I've been thinking now and I am starting to believe people wear brands to benefit themselves somehow and I think I've found out in which way brands do that.
I've found on an article at http://www.investopedia.com/articles/personal-finance/091115/psychology-behind-why-people-buy-luxury-goods.asp that "according to researchers, low self-esteem is a big factor in whether a person will buy luxury goods that he may not be able to afford. For consumers trapped in institutionalized poverty or those living paycheck to paycheck, a luxury good can go a long way in increasing self-esteem or providing a sense of belonging. In China, men use luxury goods to show off their success and flaunt wealth. Chinese women, like American women, tend to purchase luxury goods in order to give in to hedonistic tendencies." Now this was very surprising information to me. I now see that instead of just buying an expensive clothing just for the brand, people buy it to make themselves feel better. I now see that it gives them a sense of belonging. Even people that are economically struggling try very hard to still buy expensive brands. For me, I tend to buy whatever brand clothing, but if I see a good brand I'd still want to buy it. Now I see I am starting to see the real reasons of why people would go to such lengths and pay so much money for brands.
"The Psychology Behind Why People Buy Luxury Goods | Investopedia."Investopedia. 2015. Web. 17 May 2016.
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