The value and price of fashion
Those who studied hard at marketing classes will remember this statement: value and price are totally different, as value is linked and justified by the material and concepts of something, while price is the cost of the raw material plus taxes. It may seem like a simple concept of study, but in fact it is much more than that, and we are at a time when this discussion becomes fundamental in fashion.
After the affirmation of a stylist who works for one of the most prestigious and sophisticated secular French brands, he stated that “streetwear died”, the matter heated up. But it is not exactly about streetwear that Virgil Abloh was referring to. What the designer left a message is that if consumption is out of control and we always need to buy new t-shirts, the concept of having a piece and wearing it a lot, loving this outfit and valuing its belonging, is disappearing. Fashion has always been linked to the new, waiting for the next release, an absurd hurry to make faster and get sales. And then why think so now?
Unrestrained consumption without belonging has nothing to do with non-consumption. Brands that currently focus on purpose do not advocate “no consumption”. After all, it would break an entire economic system. To be socially active is to consume, in some way. Consume services, food, clothing, among others. And to consume in a smart way is to consume in a more sustainable way, to think about the surroundings, what generates consumption without purpose. Investing in quality parts to last longer is conscious consumption. Buying what you need and feel the need is conscious consumption. Buying in excess, paying very cheaply for parts and encouraging labor analogous to slavery is far from it!
So this is where the price and value of fashion come in, which is classified as creative economy, in which it produces something material with immaterial values as well. With an extensive chain that oscillates between production, creation, manufacture, marketing, distribution, fashion is one of the largest job-creating industries. But for these jobs to be fair, we need to understand and value this chain. Criticizing and complaining about national brands of price directed to high quality, differentiated modeling, after sales and high performance marketing, and buying from international brands paying much more for believing that it is status, is to devalue all conscious consumption.
Fostering national brands, preferring good quality clothes (paying for it) is measuring and controlling consumption are highly intelligent attitudes. You create the relationship with what you wear, with your style, with a fair chain that will have a future. The next time you buy new parts, think about it: value and price. And make your choice!
After the affirmation of a stylist who works for one of the most prestigious and sophisticated secular French brands, he stated that “streetwear died”, the matter heated up. But it is not exactly about streetwear that Virgil Abloh was referring to. What the designer left a message is that if consumption is out of control and we always need to buy new t-shirts, the concept of having a piece and wearing it a lot, loving this outfit and valuing its belonging, is disappearing. Fashion has always been linked to the new, waiting for the next release, an absurd hurry to make faster and get sales. And then why think so now?
Unrestrained consumption without belonging has nothing to do with non-consumption. Brands that currently focus on purpose do not advocate “no consumption”. After all, it would break an entire economic system. To be socially active is to consume, in some way. Consume services, food, clothing, among others. And to consume in a smart way is to consume in a more sustainable way, to think about the surroundings, what generates consumption without purpose. Investing in quality parts to last longer is conscious consumption. Buying what you need and feel the need is conscious consumption. Buying in excess, paying very cheaply for parts and encouraging labor analogous to slavery is far from it!
So this is where the price and value of fashion come in, which is classified as creative economy, in which it produces something material with immaterial values as well. With an extensive chain that oscillates between production, creation, manufacture, marketing, distribution, fashion is one of the largest job-creating industries. But for these jobs to be fair, we need to understand and value this chain. Criticizing and complaining about national brands of price directed to high quality, differentiated modeling, after sales and high performance marketing, and buying from international brands paying much more for believing that it is status, is to devalue all conscious consumption.
Fostering national brands, preferring good quality clothes (paying for it) is measuring and controlling consumption are highly intelligent attitudes. You create the relationship with what you wear, with your style, with a fair chain that will have a future. The next time you buy new parts, think about it: value and price. And make your choice!
Author : Mariana Goulart
Posted in: 05/03/2021
Last modified: 05/03/2021
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