For those of us with modest means, a trip to a high end luxury goods store may result in a purchase of something small like a key fob, coin purse, or if you’re like me, maybe a pair of fabulous sunglasses. And to be completely honest, I feel cooler and more stylish for just carrying around the shopping bag with the luxury brand on it…even more so than I do wearing the item inside the bag! Why? Maybe it’s because an on-looker can only imagine what’s in my little shopping bag, whereas they can speculate as to the authenticity of my accessories. The point is, it feels nice to be able to purchase and show off something that is considered luxurious, and ultimately elite (again, for me just the shopping bag will do). Chanel knows what I’m talking about with their line of bags made to mimic their own shopping bags:
This sense of shopper’s satisfaction simply echoes the power of the trademark, and how we as consumers will literally buy into the brand to access a piece of the luxury world. An article on Bloomberg.com from earlier this week discusses the rise of the children’s wear sector of the luxury goods industry, and how consumers are willing to buy designer clothes and accessories for their children and even their pets. The reasoning the article suggests is that these kinds of items are cheaper than the regularly sold adult retail, and as such, consumers can still get the satisfaction of a luxury purchase by buying designer items for the little ones. More designers are now offering stand alone children’s retail stores, as well as diverse pet accessories for this growing market. Sounds crazy as it is to buy designer clothing that won’t fit this time next year, but as for the pet luxury market, according to a Parisian mother quoted in the article who admitted to buying designer clothes for her children, ““Let’s put it this way,” she said. “If the dog is wearing Gucci, the kids aren’t wearing Gap.”
I don’t have kids, but I do have a little love of my life: a Pomeranian named Chandler. I’ve never bought a designer anything for my dog, but I did purchase this adorable plaid harness that sure does resemble the Burberry trademark. Does he notice that he’s looking ever so chic on our walks? Nope. But there’s a chance those on lookers checking out my designer shopping bags might.