A new wave of women willing and able to splash the

A new wave of ladies willing and able to splash the money
Visiting an extravagance department store near you may be the Charge of the Handbag Brigade, led with a new breed of luxe-brand customer,[link widoczny dla zalogowanych], the Chinese fashionista.
The designer handbag was previously the prerogative from the blonde-bob brigade. The territory was owned by the well-heeled ladies who lunch. On their behalf,[link widoczny dla zalogowanych], it needed to be Chanel or Hermes.
Then the bag became the 'must-have' accessory of teenage society. Not on their behalf the quilted, chain-handle Chanel classic; nor the cumbersome Hermes, complete with padlock. No, they went more for the Guccis and Pradas, by using buckles and belts.
Now, the market has shifted all over again, to the Chinese community. By all accounts, our Chinese human population is not just willing,[link widoczny dla zalogowanych], but additionally in a position to spend thousands on that must-have designer handbag.
Brown Thomas was awash on Stephen's Day,[link widoczny dla zalogowanych], the first day of its sale, with Chinese women clamouring to purchase as many designer handbags as possible for which was a very generous decrease in price. One woman left the shop with worth of bags for that knock-down cost of (Well,[link widoczny dla zalogowanych], everything is relative).
I employed a woman from China at one stage and 2 things stand out in my mind with regards to her. She would be a meticulous and dedicated worker. And she owned an accumulation of designer handbags. Not rip-offs, however the real thing.
What I didn't realise,[link widoczny dla zalogowanych], at the time, was that she was no exception. A trip to Dublin's China Town on Parnell Street -- where you can get the most amazing Chinese food at a similarly amazing price -- would open your vision towards the quantity of young Chinese women displaying the most expensive designer bags like trophies. It's as an outward display of how well they do.
What makes the designer handbag so covetable? Buying decisions are emotional, not rational. Should you be rational about any purchase you make, you'd ask yourself,[link widoczny dla zalogowanych], 'who needs a designer handbag when any bag will serve exactly the same purpose?' And before any male reader gets the concept of saying 'I told you so',[link widoczny dla zalogowanych], is it really essential to drive a car that's able to travelling any faster compared to legal speed limit?
Every sensible person believes they're safe from brand advertising, that they have a feeling of self that doesn't require external validation by what they own. It's a warm but unjustified conceit.
According to consumer theorist Wolfgang Grassl, we increase the value of an item when it's associated with a perceived quality brand. Personal branding,[link widoczny dla zalogowanych], or how we prefer to present ourselves,[link widoczny dla zalogowanych], is no different. First impressions count. People make a variety of assumptions about us based on first impressions.
How we dress, what car we drive, what accessories we carry, all equal to the creation of those first impressions. Could it be any wonder we've got caught up in the whole quality brand frenzy?
After all, the majority of us do not have personal attributes like Pippa Middleton's rear end or Liz Hurley's fab figure to advertise our brand, so we depend on designer labels or fancy cars or whatever happens to become fashionable in today's world, to boost our appeal.
I recall the furore Martha Stewart brought on by carrying a Hermes handbag on her behalf distance to court for sentencing following her conviction for insider trading. She carried it just like a badge saying, 'I might be down but I'm not out'. Images are powerful.
But times change -- as do the symbols that add up to a suitable first impression at any given point.
In many Irish communities today, people prefer to die than display wealth. An individual brand associated with ostentatious displays of wealth is no longer considered acceptable following a economic tsunami that hit the nation in 2008.
Now it is so unseemly to appear wealthy that having a 2012 car will take courage, if not effrontery. It's fashionable to brand ourselves as frugal. Individuals who just 3 years ago would have died rather than admit to shopping in Penney's,[link widoczny dla zalogowanych], Aldi or Lidl now boast openly about what great bargains they were given and just how proficient they're at budgeting.
We wear our possessions and carry our branded shopping bags like suits of armour, a means of displaying how like everybody else we are.
It's not that we have copped onto ourselves, it's just fashionable to become frugal, so even people who can afford to splash out restrain themselves to be along with everyone else. We haven't changed, we've just substituted one brand for an additional. We've become inverted snobs.
I had been never a handbag junkie myself. Boots and shoes were my addiction. High ones,[link widoczny dla zalogowanych], flat ones, suede, leather, patent, satin -- you name it, I've it -- so I'm not exactly in a position to look down my nose at the ostentation. But why has the Chinese community become so obsessed with designer handbags at any given time when the most of us could be embarrassed to spend that kind of cash, even when we had it?
China is really a booming economy. In under 2 decades, it has gone from being a major supply of cheap labour for that manufacture of goods available around the world, to one of the major consumers of these very goods.
Also it seems consumerism follows prosperity wherever it goes. Let's face it,[link widoczny dla zalogowanych], who wants to remain behind within the fashion stakes once the relations back home are dead impressed with a label?
The post-Christmas sales really are a blessing towards the Chinese community whose major celebration is Chinese Year,[link widoczny dla zalogowanych], that takes place at the end of January. It's really no different to the post-Thanksgiving sales as being a godsend to the Irish shopper in Ny prior to Christmas. (Those were the times).
Hats off to the marketing departments of the major stores who had the foresight to advertise in the Chinese newspapers prior to sale and to employ staff who speak Mandarin to boot,[link widoczny dla zalogowanych].
We might be relying on our Asian friends to enhance our retail sector for now. But as soon as it might be fashionable to display prosperity again we'll be first in line in the St Stephen's Day sale, hands out for the luxury brands. You simply wait and see.相关的主题文章：

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