, life acquaints us with someone wearing costlier brands, hence repeating the rat race. The only way to get out of this tiring rat race is to ask yourself what are we paying for? or better whom are we paying for?
Inundated with such variable thoughts I found myself laughing. Are we not marketing their product wearing their logos? Yes, perhaps we are actually helping them to market their company or their name. Instead of we paying for their brand they should pay us for donning a piece of clothing or accessory with their logos, helping their promotion.
Its time we realise the value of money and put it to something more worthwhile.
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