In recent years, China has witnessed the growth of luxury (奢侈品) brands. In this market, Chinese consumers are now the largest spenders. It's clear that a new generation of young, materialistic people is increasingly relying on luxury brands to improve its self-image.
I am a fashionist too, at least in spirit—I love to look at clothes and shoes. But I don't understand why people spend lots of money on designer labels.
When a young woman buys a handbag that costs two months of her salary, that's a scary thing.
What's interesting is that scientists have found that having luxury things doesn't lead to happiness.
Study after study has shown that although we want material things, when we get them we don't suddenly become "happy" people. In fact, a series of studies by Leaf Van Boven at the University of Colorado, US, has shown that individuals who spend money on travel and similar experiences get more pleasure than those who invest it in material things. That's because experiences are more easily combined with a person's identity. If I travel to Yunnan, that adventure affects how I think in the future. My memories become a part of me.
Moreover, as Van Boven has observed, young people who pursue happiness through "things" are liked less by their peers. People prefer those who pursue happiness through experiences.
It's natural to want to express yourself through your appearance. So my advice is: create a look that isn't tied to a designer label. Convey your own message. Take some lessons from the late Apple co-founder Steve Jobs. He was always in Levis jeans and a black turtleneck. Mark Zuckerberg, founder of Facebook, routinely appears in hoodies and sneakers. These people, successful people, have style. You don't have to break the bank to send a message about who you are.
Take a trip. Go out into the world. Then come back and confidently create your own signature look.
