You may come across many shopaholics throughout the globe but in our society there is a certain stereotype of these at a rise. They may widely be known as brand conscious people. These snobs are mainly the youth and the working class. Young adults believe to gain an edge and ego boost when acknowledged by their peers. Whereas the working people think looking sharp gives them the confidence needed to make professional leaps.
Many blame the internet and this new age of knowledge and globalization. It is no doubt that due to globalization many foreign brands and western thinking has swept into our country. Everyone is westernised be it the appearance or the mindset. This is also the reason why many foreign brands have opened their outlets in Pakistan and are running them quiet successfully. It wasn’t long ago that M.M.Alam was a quiet market with few shops and restaurants but now it is the hub of elite dining and designer wear. It is a constant battle to ‘check in’ at the top restaurants and to post pictures with designer clothes on Facebook before your peers.
Brands nowadays have a great influence on the thinking of people. I personally have experienced a sudden change in the attitude of people when they see a tag on you. Throwing around popular brand names is necessary for an individual to be accepted in the society nowadays. A person who knows well about the brands is considered ‘cooler’ rather than the person with knowledge. Universities have become a show of tags. What to wear each day has become harder of a decision. Many students have reported that they feel embarrassed to admit they got a pair of clothing from a normal shop rather than a brand. People are constantly adapting to styles and attires way different from their culture and comfort zone in the race to top the trendy charts. To be accepted and praised by people have become an addiction much worse than drugs. This robs a person of their integrity and culture.
The constant struggle to gain the outfit your influencer or celebrity wore leaves a person trying out all alternatives to gain it. Be it spending heavy amounts on unnecessary luxury items. There has been an hundred percent increase in the depression in our society. People constantly exposed to items they can never purchase leave them with a feeling of hatred and anger towards the unfair world. One must use brands as just brands and not make them so important that they start to reshape the society.
By Mahreen Azam section G (11Uo538)