Frank Ocean’s “Biking” Cover Art featuring Gucci’s Ace Embroidered Sneaker

As more and more people are being exposed to material everyday due to social media and other platforms, it is inevitable that they boast the luxurious life to average people in society. For instance, luxury brands that we see people crazing over about because of pop-culture has us wanting items we don’t need. Some people feel the need to aspire to be like the people we see online but simply can’t afford it. The real question isn’t why the brands price their items so high, but instead it should be why customers are willing to spend so much on luxury brands.

This year, Gucci made a huge comeback after falling off of the luxury designer brand charts because of their lack in design. However, due to the work of Alessandro Michele they were able to bounce back and jump into the top 3 designer-clothing brands of 2017. A huge portion of sales came from individuals that were influenced by celebrities wearing these items made by Gucci; like the Gucci Ace Embroidered Sneaker. It was seen on album covers and with almost 40,000,000 tags on Instagram with #gucci. 

The Breitling Mulliner Tourbillon clock is an option for Bentley’s Bentayga SUV

As consumers, we know that these luxury brands inflate their prices with the understanding that we will continue to purchase the items regardless of the price. Bentley, recently revealed that they will be making an option to include a Breitling Mulliner Tourbillon clock to replace the digital clock in their new Bentayga. The clock will come in at a whopping $250,000 CAD while the car itself starts at $280,000 CAD. It is ridiculous how Bentley even offers the option to consumers because it should seem like an option that some would want to call in for rather than click a button in their online car customizer.

Personally, I find myself spending money on items that I appreciate and will use; rather than use as a status symbol. In Vancouver especially, we should be prioritizing our spendings on things that we need like a house and car instead of goods that aren’t necessities. People will starve themselves to save money to buy the newest fad that will go out of style within the year. It is incredible how the internet is able to market a brand to the point where a brand’s own marketing team would not be able to achieve similar results. Nowadays, a huge portion of trends come from social media because we see the latest trends the moment we go onto our phones. Spending on luxury brands is rewarding but it really shouldn’t be a priority for people.