Ever wondered why girls go weak on their knees when they see a pair of Jimmy Choo or a luscious red Kenneth Cole purse? Ever heard of a girl getting mad at her boyfriend for showering on her designer thread? What makes ‘Sex and the City’ so tempting that you watch and rewatch and it doesn’t matter whether you’re a Carrie from Brooklyn or a Komal from Bombay?
Well, it’s the lavish rejoice that comes with branded wear. Girls, unlike boys, put their worries of debt and savings at shelf when they see a pair of stunning stilettos with ankle cuffs. Or a pineapple print crop top. Statement jewelry. Just name it. Girl gangs are game for it.
Addiction or therapy?
For girls, shopping is therapeutic and brands are the renowned doctors. Had a tragic heart break recently? Move on fashionably with a pair of branded sunglasses. Weight issues? Well, plus sized Lee Cooper Jeans serve you way better than a bucket of Ice cream and Romedy channel in your lonely couch when you take a day off to be sad. Yes. It is the grand, larger-than-life brand names that fill the flimsy, temporary emotional void. Friends come and go. Relationships build and break in today’s high-speed 4G world. But brands are your real BFF that stick to you religiously through highs and lows, literally.
What triggers the lust
While Plane Janes are happy with grandma laces and local store outfits, most girls would kill for a perfect branded party wear that would turn heads like a magnet. Is it quality material? The fashion fix? The sheen that draws envy? Brand loyalty? Or all of them? There is something about brands that the non-branded stuff can never parallel.
Girls love to feel special. They love to be pampered. And what pampers you better than a luxury brand? You don’t always have to be a hard-core fashionista to be basking in a haute brand collection. Just a decent branded brunch wear can earn you brownie points.
Yes. Pocket pinch definitely hurts. See how desperately the protagonist in “Confession of a Shopaholic” restricts her access to the Credit Card, by keeping it frozen in the refrigerator! Girls could go on splashing cash when they visit their sacred sanctum of the shopping mall. But you can’t complain when you look at the bigger picture, the Macro Economy shows a very riveting story. Research shows that Fashion Industry is the fastest growing sector in Indian economy. Brands are constantly battling one another to secure a slice of market with stunning ranges of outfits and offering prices darn hard to resist.
However, if girls can check their longing and cut their coat according to their Ahem…brand threads, safe to say, tame their spending to a few notches lower, it is the glamour quotient of the brand wear that would keep them tick in the long run. Because, whether the weather is, a girl’s gotta feel pretty.
Summary: Brand names inspire awe and cash in today’s market and girls are the fanatic followers of the latest apparel trends. They spill cash like there is no tomorrow. It sure makes one curious to set eyes on what makes branded wear so sinfully divine.