BRANDED VS UNBRANDED CLOTHING

Madam,

First impressions are lasting. In a society where individuals are often judged by their physical appearance, it becomes essential to present oneself with distinction.

Dressing in a sophisticated manner not only enhances your appeal but also conveys an impression of elevated status. This can attract positive opportunities and provide an advantage in various negotiations. It is no wonder that many gravitate towards high-end brands, known for their quality, rather than opting for unbranded, lower-cost alternatives. Yet, it is often those of lower socioeconomic status who find themselves ensnared by the allure of these luxury brands, while the affluent are acutely aware of this phenomenon. Quality undoubtedly comes at a price, but many who seek it simply cannot afford it. So, why do people pursue brands that stretch their financial limits? Quality is often cited as the reason.

However, the truth is that for many, quality is not the primary concern. Society can be divided into three categories: The wealthy, the middle class and the impoverished. The middle class, in particular, is driven by the desire to cultivate a certain image. Those who struggle financially, on the other hand, accept their circumstances, with their primary focus being on providing for their families. The affluent, conversely, have little need to impress others. The middle class often teeters on the brink of poverty; as they strive to escape their financial constraints, they simultaneously seek to project an image of affluence. This pursuit of expensive brands, which they can barely afford—or cannot afford at all—can be seen as a desperate attempt to 'keep up with the Joneses’.

Brands

Interestingly, there are instances where the financially disadvantaged will also opt for these brands in a bid to project an image of financial capability. Ultimately, the driving force behind this behaviour is the desire to fit in, rather than a true appreciation for quality. Just as we secure our phones not necessarily to protect against theft, but rather to safeguard our privacy from those closest to us, the motivations behind our fashion choices are often more about perception than reality.

Furthermore, it is worth noting that wearing unbranded clothing in public can be a costly affair. While it may seem counterintuitive given the high prices of branded apparel, the social implications of wearing unbranded clothes can be far more damaging. If one dons unbranded clothing, societal expectations dictate that they must either emanate wealth or possess visible indicators of affluence, such as car keys or designer accessories. Absent these markers, individuals risk being perceived as impoverished or in need.

The evidence of our fashion choices is clear. Fashion brands often evoke fierce loyalty, akin to the rivalries seen in local sports teams. If you favour one brand, you may well disdain another. This rivalry reflects a deeper social dynamic—if you choose a particular brand, then you should embody that brand from head to toe. A man sporting a mix of brands, such as an Adidas cap, Redbat trousers and an Ellesse t-shirt, does not convey wealth; rather, it resembles a mishmash of conflicting identities.

Chawe Nkambule

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