Earlier I always had wondered what’s there in a name. But with the modern trends of gripping consumerism, where big brand names and designer labels control the market sway, it is becoming clear that a name or a brand brings a whole lot of undefined experiences along with it. And at the cost of brand conscious and high fashion, and the label-loving Indians as the biggest fashion consumers, many global designers and brands have nurtured their glamour business in Indian markets. With that said, is anyone who doesn’t love to indulge in the luxury of a designer brand? The most talked-about subjects in any Sunday brunches or an upper-middle class kitty party are the Bvlgari perfume, or the high-end Jimmy Choo shoes. Chanel, Gucci, Dior, Louis Vuitton, Fendi, Cartier are only some of the international designer labels which satisfy our shoes, bags and humble clothing desires. The designer labels have become a status norm for the party-loving Indian population, which likes to be stamped in extravagance. High-end malls and designer houses have braced up with high-fi designer range of fashion products, and the rich elite Indian, who loves extravagant exhibitionism, has no hesitation in celebrating fashion in this loud expensive manner. Most of the Indian and international designer labels are facing tight competition and are ready to cater to the needs of their esteemed clients. They also exploit the love of Indians towards Bollywood and Hollywood by creating replica wardrobe of the film stars. Who would not want to show-off the same or slightly-different-otherwise-similar saree that Priyanka Chopra or Deepika Padukone wore in any of the parties? For the rich, it is a matter worthy of high attention because most of the designer products are unique and one of a kind. The excessive love for designer labels is not only visible in major urban metros of India but also in many small towns which have a bevy of rich industrialists, NRIs and other professionals. Apart from the design or the craftsmanship of the brand, it is the feeling of being superior to others which makes a brand what it is. Of late, the trend indicates that there is no gender barrier as men are also becoming more conscious of their look and style. Even though the fake versions of the designer brands are available in most of the flea markets of big cities, people who love brands and designers are always ready to shell out more for the original piece, so that they can get more ‘self-worth’ and respect in the highly-polished society. But before indulging in the luxurious retail therapy of designer labels, it would be good for the Indian consumers to introspect whether luxury brands can bring such intangible and immaterial aspects like happiness, respect or confidence, for a long period of time.
