Analysis Of Pacsun's Materialism

1315 Words 6 Pages
Although very unordinary, these clothes are designed this way for one main reason: to promote prestige and uniqueness. It would be fine if Pacsun’s goal for profit did not affect their consumers. However, along with their clothes, they sell the ideas and lifestyle of living without responsibilities and without restrictions, which will lead to prestige. These young consumers view themselves as self-made if they are able to afford expensive things and do whatever they want. The store uses this to their advantage by making their prices for their clothes so high. In the mind of a smart and resourceful consumer, the quality of Pacsun’s clothes might be put into question, and as a result might conclude that much of the clothes are not worth the price …show more content…
Rather than simply trying to sell prestige or uniqueness, Pacsun seeks to create a materialistic consumer that loses sight of what is really prestigious or unique. A long term effect is these young victims of materialism end up living their lives more miserably. But how is this possible? Should not Pacsun’s clothes bring happiness and comfort to those that buy them, which would make them happier in the long run like they claim? As has been continually expressed throughout history, materialism never brings the true joy that every person seeks. So it is no surprise that this same situation applies to these misguided young consumers. This feeling of lower life satisfaction starts when someone becomes unsatisfied with their current conditions. For the young consumers that shop at Pacsun, it starts when they walk into the store or shop online. They look at the clothes that they think they need in order to be a popular or cool person. Many times, young people cannot afford clothes for different reasons, and so they become upset with many things in their lives. As young consumers continue to shop in Pacsun, they will eventually catch sight of other shoppers. Sometimes, some of these shoppers are more wealthy and are able to afford much of the merchandise in the store, as can usually be seen by their choice of clothes. As a result, young consumers will see that and feel less confident about themselves. They will put the more wealthy shoppers on a pedestal if they are sporting the look of the store. Rather than just be envious of the clothes, the consumers become either knowingly or unknowingly envious of the assumed lifestyle and popularity of the wealthier shoppers. This, in effect, causes young consumers to feel unsatisfied with their lives knowing that they can not have what others

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