Behind Designer Brands

[Faux Real]

As consumers, people worldwide have increasingly become accustomed to identifying with a brand name for their products.

I don't see this as an inherently 'bad' thing. The negative comes in the form of the profit system, private ownership, use of near-slave labor, outsourcing, and appealing working conditions used in some of the creation of these items. This brand identity is also becoming the only distinguishing factor between products and services that are extremely similar, artificially driving up prices.

Globalisation is definitely at play here, but I am interested in the psychology behind the identification and certain feelings of superiority/submissiveness in choosing one brand over the other, or not being able to, at the local level. Also on my mind is how this ties into the capitalist class relations, and how buying these items can make a low-wage worker falsely see himself/herself in a different class.

Any help in the right direction would be greatly appreciated! :blush:

[Colonello Buendia]

Where I live A lot of people rate eachother by the brands they wear this is often used in arguments "ha look at you! those trainers aren't even nikes!" or"ha your jacket isn't designer!" this is said by even the least well off who spend £200 + on clothes just to look the part and look richer, I personally think that it's not just the need to look rich that leads people to do this but simply the need to conform with one group or another