Week 3 EOC: How I Buy Stuff

“Self-concept combines the ideal self-image (the way an individual would like to be) and the real self-image (how an individual actually perceives himself or herself).” (MKTG, Lamb, pg. 76)

How many of us flip through magazines on a daily basis? How many of us read online publications, look at images, or view advertisements? All of these images play a role in determining our self-concept. I frequently look at pictures of beautiful air-touched models and wonder just how they do it. Is that makeup really going to turn me into Natalia Vodianova? Is the new Versace going to transform me into Gisele? As ridiculous as it may be, these questions float through my mind on any given shopping excursion. And even more sadly, I base my buying habits on these absurd “what ifs.” Appearance is everything, especially in the fashion industry.

I usually buy “stuff” based on an image that I want to portray. My real self-image takes a step aside when I shop, and my vicious ideal self-image grabs the wheel. These Manolo Mary Janes will definitely turn me into the high-powered fashion editor I have always wanted to be, won’t they? What about that Prada bag, the Chanel suit? ...And the list goes on. I remember a time when I used to buy things solely because they brought enjoyment to my life. Now, I am always striving for that “ideal.” When I shop, it is a constant hunt for that one perfect item that will define my future life. Sure, the Manolos will always tap dance their way through my dreams, but when do I need to rein back the ideal and stick with the real? Maybe the problem isn’t in the designer labels, maybe it is in how I choose to make my buying decisions.