Why I stopped buying designer. The insidious tactics of luxury brands:

In today’s consumer-driven society, the appeal of luxury goods is more powerful than ever.

Brands like Louis Vuitton, Gucci, and Chanel have become synonymous with status, success, and social acceptance. However, beneath the glamorous surface of high-end fashion lies a more insidious reality:

Luxury goods companies specifically target the insecurities of people of colour to entice them into spending money.

This strategy not only exploits our vulnerabilities, but also perpetuates a cycle of financial instability.

The Power of Insecurity

For people of colour living in the West, the desire to fit in and be accepted can be overwhelming. This drive is often fuelled by a combination of cultural adaptation and social pressure.

In a society where appearances matter, owning luxury items becomes a way to signal that one has “made it.” This phenomenon is not just about owning expensive things; it’s about the perceived social capital that comes with these items.

The Role of Marketing

Luxury brands are aware of these dynamics and have tailored their marketing strategies accordingly. They often employ tactics that tap into our deep-seated insecurities and aspirations. Advertisements featuring people of colour in luxurious settings create a visual narrative that equates owning luxury goods with success and social acceptance.

It’s no coincidence that almost all of Louis Vuitton’s house ambassadors are people of colour.

The Economic Trap

A study co-authored by Professor Kerwin Charles highlights that people of colour spend significantly more on products that are visible to others compared to their white counterparts.

This spending pattern is not just a cultural preference but a response to societal pressures and the desire to disprove negative stereotypes. By showcasing our ability to purchase luxury items, we use our purchases to signal our economic success and social worth.

However, this spending often comes at a significant cost. The financial resources allocated towards luxury goods could otherwise be invested in building long-term wealth and financial security.

Instead, we find ourselves trapped in a cycle of spending to maintain appearances, often at the expense of financial well-being.

Breaking the Cycle

To overcome this exploitative cycle, it is crucial to understand the psychological and financial impacts of luxury consumption.

As a community, we need to emphasize the importance of saving and investing over consumption in order to build long-term financial stability.

By redefining what it means to “make it,” we can shift the focus from material possessions to personal achievements, community building, and financial independence.

What that means for us:

As a Muslim woman of colour, the most powerful act of resistance against a capitalist society is saving money.

This system is designed to keep us spending, buying into the idea that driving a luxury car, going on fancy vacations, or carrying a Louis Vuitton purse is the ultimate display of success.

However, these are illusions of power. True power in our social context comes from financial independence and security, which can only be achieved through saving.

When you save money instead of spending it on luxury goods, you reclaim your financial power. You refuse to be manipulated by marketing tactics that convince you to prioritize appearance over substance.

Saving money allows you to build a solid financial foundation, which is far more powerful and sustainable than temporary displays of wealth.

In a capitalist society that thrives on consumerism, choosing to save is a radical act of resistance. It allows you to focus on what truly matters: long-term security, personal growth, and community support.