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Designer clothes
Do you really need them?

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Branded „designer“ clothing is fashionable, but is it worth the price? And what about mobile phone brands?
Brand products are more expensive, but there are also some valid arguments in favour of buying them.
Branded „designer“ clothing is fashionable, but is it worth the price?
If you buy your clothes just anywhere and have no stuff with big brand names, that will be seen as “uncool” in many cliques. Wear the wrong trainers, and you are out. Use the wrong mobile phone, and you’ll be laughed at. The wrong shirt label, and you’ll be labelled a loser.

Is that fair?

No, it isn’t. And it’s not really cool either. But it is “normal”. In our culture, owning things is part of a certain lifestyle or an expression of an attitude. And possessions are status symbols. That’s how it has always been.

A sense of belonging

In ancient Rome, only senators were allowed to wear purple-coloured clothes, and later on crimson and purple were reserved for high church dignitaries and royalty. Wearing it signified that you belonged to these august circles. Everybody else was excluded. In our time, brand clothes have taken over this function. By buying them – at rather stiff prices – you also buy a sense of belonging.

Just pricier – or better, too?

Brand clothing is frequently said to be so expensive only because the manufacturers invest enormous sums of money in their brand image (advertising!) and are also out for fat profits. But the quality of the products is not necessarily better, critics say.

A reputation at stake

However, leading labels have a reputation (built at significant cost) to protect. And that will soon be gone if they fail to deliver good quality. Brand products are therefore often high-quality. On the other hand, this does not imply that cheap jeans are not as good as the pricy “hip” ones. But how can you know that? Many consumers have no way of judging the quality of products. Therefore, we easily fall into a psychological trap – we simply believe that costlier products have benefits over cheaper ones, even if those benefits do not exist. And we buy things we do not need or cannot really afford.

One step ahead

The markets for brand products are highly competitive, which is why big labels invest not only in advertising but also in research and development: the latest in electronic technology, new cuts and fabrics in fashion, new ingredients in cosmetics. So if you want to keep up with the latest trends, you will often find yourself buying brand products.

How to get brand products at reasonable prices?

There may be an outlet centre near where you live. They often offer articles at bargain prices. Second-hand shops are another source of brand clothing at greatly reduced prices. Or you could try the online trading platforms willhaben.at or ebay.at (note that you have to be at least 18 years old to make purchases via eBay). Search through online outlets, and wait for the sales or any special offers and discount codes.

Search through online outlets, and wait for the sales or any special offers and discount codes.

Before buying anything, compare prices and ask yourself –
  • … what you really need.
  • … if you really want to splurge on high-end stuff, or if something at a more modest price would do just as well.
  • … if the quality is worth the extra outlay, or could you get something just as good (or even better) at a lower price?
  • … if life isn’t actually about other things than brands and labels: things such as friendship, family, love, memories, reliability, loyalty – to name but a few.

FAQ

Not necessarily. Brands invest a lot in advertising and image, but also in quality and development. Nevertheless, an inexpensive product can be just as good – or even better.
A large part of the price is often spent on marketing and brand building. Consumers also pay for the feeling of status and belonging.
In many groups, certain brands are considered “in”. Those who don’t wear them are sometimes excluded – although this has little to do with real value.
Outlets, second-hand stores and online platforms such as willhaben.at or ebay.at often offer high-quality branded goods at significantly lower prices.
Ask yourself whether you really need the product, whether the quality is right and whether you can get something of equal value for less. Sometimes other things in life count more than brands.

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