Session 3 was a lot to take in. The entire session was mainly about future brands. We discussed about Primark new strategy on sustainability and we agreed that it was not all that convincing. We compared it to another company called Urban Upholstery which repairs and recondition used and worn out furnitures. Both companies practices upcycling. But how they presented it, is totally different. Primark practices on the philosophy of consumerism and how to make more money out of old and worn out apparels while Urban Upholstery focused on the technique and emotional value of reconditioning the old furniture to its former glory. I think it was that core value from Urban Upholstery that made us agreed that it was a more successful approach to sustainability but then again it is just our opinion at that time.
What issues might be connected to the manufacture purchase of fake designer items?
There were know definite answer to this question during the session but my answer is that it could be primarily on an economical level. It is simple, if you can’t afford it and really want it, you’ll go to the next best alternative; fake goods. But if it were me personally, I wouldn’t. I would just save my money and buy it some other time. Nontheless, the group had a different perspective on this issue. Some commented about it being a personal reason such as refraining themselves from buying leather goods which makes them sought after fake goods which usually don’t use authentic leather. Another reason that was discussed is that since its fake, maintaining it would not be a problem. A few nicks and wears, banging it against a wall, dropping it down on the floor, getting dirt on it. It would be okay just buy a new one since its cheap.
“…what would happen if everyone suddenly started wearing fake Rolexes- the pleasure of wearing a real one would diminish.” -Liz Moor’s The Rise Of Brands, pg.106
In a way, I agree with what Moor is saying. I think the reason of owning an authentic item is the emotional value you have with it. You earned it. The experience of earning it gives the branded item a more complicated history than simply buying a cheap knockoff. And not only that, the appreciation of its workmanship, its design, it is I think the core value of owning finely crafted item. If its fake counterpart rises with its affordable advantage it would not be mistaken that something had been compromised during the production of the product. And since if owning a fake item becomes the new norm, the original item would than lose its recognition as a symbol of appreciation and that would just tarnish the entire brand absolutely.
This leads to the next discussion on ‘Immaterial Labour’- a form of labor that do not produce, physical,tangible products but instead characterized by the production of information, emotion or cultural products. In my opinion, customer service. Fordism uses the this method of labour that form a great balance between production and consumption like Ying and Yang. It was with Fordism that shaped our society as who we are today, a Post-Fordism Society. A society that rely on information, knowledge and branding.
Tom Peters from The Brand Called You said that we are all a brand. We do not belong to any company and our chief affiliation isn’t a particular “function.” Good news, everyone has a chance to stand out. We have the chance to learn and improved our skills, Everyone has a brand worthy mark.