there's an old saying that we often heard "
don't judge a book by its cover!". most of us agree and proudly say that we don't. i myself is with you. but do we do that in reality? have you ever stop to think that?
if your answer is yes, then let me ask you another question. have you ever walk and pass by a lovely young girl at the mall who's carrying a nice gucci bag and you wonder, "
is that real?" ? have you gone to an interview and thought, "
this guy is such a jerk for commenting on my shoes" or any other thoughts that may have gone through your mind wondering about the person you just met?
there are so many things that we do everyday, that whether we like it or not, we DO judge a book by its cover, from time to time. well, do you know that it's actually in our asian culture to do that?
you don't believe me? well, how about caste system? i'd say almost every culture in any asian societies have a caste system. those javanese have the 'nigrats' and the 'commoners'. the old generation tend to make sure that their kids marry the right person from the right caste. those indians openly have the famous caste systems in their society. the newer generations have the rich, the poor, and the so-so. those socialites, the jocks, the popular ones, the nerds, and so on and so forth. wouldn't that be judging someone just by its hereditary, not personality?
we just can't deny it that we do. we just don't do it so openly now as more and more subtle way to do them these days.
the newer generation like us, tend to look at the 'greens' as the symbol of status in the caste pyramid. yep, it's the mullah, the dollahs, the dough that gives you the power to buy and have the lifestyle that differentiate you from others. these days, it's how much you own and how you flaunt them that would put you in the different box of the new 'caste' system.
and this leads to a more consumptive generation, where we would buy different brand names (the more expensive the better) to show what kind of category we should belong to in society. and that is why asian market has become the largest target market for these brands, luxury brands (mind you!) to enter.
surprise? well, you shouldn't be. these target market is called the "
cult of luxury brands"
radha chadha & paul husband has done their homework and wrote about it in their first book. the book explores
how and
why an amazing "luxeplosion" is rocking asia, sweeping up not just the glitzy upper crust, but secretaries toting their burberry bags, junior executives sporting rolex watches, and university students in ferragamo shoes.
hongkong boasts more gucci and hermes stores than new york or paris. china's luxury market is growing with such gusto that it will single-handedly be the biggest by 2014. even india, the new kid on the luxury block, has three-month waiting lists for hot items, while in tokyo, the epicenter of the cult, 94% of women in their 20s own a louis vuitton bag.they did over 150 interviews with industry experts, market studies in 10 countries, and collective experience across asia. the book demonstrates how the continent's massive economic and social transformation is dismantling centuries-old ways of defining your place in society, and how your spot on today's social totem pole is marked by your chanel suit and your cartier watch.
and i do agree with them. honestly i haven't read the book yet. i just watched an interview with one of the writers, and i thought it was very interesting. i was so relieved that someone has actually took notice and wrote something about it. and based on their research, it's true that the fashion industry has targeted into the psyche of the asian luxury consumer.
in asia these days, not only the rich people who buy these luxury brand items (who would buy lots and lots of them), but more and more middle class society would own them as a symbol of status, an acceptance within their society.
it's just seem common now to see people buying louis vuitton bag (and lining up in front of the store) and see them carrying it as if it costs like a bag of peanuts. a secretary in tokyo would own 20 different hermes kelly bags or a student with bottega vinetta bag or a junior executive in a gucci shoes. it has become more and more... well, quite common but extraordinary at the same time!
are you part of the "
cult"? ;)
:: sLesTa
