Gen Z’s Brand Obsession What is it about our generation that puts so much weight on indulgent fashion and name brands? By Evelyn Foster Nike’s latest restock of their famous Dunk low’s was numbered at a whopping 250k pairs in women’s, men’s, and little kid’s sizes. These sneakers sold out in minutes, leaving many hopeful buyers empty-handed. They’re just shoes right? So why this pair? Why Nike? What’s the hype? But these questions do not just apply to Nike Dunk’s but to all designer and brand name items that sell out in minutes. Do we have an obsession with brand-name items? I asked students on Temple University’s Campus the burning question. Why do you buy brand names? “It makes me feel cool and like I will be accepted by society,” said sophomore student Lourdes Asiddao. She then laughed, “I feel more relevant and cool in branded clothes.” Another sophomore student, Rithika Pillai, claimed that “Different brands have different aesthetics and you can easily switch between them every day.” A third student, Milani Walker, pointed out that “Brand Other student statements expressed interest in name brands for their dependability, higher quality, body types they cater to, focus on sustainability, and fair work policies. The brand name obsession continues with websites like two months, eight items of designer brand clothing with a value of up to $3500 can be rented for as long as the buyer desires. Items from Rent the Runway can be returned or purchased by members. “Designer styles without designer prices,” is a phrase used by the company to persuade prospective customers that luxury prices do not always require a hefty price tag. This can give RTR monthly
frequent their social media “explore pages.” Gen Z shops strategically with common closet items being thrifted or brand name. This generation seems to buy clothes that are already offered at a low price or buy expensive clothing in hopes that it is a quality product that has longevity. This is where the love of brand names comes in. When a product from a store from Walmart or Target is deemed trendy, of good quality, or particularly inexpensive compared to other stores by social media users, it sells out in stores and online. This causes a high level of commotion because the pieces are from somewhere as accessible as these everyday retailers. Brands may base themselves entirely on an aesthetic. Fashion Nova is an example of this. The brand often collaborates with female rappers like Cardi B and Megan Thee Stallion and is tagged by social media as “BBL Fashion.” The clothing consists of club dresses, jeans, bodysuits, and leisurewear. Another brand that bases itself on an aesthetic is Parade. Parade prides itself on being unique, unorthodox, inclusive, and sustainable. They also give back to non-profits—often those supporting women’s wellness, BIPOC communities, and LGBTQIA organizations. They and view sexiness as multi-dimensional in comparison to typical lingerie stores. This may go back to what Temple student Rithika was referring to by using different brands to feel a different aesthetics. Brands like Parade make what they stand for one of the main focuses of their brand. This may also tempt customers to become brand loyal or brand obsessed because they see the brand as an extension of their own values and beliefs. I turn the question to you: are you brand obsessed?
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