Shopping for a look defines who we are and what we want to look like. Self-esteem refers to a persons self confidence in their worth or their abilities. We generally will choose an aesthetically pleasing product that will build our self-esteem and make us feel/look good. There has been research into brain function when a person has a close relationship with a product and how the urging for a product starts, making us have a certain look or style. The term “the consumer is always right” is a smart concept because the consumer generally thinks their knowledge is greater than the expert ideas that come with most packaging.
Social media has had a huge impact on making us think we need products and put into our head different unique styles. Buying luxury goods is not a new idea that tries to promote wealth through societies as well as social power. Consumers are now promoting their new products through social media which puts in peoples heads they have to have the newest products otherwise they will appear behind fashion trends. Discovering the amount of alternatives an individual can have on one product makes the market very tough to compete in, although some brands like Nike and Adidas have found to have excelled.
The stigma behind Nike TN’s in Australia has been huge due to the massive demand and look for them. Most people see Australia when the shoe is shown due to such a demand for them in stores. This demand can be wanted by a culture or a reference group you are known by. West Sydney is the highest seller of this shoe and have a reputation to be wearing them.
