Fashion Cents} Brand Loyalty or Brand Validation?

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Danielle and I have discussed how the psychological obsession with expensive products and luxury labels can lead to financial trouble. While setting up shop for the most relaxed SMC meeting ever, we discussed our favorite brands. Danielle likes O.P.I. nail polish and has a shoe game that would blow you away. I, however, have recently recovered from a serious infatuation with True Religion brand jeans and the both of these are pricey for the types of products they are. Sometimes within one’s own living circumstances, it makes no sense to step out of one’s’ budget for the sake of feeling validated by a brand. So why do so many people do it? Which has more value, brand loyalty or brand validation?

Let’s begin the conversation by defining these terms. Brand Loyalty is your devotion to a particular brand because of its proven usefulness. This is a tried and true product or brand that has won you, the customer, over for its merit or quality. (THINK: I’m loyal to Charmin tissue because of its thickness.) Brand validation, as its name suggests, is when a product’s mere reputation trumps the importance of its merit; thus fueling one’s desire for the label more so than the product. Yep, we let a brand validate us without proving itself worthy of its cost.

Brand names and their reputations are impossible to evade. Because of this, it is almost too easy to get lost in a particular brand so much so, that we allow it to eat out our pockets. The place where both brand obsession and financial logic intersect is where I am in my journey to financial freedom….SMC too, since she has repeatedly admitted that Chanel makes her feel pretty. In no way am I discouraging splurging for yourself or investing in expensive products that will hold you down in the long run. I, for one, own expensive jeans that have lasted years. When operating on a budget, though, it is imperative to think critically about the items you choose to spend your money on, and why. Are you loyal to your brands because they actually fulfill their purpose, or are your brands validating you while nipping away at your money? Granted, there is no cookie cutter way to address the issue of our obsessions with luxury brands. However, acknowledgment of this issue is a surefire way to begin searching for smarter ways to shop for the things you love…while staying within a budget, of course:)

Have you ever allowed a brand names to validate your purchase?  

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