A while ago I read a book called "The fake factor: why we love brands but buy fakes" and it was one of those books that really made me think. It was, like the title suggests, about brands, consumption and human mind. It wasn't one of those shallow books that says "this is the way it is and screw the rest". No it was much deeper, analyzing why we want things in the first place, what brands really stands for and well, it was great. I wanna buy it and read it over and over. Anyways I have a theory (which I can't remember reading in the book) which is about that subject. Why does people buy fakes or imitations? And I thought like this. A brand promise you quality, that this product will be as good as the one before (that's why we have this liability to pick the same brand, like Fanta instead of some unknown orange drink) and that is why they can charge you with more. Other factors why we buy a brand is the season trend and the want to try something new (which is smaller than you might think). Quality is the shining star on the brand heaven. That is why people spend thousands of dollars on Gucci-bags. BUT! (and this is my point) Since all the fashion houses seem to change every third month (if you count the pre-seasons and holiday-collections), why would you need a bag that can get used for another 40 years? And costs maybe 100 times more than your ordinary bag from H&M? The fashion houses tricks themselves. Yeah. Nighty night.
