It's Time for the "Aspirational Shopper" Revolution
When you're constantly told that you're not rich enough or stylish enough when do you actually get to enjoy what you have?
Shoppers have grown accustomed to the term 'aspirational' in marketing, almost tuning it out as background noise. However, beneath its benign surface lie implications that undermine both the brand and the individual.
Labeling shoppers as "aspirational," brands suggest that these individuals aspire to be something they are not. Luxury fashion should foster a sense of empowerment, but this term insinuates inadequacy and fosters a sense of dissatisfaction.
Does the owner of a Gucci bag necessarily aspire for Goyard? Does someone who wears a Rolex aspire for a Patek? Is the owner of a Hermes Kelly bag aspiring for a croc Birkin? It feels like we are in a cycle that never ends. When you’re always aspiring, when is there room for appreciation and enjoyment?
When brands pigeonhole shoppers into this category, the rich diversity of their consumer base is overlooked. Not everyone's aspirations revolve around gathering an abundance of material possessions. The truest joy of owning a luxury item is the satisfaction that comes with it. The entire point is that it fulfills a need or craving so that you don’t immediately want more.
At its core, the concept of aspiration extends far beyond materialism. True fulfillment stems from personal growth, meaningful connections, and the pursuit of passions. For those who love fashion, our focus might be on material items, but that doesn’t exclude us from the connections we make with people who have the same passions. By narrowly focusing on such terms, brands overlook the deeper dimensions of human aspiration and alienate consumers who create more meaningful connections through fashion. Any 6-year-old can tell you the value of complimenting another girl's shoes, and we never really grow out of that.
In a world where we are continually told the importance of authenticity, we would all benefit from rethinking our approach to shopping as aspirational customers and trying to find fulfillment and empowerment on our own terms. Satisfaction comes with the confidence of our individual taste and style. Rejecting the concept of 'aspirational' isn't just a choice; it's a declaration of self-worth and authenticity.
I think the focus of brands has also changed. My grandmother’s, mother’s and my early years of shopping designer was focused on quality pieces that last a lifetime and even used by generations to come. Now the emphasis is on trends and branding with in your face logos .
I have a gorgeous vintage Fendi that my daughter recently discovered. I must have inherited it from my mom. Not a logo in site just a beautifully made understated modern shoulder bag that looks new 30-40 years later. For me that is the enjoyment of fashion.
This is a very interesting and meaningful perspective on learning to enjoy to the fullest what we purchase.