Bomb Youth
What is all this about brands?
What is all this about brands?
Caroline Andrade
It is rather amusing, how the youth in the city, are continuously making efforts to buy more and more clothes under foreign brands, even though marketers are faking some of the brands. Walking through any shopping mall or chic shopping precinct, makes one notice the happiness and smile on the faces of young citizens admiring, inspecting and buying brands like Levis, Canon, L.G and others.
Brand consciousness has become a weakness of the upcoming Indian youth. Today, the youth in India are willing to shell out enough money on the maintenance of a prolific lifestyle. They prefer to go for brands when it comes clothes, shoes, perfumes, eatables, accessories, gadgets and even lingerie. The sudden willingness to spend a bomb, only on brands has come as a result, of the increase in income of these generations owing to the occurrence of globalization.
The ‘Nielsen Global Luxury Brands Study’, has placed India, at the third position after Greece and Hong Kong. Interestingly, the study conducted by the global information entity Nielsen Company found out that regardless of the existence of imitated designer-branded goods, more than three-fourth of Indians do not believe that imitation products match up to the real one.
“I had once bought sunglasses that said, ‘Raybond,’ instead of Rayband and a Nike product with a tick pointing out towards the other side,” laughs Sharanya Ramprakash, a working professional for a management company called Fuller Life.
On a serious note she says,” Levis is something I always buy, when it comes to jeans and Reebok when it comes to sports gears, while in case of cameras, only the brand name Canon works for me, also work clothes it has to be Allen Solley. “
She adds, “Sometimes it’s not so much for the brand, I don’t care for it and like to pick up whatever I like, irrespective of how cheap or expensive it is.” “Like the Bangkok store here on Brigade, has some things which are exorbitantly priced and they are not even branded, yet I still like purchasing things from there.”
“Brands are just important for me when it comes to gadgets.” “I love photography, so I will be conscious about brands in cameras, but otherwise when it comes to clothes, I don’t really care,” she says.
Her friend, Nishita Vasant also from the same company, nodds her head for the same
Pointing out towards her friend she says, “We have fights, when it came to buying cameras. If I ever bought a Nikon camera, she will raise her eyebrows.”
However, she adds, “The recession is here, so anything can be bought, the brand name doesn’t matter at times.”
While some like Kusumb Nim, a Visual Merchandisor, with the Bombay Store says
“I am not brand conscious but I love brands. I love wearing jeans of Tommy and Pepe. I have a dream of having a collection of all brands in jeans.” She continues, “Whenever I see people buying fake brands from streets, I think I can never be like them and can never buy fake brands like them.”
The lady is quick at advising those who go for fake brands. Says she, “If you don’t have money, then you don’t wear branded stuff, but at least don’t make an attempt at showing off, by flaunting stuff that’s fake.”
She continues, “Even I buy chappals and T shirts from the streets, but whenever I buy T shirts from the streets, I make sure that they are plain and that there is no brand name written on it.”
Call it whatever, but the fact remains that the city’s janta is always game for the latest, trendiest and the hippest, whether the products are really they, is another matter. Brands are after all an extension of one’s personality. Issues of self-concept and social self-concept are involved here. It has therefore become very important for people who see themselves as being successful and having arrived. Feelings of being a global citizen and at par with other countries have become an important aspect of one’s life.
About the Author
Caroline Andrade is a journalism student from the Indian Institute of Journalism & New Media. Currently into print, her area of specialization is magazine. She has a good command over writing non fictional, feature stories.
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