Consumerism And The Surge of Luxury Brands In Greece -- A Thing Of The Past?

 Attending various to-do's, bashes, and even official occasions in Greece, I noticed that all (within experimental limits of error) of the indigenous population always sported at least one piece of garment from a luxury brand.

I wondered at this near-religious propensity...

Many fast-moving mass consumption products here -- but there's also Rolls et alia. You get the drift.

I put aside the obvious reasons: upmarket branded apparel & accessories are well made; more often than not they are original, look good, and are always very -- or outrageously -- expensive. That is to say, one can easily acquire other items that do the same job for much less -- minus the logo, of course.

So, I focused on the logo.
In and of itself, the logo alone did not furnish sufficient explanation for the "rite of the brand". Humongous sales at every social nook & cranny: I was assured that a few years ago, every woman, girl, and her aunt, had a DK or two in her wardrobe, including those living in the remotest villages in Crete.

Could it be a matter of taste -- but then again that point of view did not wash; Not only is it a fact that contemporary Greeks are far from being stalwart proponents of elegance and refinement, it is also a fact that the fastidious choice in stentorianbranded excellence did not extend to other items and habits including, at times, personal hygiene.

And then I hit upon it -- or a friend did and I followed.
He said, people buy XYZ because they they do not like who they are and wish to be like someone else. That someone is wearing a BurbXYZ coat; ergo, by donning one of same, I become identical to said someone.

Existential problem, solved.

This viewpoint not only adequately explains the phenomenon, it also provides invaluable insight into contemporary Greek psyche. "With a label I am someone to be reckoned with; without it, I am just myself, i.e. no-one."

Viewed thus, the erstwhile hordes of buyers outside the Burberry's etc outlets make sense. From a personal point of view, it is a confirmation of oneself, asserting one's existence and success; from a social point of view, one asserts oneself and confirms being part of the exalted circles of Burberry owners, thereby dispensing the need to learn manners,how to eat, or how to welcome a guest at one's home -- indeed, how to decorate one's home to receive guests.
And, from a financial point of view, simply buying a Hermes scarf beats going to finishing school: it is much cheaper, faster, and it keeps out the cold.

A bargain!

So, I do not think the importance of luxury brands has fallen in Greece; it is only the money that makes the difference.