Book Club: Are We Defined by What We Buy?

anti-consummerism

Rob Walker: This is what you said about me:

"Possibly you live on a farm, make your own clothes, and ride a horse. But if not, then I have a funny feeling you do buy brand names."

I was born and raised in New York City. I summered for 16 years in the Hamptons. If I rode a horse it was to play Polo (and not with Ralph Loren). For years I would watch and laugh at all the wanna-bees who thought that if they drove the right car, wore the right clothes, used a certain mobile phone, ate at a certain restaurant they were actually a somebody. When NYC and the Hamptons got stale (because all those wanna-bees moved in) I moved out. I can assure you that where I live and summer now will be the hottest places 10 years from now.

I'm an independent & I'm the trend setter. Not the other way around. I know years in advance what the new, hot, 'in' thing will be. I bought an Apple Computer back in 1994 when the Wall Street Journal only gave Apple Computer Inc. 3 more weeks to stay in business. I bought their stock at $13 a share. I wouldn't let my kids go to any college/university unless it had Apple Computers and that was back in 1995-1996. Oh and BTW, one of my daughters is a top editor at a chic advertising firm.

I know all about the advertising industry. Mass marketing, etc. People who can't think for themselves, have no self-esteem, sense of purpose or know who they are buy advertised products.

I don't.

I stood by while Americans bought foreign cars in droves because they were brainwashed to think European imports were better than American made cars. Yet when I travel to France or Italy, I see many, many Europeans driving Fords. I can walk into any car dealership and write out a personal check (gladly accepted) and buy any car I want. Know what I just bought? A 2008 Ford Focus SE. I get 44 mpg, zero pollution emissions and I absolutely adore it. No expensive mass marketed hybrid, no solar panels, no hydrogen, no french-fry oil. Just pure astounding American ingenuity. Just like Steve Jobs and Apple Computer.

But no advertising company will tell that to anyone.

I see through all the hype. I make up my own mind. Do my own research and live to my own beat. I couldn't care less what anyone has to say about me or what the in-crowd sheep are following. I buy jeans that fit, look good on me and are priced accordingly. I never spent more than $50 on a pair of jeans because that is all they are worth. I won't set foot inside a Starbucks. McDonalds sells $1.35 organic coffee. I've been shopping at Wal Mart for years, because if you take the time to look you will find many products made in America (contrary to the propaganda that Wal Mart ONLY sells crap from China) If you look closely at the items stocked on the shelves at Wal Mart you will find treasures. Whomever is the buyer for Wal Mart (great American company) is doing a fantastic job but alas, is an unsung hero.

My purchasing criteria is 3-fold: price, quality, origin.

Totally a brand-name consumer

I admit it, I'm a brand-name consumer. I ONLY buy Skippy peanut butter. It's not that I don't like Jif or Peter Pan, but Skippy has a taste I like more and right now I'm still willing to pay for it. I buy Welch's Grape Jelly and Smucker's strawberry preserves, although these days it's more welch's than smucker's as welch's is cheaper. I can taste the difference between Tropicana OJ and other brands. Where food is concerned, I buy on taste and then price.

Clothing is another story, I have Ann Taylor tastes on an Old Navy budget, so I shop sales and stock up gift cards. I also buy high-end clothing when it's on super clearance at Macy's. I buy my unmentionables at Victoria's Secret and my lotions at both Victoria's Secret and Bath & Body Works. My sheets are mostly Wamsutta, and my towels are Martex. Once I find a brand I like, I tend to stick with it, unless I have a negative experience.

While I am a brand-name consumer, I don't feel compelled to go out and buy the newest style. I may like buying certain brands but I like eating more...

Being subjective

I like the little blurb about the jeans. The author is saying that people develop subjective criteria they apply objectively. Invariably, people forget why they choose certain brands and become defensive about their choices, even after it makes no more sense to choose those brands.

I've always been told that advertising is about associating a brand or product with a feeling so that people can identify with that brand or product in a subliminal way. Take cigarettes, for example, Marlboro is associated with ruggedness and independence while Virgina Slims is associated with femininity and feminism. And don't forget Tareytons smokers, they "would rather fight than switch!"

I have to admit similar brand-loving tendencies like Veronica... once I discover something I like, like Ecco shoes or Aveeno facewash, I stick with it, even if it means paying a little extra. Although, when something is double or triple in price -- like certain kinds of sheets, as I recently discovered, I go back to big-box store basics.