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2/7/2004
Fashion Trends
 There is a horrible fashion trend that has descended upon the consumers of America and beyond. They are Australian sheepskin boots. They are called Uggs. I'm assuming the name comes from the fact that they are UGG-LY. Not since the 80's have I seen such a horrendous fashion trend. Who is responsible for this? The Australians. Thank God Hillsong Music has redeemed my opinion of Australians. But for upwards of $200 a pop, what in tarnation would cause someone to actually think these suckers are cute? I've even seen girls wearing them with skirts?!? Now I've tried these on (burning curiousity I suppose) and I'll admit, they're both comfortable and warm. But "going hiking in the mountains warm" not "I wanna be part of a fashion trend warm". These boots seem to be the most popular in sunny California (someone help me understand the logic there). Whatever the case may be, these shoes are all the rave and I don't get why. Collectively, we Americans have brains the size of peas when it comes to consumerism. We do very little thinking for ourselves and usually rely on the media and what we see to dictate what we should be buying; especially in the fashion world. I've usually found that image creates desire and if you see something enough times, what was once ugly now seems chic. This is a marketing nightmare. But no matter how many times I see these uggified boots, they still seem hideous to me. Another strange phenomenon is the fact that we consumers have some need to spend lots of money on things that shouldn't cost lots of money. Like jeans. And I'll be the first to admit, the combined market value of 5 pairs of jeans in my closet is about $800. I of course, being a bargain hunter didn't pay that price, but the concept still sickens me nonetheless. Truth be told, there's not a heck of a lot of difference between a pair of generic and designer jeans but the label. Sometimes quality differs, but even that's fargone these days. I've been observing the Gap, Inc. over the last couple of years. Their sales were WAY down around this time last year; about 10%, which in the retail world is horrible. Interestingly enough, the Gap still had their same quality, same basic clothes. One of their main problems was, get this: their price point. Their jeans were too cheap. People wanted to buy "expensive jeans". So you guessed, it, sometime last year, the Gap introduced "1969" their upscale denim line. What a load of crap. The reality is, there's no difference in this new line of jeans. They're just more expensive. Currently, the Gap's sales are up. My hypothesis on this: We consumers want to have the best of the best, even if we can't afford it. "Faking the funk" so to speak, is a nice consolation prize for not being "well-off" enough to afford to pay $185 for a pair of Diesel Jeans without going into debt. So we'll buy the expensive pair of Gap jeans over the cheap ones because it makes us look more successful. This is the craziest concept to me. While the discount stores (Target, Walmart, TJ Maxx, Nordstrom Rack) are extremely successful these days, it's the (middle stores) whose clothes aren't too expensive but aren't too cheap that are losing in sales. Why? All because of some ugly boots. Well, not really but I'd like to think so.
posted by ambra at 2/7/2004 12:30:16 PM | link to this entry |
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