Chapter 12: Life In Excess (Among College Students)

I know far too many people who emphasize branding over everything, especially when it comes to clothing. They want everyone around them to know that they can afford the clothing that they're wearing, and they proudly parade their Gucci bag/shoes/belt around just to show off these status symbols. They intentionally buy over-branded pieces of clothing so that they can show off their "wealth", using their purchases more for invidious distinction, and less for personal use and enjoyment.

I'll admit, I'm guilty of doing this too. I think many people my age are. Proudly displaying our luxury purchases to let people know, "Yeah! I did spend over $300 on this Apple Watch. So what?" (I don't own an Apple Watch)

Or you can spend a meager $1299 on a special Hermes edition Apple Watch

I'm almost sure this stems from our current stage in life. As college aged young adults, we rarely make (or can even afford) unnecessary luxury expenditures. When we do, it becomes an act of conspicuous consumption. The mentality becomes, "If you're going to splurge and treat yourself, why not show it off a little?" 

However, some people take it to another level entirely, carrying themselves around like royalty and looking down upon those who can't afford what they're wearing/using. The concept of abranding is something these people should take note of. I believe that if you spend big money on something, especially a luxury clothing item, you should buy it for your own enjoyment without feeling the need to flaunt it in everybody's face. Parading your luxury purchases around essentially "cheapens" the item, and takes away from the overall purchase experience.