|
So you've got to have it. That thing. That Coach Purse, or that Designer wallet or those Designer handbags. But why? What for? Why are some products so seductive, and others seem hardly worth your time? To put it simply, designer companies excel at psychological manipulation. Another word for it is marketing. Ever wonder why Prada handbags are so expensive? Is it the materials they use? Not so much. The cost of producing a handbag is a mere fraction of the price you pay. So why the markup? Well, because people will pay for it. Marketers know that by setting a price high, and presenting an item as high status, they will attract a certain type of buyer: A rich one (or one who wishes to be rich). Marketing is a game. Anyone who has worked in marketing knows that most consumers are unaware of the psychological tricks, not just with designer items but in every area of consumerism, from bread n' butter to software products. Some people argue that marketing is unfair manipulation, or dishonest. But most marketers are actually good, honest people. They just know how to trigger emotional responses in consumers, leading to a sale. When an entrepreneur starts a company, she must decide who her audience is. Who am I marketing to, she asks. It could be working Moms. Or truck drivers. Or software engineers, in their 30s. Or you, the buyer of an expensive designer wallet. Once the audience is decided, all marketing materials are geared to meet the psychological needs of that audience. For designer products that are highly priced, the audience is considered "high-end." Then, the marketers design everything to meet the consumer's psychological make-up. Assumptions are made. What assumptions? How do designer companies see you, the handbag buyer? What assumptions are they making about you? Wouldn't you like to know? To begin with, marketers assume that you are either rich or you desire to be seen as rich. They believe that you are concerned with image, that you care about status, that you want your friends and coworkers to see how hip you are. Marketers present their designer product as being part of that high-end club, in which you wish to establish yourself. They play to insecurities. What insecurities? Well, most marketers assume that people buying expensive handbags have insecurities about status, that they cover themselves with pricey clothes and accessories to prove to the world how worthy they are. Or, marketers assume that you use money to buy happiness. They might play to that idea with subtle pictures that say: Buy me and you'll finally be happy with your life. The picture with this message might only show a smiling woman, toting a prada bag, draped with a handsome man. Enough said--buy that handbag and you'll be a smiling, happy woman with a perfect husband. The illusion is tempting. Marketers aren't bad people. They just know what you want better than you do. They understand what motivates you. They know you want to achieve popularity in a high-status circle, happiness, sexiness, whatever. The products themselves are ordinary. They are mostly created with cheap ingredients in third-world countries. But they don't tell you that in the marketing. Psychological tactics aside, some Designer handbags are gorgeous. If you can see past the illusions that marketers use, you still might have a beautiful product in your hands. Surrounding yourself with beauty is underrated. A beautiful home, however you style it, can do wonders for the spirit. So if you choose to buy a designer accessory, do so consciously, but with thorough enjoyment of the aesthetic pleasure it brings. About the Author: Amy Brevard is a Freelance Writer for Innuity. For more information about Designer handbags, Designer wallet, Prada handbags, or Coach Purse go to Designer Direct Outlet.
Related Articles -
Designer handbags, Designer wallet, Prada handbags, Coach Purse,
| 
