Do we buy handbags or simply brand? (By Genki Mak)

 

Have you ever buy a handbag with brand name such as Louis Vuitton? In Hong Kong, people choose handbags depends on their utility, price and so on. Nevertheless, I think brand is the most important reason why people buy the handbags. Brand is a kind of recognition which includes a name, logo and slogan associated with the product. Nowadays, we can see many people bringing handbags with brand names like Agnes b and Gucci on the street. Even teenagers consume brand handbags. This phenomenon is so popular in the consuming culture of Hong Kong. It arouses a question: “Do we buy handbags or simply brand?”

In my opinion, brand name of handbags is a guarantee for customers. Some brand handbags such as Agnes b are more than $1000 HK dollars. As people usually believe that expensive products are equivalent to good products, they have more confident in brand products. Furthermore, Advertisements and magazines affect us to consume the brand handbags. For example, when pictures of famous stars or models carry brand handbags are displayed in magazines, people will be fascinated after reading them. They would like to buy those handbags to imitate idols or to be fashionable. For me, I also buy the brand handbags which I can afford such as Puma when I am attracted by those advertisements. Therefore, we can conclude that people are more willing to buy famous brands which can afford the huge amount of advertising expenditure than those without well-known brand names.

On the other hand, people purchase personal identities other than the brand handbag itself. For instance, a student takes Gucci handbag to school, other classmates may think he or she is from a wealthy family. Brand makes us feel more confident and noble. It seems to have a value which can satisfy material needs of consumers. Consequently, brand generates an effect that increases consumption. As a result of the above reasons, teenagers in Hong Kong love to pursue brand handbags. However, they have no economic source to afford expensive handbags, thus this kind of consumption is just wasting their families’ money. The brand effect is so serious and has a great influence in the consuming culture. It causes a majority to buy handbags because of the brand.

As high-priced brand handbags like Vivienne Westwood target at middle class or above, for those who cannot afford may turn to pirated goods. Although selling pirated goods are supposed to be illegal, people still sell those goods to make profits. When people buy more and more counterfeit goods gradually, we are difficult to distinguish between fake goods and the real one on the street. Despite the goods are not useful to them, consumers still buy fake brand handbags with low prices to satisfy their desire. I think this consumption behaviour of counterfeit goods show that consumers simply want the brand rather than the handbag itself.

In fact, some people still choose handbags which are without brand names. However, in my opinion, brand attracts most people to buy their products like clothes and shoes. Consumptions of handbags are more obvious to show the phenomenon of which consumers pursue brands in Hong Kong. When they consume handbags, they are consuming brands at the same time. In the consuming culture, people purchase products continuously without any purpose. Nowadays, brand is so popular because it is well-liked by the mass. Moreover, media imply ideology to us that we buy the products with brands is a correct choice. Therefore, I think many people do not simply buy handbags, but also their brands. 

Genki Mak

Reference:

Wikipedia – The Free Encyclopedia. “Brand” 16 Oct 2007. 17 Oct 2007
<http://en.wikipedia.org/wiki/Brand >