What’s your first reaction after you read the title?
So, I was flooding my twitter timeline with my random minds after I read that H&M being a trending topic and when I had found out, that brand become a TT because it opened it’s very first store in Singapore and I was like “what the hell?!” because it’s sort of overrated and I realized that actually, middle-class Indonesians who live in big cities must be over-acting too if its opened in; for example, Jakarta.
Since I had been back from Germany, I saw those chain-stores there aren’t have any pride-feelings to gave to their buyers after bought their things in there, while in Indonesia; well, I will take Jakarta and my own surroundings plus some people around me as the comparison for describe “what’s the different between Germans and Indonesian to spend their money, in context shopping style?” people in Jakarta, could have a very pride-feelings for just bought Zara, Topshop, Promod, Forever 21, etc. With so much higher price than in Europe or USA. For example, I bought a H&M T-Shirt for just 5 Euro while I really sure, it could costs about 300.000 Rupiah (25 Euro) here. One of my friends also bought a Zara bag for 15 Euro (which a sale item and possibly a last season’s bag), while her friend saw that bag in Jakarta costs for 900.000 Rupiah (85 Euro) and with that price, it’s possibly that the bag is a new arrival bag.
Don’t you get the point? Now, I will tell you. As an Indonesian, I feel embarrassed because thinking of (most) Indonesian people could feel really proud for just having chain-stores’ brands things, chain-stores (of course) only have mass-products (which are not exclusive at all), and Indonesians bought those mass-products with exclusive price, and they felt proud about it. To see and to observe how Indonesian people spend their money (for shopping); they just take care about brands, not the things’ quality. Since they have been crazy for those chain-stores goods, they are feeling (more) proud to have a one million Rupiah Zara bag at the half price of local bag, which probably more exclusive and has more good quality because it might be handmade or else. People here, feel proud to have something because of the brands, because of they could showed (off) how much they afforded, how much they (maybe) earned. Yes, they’re absolutely had been played by capitalism. They don’t care the quality at all, as long as it has big brands, people know what you wear, and people will say “whoa!” after they know what brand it is. This is about prestige, and to spend money just for prestige; even you pushed yourself to get it, in fact you actually can’t afford it, is mainly usual now for Jakartans. As if, a person who really pushed himself to buy a 400.000 plain T-Shirt because the ‘brand’ is Topshop and he actually just earned 2.500.000 million Rupiah per month. For me, it is obviously silly to the max.
According to me, branding is also necessary. Had been live in Public Relations world, I can’t just let myself to not care for what I wear. For some people, I admitted that they must brand-aware like people who working in media or fashion industry field or might be company’s representatives and so on. I just gave you my random mind; how could almost Indonesians (who live in big cities) have these chain-stores mindset? Please, ask yourself ;)