Logic or Manipulation?
It is understandable for a business to market their products and services to a specific audience. Rationally, a business has a niche, and they sell to those who will respond to that niche.
It is an entirely different story if a business is promoting to an audience who is undeniably not in the chapter of their lives where the concept of ‘luxury’ is available to them - this does not include the children of the 1% who already have money that’s making more money. In this case, I’m talking about the general public, the 99% remaining.
Is their strategy from an angle of manipulation?
As many know, during the late adolescent years when the frontal lobe of the brain has not finished developing, the youth are still heavily prone to absorbing information that’s restricted to them. The frontal lobe of the brain is responsible for planning, organizing, initiating, self-awareness, and intensive comprehensive decision making. As a result, the youth are easily influenced by all external stimuli. Because of this, many businesses, the luxury fashion industry being one of the most convincing, use their advertising, locations, storefront displays, and interior design to lure the young to purchase a disgustingly overpriced item that fools them into believing they are a part of the glamor status in society. . . . . when in reality, they are living with their parents and trying to pass their statistics exams.
Is their strategy from a logical perspective?
After calculating the average minimum wage in the metropolitan cities of Western Europe, as well as the average cost of a purse from luxury labels whose audience is the youth, I wanted to do the math in order to see if the youth had a big enough income that would allow them extra money to purchase a purse every few months. The answer, absolutely not. The average minimum pay per hour in Western Europe is 7.4 euros. Considering the rent, food, and transportation that must be accounted for, a luxury handbag should not be on any Generation Z’s horizon. These results provide one clear conclusion, one that is frankly not too surprising. Luxury labels don’t care how the youth are able to purchase their products, as long as profits are made.
The true reason . . . .
Profit. Profit with the dismissal of its grand effect on those who have little power to reverse the actions they didn’t know any better but to make. Many know that the youth are one of the most easily influenced generations, yet all categories of business make a habit of exploiting them from all angles. “You don’t have the money to buy this purse? Well here is a high interest rate credit card with no instruction on how to prioritize paying it on time. Do you want an education? Here is a $50,000 Unsubsidized loan that will take over half your life to pay back. Wait, you want a loan to start a business and become successful independently? No we can’t do that for you, you’ll need a hefty credit score to receive that privilege”. As said, it’s understandable to sell your products to those attracted to that niche and who can afford it. The new reality might as well be that the niche of these companies is that are predominantly selling to those who are required to max out their high interest credit cards in order to buy one item that makes them feel included and expected into this glamorous facade that people call society.
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