Gucci, Louis Vuitton, Prada — these are some of the luxury brands that people strive to be able to afford to show off their success and financial prowess. These exclusive names undoubtedly play a pivotal role in today’s marketplace. What makes these brands so superior that we look down on knockoffs or dupes?
One of the biggest drivers for consumers is reaping the societal benefits of owning a luxury brand item. Name brands are a signal of status, showing others what brands you can afford. Additionally, logos demonstrate the relationship between an organization and its audience, helping companies set themselves apart from rivals. For instance, consumers typically gravitate toward brands mirroring their beliefs, or reputations that align with their self-image. Looking into luxury brands that are household names, it is clear their success did not come overnight, and they worked methodically for decades to build a dedicated consumer base. What other way to signify status than to show not only do you align with that level of wealth, but you can identify with the reputation that the brand holds.
Wearing an article of clothing with the logo emblazoned onto it shows the exclusivity that comes with the brand’s wealthy lifestyle, and trying to fake it is often frowned upon. Owning a knockoff, such as a fake Gucci belt, is seen as a falsification of status, faking this lifestyle. Wearing brand names has become such a big deal in the eyes of society that wearing a knockoff is unfathomable to some. Rather than owning a fake, with the same logo but different quality levels, people decide to purchase dupes. Dupes are items that are very similar to the real, usually expensive, product, but are a fraction of the price and of a different, legitimate brand. This may be because buying a dupe is not the same as purchasing a knockoff, since it is not meant to look exactly the same, it just happens to be very similar. Social media is a large factor fueling this.
A study done by Bankrate said 38% of millennials and 46% of Gen-Z social media posters have reported posting photos to make themselves appear more successful. This can vary from styled photos in high-end restaurants to posing in front of expensive cars.
How we are perceived by others is a human worry that not many can avoid or help, but it is what we do with that that matters. Humans, by nature, feel the need to compare themselves with their peers. Especially with societal markers like luxury brands making people feel as if their status is defined by their ownership of luxury goods, it makes it harder to ignore.
