Pseudo Luxury vs True Value<\/a><\/p><\/li>
Value for Money vs Money for True Value<\/a><\/p><\/li>
Rediscover True Value<\/a><\/p><\/li>
Optimising Value Itself<\/a><\/p><\/li>
Today True Value is Twofold<\/a><\/p><\/li>
Summary<\/a><\/p><\/li><\/ul>
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Our imagination might go in very different directions. After all, what do we consider luxury?<\/p>Let me give you some examples what I mean by luxury goods:<\/p>
the latest on trend jacket for the upcoming spring season<\/p><\/li>
a new pastel sweater, because it\u2019s the colour of the month<\/p><\/li>
a lovely new handbag that goes with your new spring identity<\/p><\/li><\/ul>
<\/p>
You might say:<\/p>
\u201cThat\u2019s not luxury to me. That\u2019s just everyday stuff!\u201d<\/em><\/p><\/blockquote>
Yes, that\u2019s indeed stuff we wear every day. Unfortunately, often produced and sold cheap as chips. And I argue that its\u00a0monetary devaluation<\/em>\u00a0contributes massively to a\u00a0devaluation of product perception<\/em>.<\/p>
We treat it as we perceive it.<\/p><\/blockquote>
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Pseudo Luxury vs True Value<\/h3>We live in a paradox shopping world. Advertising tries to make us see the\u00a0luxuriousness<\/em>\u00a0of a product. Luxury is strongly connected to exceptional quality, rarity, and usually a higher price tag.<\/p>
In fast fashion the reality is though that we\u2019re 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\u2019t\u00a0really<\/em>\u00a0attach this proclaimed value to the product.<\/p>
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.<\/p>
We are sold\u00a0Pseudo<\/em>\u00a0Luxury.\u00a0<\/em>We optimise value for money and we even feel good about this \u201cbargain\u201d!<\/p>
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Value for Money vs Money for True Value<\/h3>Is it fair that we don\u2019t 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\u00a0value\u00a0<\/em>we see in clothes.<\/p>
We rather need a shift of mindset. It shouldn\u2019t be about\u00a0value for money<\/em>.<\/p>
It should be about money in exchange for true value.<\/p><\/blockquote>
Rediscover True Value<\/h3>
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.<\/p>
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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.<\/p>Haven\u2019t 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.<\/p>
Very likely your item is mainly made from polyester fabric, a non-breathable textile\u00a0[not to be confused with wicking fabrics made of\u00a0<\/em>high-tech polyester<\/em><\/a>\u00a0that are designed for sports wear]<\/em>. Hence, your summer blouse or winter jumper might provide the opposite of great comfort.<\/p>
So, how is the customer to blame when quality and longevity \u2014 being an integral part of the utilitarian value\u2014 no longer exists in mass market fast fashion?<\/p>
Well, as customers we have to look behind the curtain and understand where we\u00a0pay money for true value<\/em>\u00a0and where we\u2019re sold\u00a0just a pretty look<\/em>.<\/p>
As long as we don\u2019t live completely in digital worlds [wearing digital designs<\/em>], we will need physical clothes. And yes, they should be\u00a0affordable<\/em>\u00a0and\u00a0beautiful<\/em>, BUT they also need to be of\u00a0quality<\/em>.<\/p>
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Where do we go from here?<\/p><\/blockquote>