Pseudo Luxury Clothes
Rediscover True Value in everyday apparel.
Imagine sitting on the tube, or in a busy cafe. Maybe you are walking around downtown. Now, take a look and pay close attention to the people surrounding you. Everyone possesses luxury goods!
Table of Contents
- Pseudo Luxury vs True Value
- Value for Money vs Money for True Value
- Rediscover True Value
Our imagination might go in very different directions. After all, what do we consider luxury?
Let me give you some examples what I mean by luxury goods:
- the latest on trend leather jacket for the upcoming spring season
- a new pastel sweater, because it’s the colour of the month
- a nice pair of comfortable summer sneakers that make you feel light as a feather
You might say:
“That’s not luxury to me. That’s just everyday stuff!”
Yes, that’s indeed stuff we wear every day. Unfortunately, often produced and sold cheap as chips. And I argue that its monetary devaluation contributes massively to a devaluation of product perception.
We treat it as we perceive it.
Pseudo Luxury vs True Value
We live in a paradox shopping world. Advertising tries to make us see the luxuriousness of a product. Luxury is strongly connected to exceptional quality, rarity, and usually a higher price tag.
In fast fashion the reality is though that we’re offered products of mediocre quality, sold in abundance at dumping prices. The customer is no stranger to this strategy. Glamorous ads capture our attention at first, but beyond that, there is no lasting effect. We don’t really attach this proclaimed value to the product.
Deep down we know that advertising is exaggerating, and the great feeling of joy and pleasure of owning this piece of clothing will vanish after a couple of wash cycles. Either because the product quality is in fact bad, or because new advertising suggests we are already lacking behind the latest trend.
When making a purchase decision we already discount its value, thinking: “Given the price, I am happy with it. I’d rather take two, than one double the price.”
We are sold Pseudo Luxury. We optimise value for money and we even feel good about this “bargain”!
Value for Money vs Money for True Value
Is it fair that we don’t attach value to a $15 jumper? After all, its so cheap, what do we expect from it? I am not arguing that a higher price alone is going to bring back the feeling of value we see in clothes.
We rather need a shift of mindset. It shouldn’t be about value for money.
It should be about money in exchange for true value.
Rediscover True Value
Apparel should provide a state of comfort. Through protection against the cold and adverse weather conditions, clothes were originally meant to put us in a state of physical ease. This allowed us to survive and to perform. Hence, the utilitarian value prevailed.
Today, we still need this comfort, but living and mainly working in enclosed environments makes clothes less of a survival item but more of a social norm and vehicle for self-expression. The utilitarian aspect was moved aside. Quality and durability are less important than beauty and style.
Haven’t we all bought those shirts, blouses and jumpers that look really nice, but instead of keeping you warm in winter or cool in summer, you just sweat in it? Embarrassing moments.
Very likely your item is mainly made from polyester fabric, a non-breathable textile [not to be confused with wicking fabrics made of high-tech polyester that are designed for sports wear]. Hence, your summer blouse or winter jumper provides the opposite of great comfort.
So, how is the customer to blame when quality and longevity — being an integral part of the utilitarian value— no longer exists in mass market fast fashion?
Well, as customers we have to look behind the curtain and understand where we pay money for true value and where we’re sold just a pretty look.
As long as we don’t live completely in digital worlds [wearing digital designs], we will need physical clothes. And yes, they should be affordable and beautiful, BUT they also need to be of quality.
For the sake of our planet and our bodies we have to rediscover value.
Where do we go from here?
If you liked this post and want to find out more about the True Value of everyday apparel, click below to continue reading our next post:
Optimising Apparel’s Value
BeMoreMaverick,
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