In
the fashion industry it is top priority to be different, edgy, and stylish;
distinguishing designers from other fashion labels. Fashion is all about making
a statement utilizing clothing and its customer by conveying to the world that
they are more different and more unique than the average Joe. The question that arises is how far will
people go in order to obtain individualism and difference through clothing? How
much money are they willing to spend? And at what cost? Each year over 250 billion
dollars is spent on fashion including accessories, in the United States, and
over 20 billion in revenue is generated annually (Grabstats.ca). The United
States host more fashion events than any other country in the world; the
industry is supported by the private financers that promote emerging designers
and host regional fashion shows (Grailsystem.com).
Fashion
designers and the fashion industry itself uses clothing advertisements as a
mechanism for the consumer to escape
from reality, using advertisements that convey a life of wealth and luxury
something we all wish to obtain. A fashion designer implants the thought that
for a little price, if you cannot indeed have the entirety of luxury you can
look as if you do. Through advertisements fashion designers sell their fashion
to consumer’s most wanted desires; to live, feel, and BE like the wealthy, and
wearing their clothes is a way to achieve just as aspect. In this Gucci ad with
the slogan ‘Timeless’ captures the classical era of when consumption and
boutiques were on the rise. The couple very well put together; a male in a suit
cuff links and loafers, and the lady in a skirt and suit ensemble illustrate to
the consumer a sense of elegance, flare, style and grace. It also conveys to
the consumer that they come from money. Both individuals are carrying Gucci luggage
and in an airport setting. The consumer is captivated by these simplistic
advertisements because it taps into for some, an unattainable desire that they
cannot fulfill. The advertisement represents simplicity; a ‘timeless’ era that
can only be exuberated by wearing the label Gucci. Fashion designers and
consumers live off of the reputation of their labels. The House of Gucci
generated 4.2 billion in revenue worldwide ins 2008 according to Business Week
magazine and climbed to 41st position in the magazine’s annual 2009
“Top Global 100 Brands” chart created by Interbrand. Guccio Gucci admired
luxurious luggage that he witnessed sophisticated guest bring with them when he
was working in Paris hotels. When he returned to Florence he established his
shop in 1920 that only used high quality material and skilled aristians to
create his vision of luxury.
Gucci
uses elegance and class to sell their products whether it is accessories,
luggage, or clothing. A Gucci bag cost
roughly $1,635 Euros. Gucci products signify a type of extravagant it dictates
in society who are the wealthy, and who are not. Something so simple such as
clothing that is an everyday necessity can be transcended into something more
grand and complex. Clothing labels illustrate to society the wealth, power, and
status one occupies within society. I would be a hypocrite if I said that I did
not fall under this notion that I buy clothes to exude a certain status in
society or how I would like to be perceived. Individuals wear labels most
importantly because it tells society that the particular status that they
occupy, even if they don’t. It exemplifies some type of wealth, and power to
know that someone could afford a 1.650.00 bag, something that not everyone can
afford. Labels and consumerism allows
individuals to feel good, knowing that they can by the expensive and be that
closer to the wealthy; no matter the cost; a feeling that everyone wants to
feel.
