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A new wave of women willing and able to splash the money
Coming to an extravagance department store in your area may be the Charge of the Handbag Brigade,[link widoczny dla zalogowanych], led with a new variety of luxe-brand customer,[link widoczny dla zalogowanych], china fashionista.
The designer handbag used to be the prerogative of the blonde-bob brigade. The territory was owned by the well-heeled ladies who lunch. For them,[link widoczny dla zalogowanych], it needed to be Chanel or Hermes.
Then the bag had become the 'must-have' accessory of teenage society. Not for them the quilted,[link widoczny dla zalogowanych], chain-handle Chanel classic; nor the cumbersome Hermes, complete with padlock. No,[link widoczny dla zalogowanych], they went more for the Guccis and Pradas, by using buckles and belts.
Now, the marketplace has shifted yet again,[link widoczny dla zalogowanych], to our Chinese community. By all accounts, our Chinese human population is not just willing,[link widoczny dla zalogowanych], but additionally able to fork out thousands on that must-have designer handbag.
Brown Thomas was awash on Stephen's Day, the first day of its sale, with Chinese women clamouring to buy dresses handbags as possible for what was a very generous reduction in price. One woman left the store with worth of bags for the knock-down cost of (Well,[link widoczny dla zalogowanych], everything is relative).
I employed a girl from China at one stage and two things stand out i believe with regards to her. She was a meticulous and dedicated worker. And she owned an accumulation of designer handbags. Not rip-offs, however the genuine thing.
Things i didn't realise, at that time, was that they was no exception. Vacation to Dublin's China Town on Parnell Street -- where you can make the most amazing Chinese food at an equally amazing price -- would open your eyes to the quantity of young Chinese women displaying the costliest designer bags like trophies. It's as an outward display of how well they do.
What makes the designer handbag so covetable? Buying decisions are emotional, not rational. Should you be rational about any purchase you are making, you'd think about, 'who requires a designer handbag when any bag assists the same purpose?' And before any male reader gets the idea of saying 'I told you so',[link widoczny dla zalogowanych], is it really necessary to drive an automobile that's able to travelling any faster compared to legal posted speed limit?
Every sensible person believes they're safe from brand advertising,[link widoczny dla zalogowanych], that they have a feeling of self that doesn't require external validation by what they own. It's a warm but unjustified conceit.
According to consumer theorist Wolfgang Grassl, we add value to a product when it's of a perceived quality brand. Personal branding, or how we like to present ourselves, isn't any different. First impressions count. People make a variety of assumptions about us based on first impressions.
The way you dress, what car we drive, what accessories we feature, all add up to the advance of those first impressions. Is it any wonder we've got swept up in the whole quality brand frenzy?
In the end, the majority of us do not have personal attributes like Pippa Middleton's tail or Liz Hurley's fab figure to promote our brand,[link widoczny dla zalogowanych], and then we rely on designer labels or fancy cars or no matter what to become fashionable in our society, to enhance our appeal.
I remember the furore Martha Stewart brought on by carrying a Hermes handbag on her way into court for sentencing following her conviction for insider trading. She carried it like a badge saying, 'I may be down but I'm not out'. Images are powerful.
But times change -- just like the symbols that add up to an acceptable first impression at any given point.
In many Irish communities today, people prefer to die than display wealth. An individual brand related to ostentatious displays of wealth is not considered acceptable following the economic tsunami that hit the country in 2008.
Now it is so unseemly to look wealthy that having a 2012 car will take courage, if not effrontery. It's fashionable to brand ourselves as frugal. Individuals who just 3 years ago might have died rather than admit to shopping in Penney's, Aldi or Lidl now boast openly about what great bargains they were given and just how proficient they are at budgeting.
We wear our possessions and carry our branded shopping bags like suits of armour, an easy method of displaying how like everyone else we are.
It's not that people have copped on to ourselves, it is simply fashionable to become frugal,[link widoczny dla zalogowanych], so even those who can afford to splash out restrain themselves to be along with everyone else. We've not changed, we've just substituted one brand for an additional. We've become inverted snobs.
I was never a handbag junkie myself. Shoes and boots were my addiction. High ones,[link widoczny dla zalogowanych], flat ones, suede, leather, patent, satin -- take your pick, I've it -- so I am not exactly in a position to look down my nose in the ostentation. Why has the Chinese community become so enthusiastic about designer handbags at a time when the most of us could be embarrassed to invest that kind of money, even when we had it?
China is really a booming economy. In less than 2 decades,[link widoczny dla zalogowanych], it has gone from as being a major source of cheap labour for the manufacture of goods for sale throughout the world, to 1 from the major consumers of these very goods.
And it seems consumerism follows prosperity wherever it is going. Let's be honest, who would like to be left behind within the fashion stakes once the relations back home are dead impressed with a label?
The post-Christmas sales are a blessing towards the Chinese community whose major celebration is Chinese New Year,[link widoczny dla zalogowanych], that takes place at the end of January. It's really no different to the post-Thanksgiving sales being a godsend towards the Irish shopper in New York prior to Christmas. (Those were the times).
Hats on the marketing departments from the major stores who had the foresight to advertise within the Chinese newspapers just before sale and also to employ staff who speak Mandarin as well.
We may be counting on our Asian friends to enhance our retail sector for the moment. But as soon as it might be fashionable to display prosperity again we'll be first in line in the St Stephen's Day sale, hands out for that luxury brands. You simply wait and find out.相关的主题文章：

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