(ThyBlackMan.com) A mantra I have heard throughout my life, whether from black or white, rich or poor, states that garments bespeak one’s character and social status. During my journey of trying to understand the never-ending masquerade party in which we live, I found that, in truth, clothes do not make the man. Rather, it just so happens, companies have convinced us that they do.
Multinational cartels, and by this I mean the companies that we depend on for our food, clothing, transportation, health care, and appliances, do not play fair. These companies have the advantage of using marketing departments that employ psychologists, marketing specialists, scientists, engineers, graphic designers and every other profession in the sciences to figure out how to best manipulate our behavior to purchase their products or utilize their services. In 2012, McDonald’s spent $ 1 billion on worldwide advertising, so it should be no surprise that even children in impoverished countries like El Salvador, places where many citizens cannot afford a “Big Mac”, are still familiar with the company’s famous or, depending how you view them, infamous “Golden Arches”.
The marketing tactics corporations use are very aggressive, effective, and profitable. Take a look at the things around your 
home. Everything has a duplicate copy owned by thousands or millions of other customers, yet you, the consumer, still feel some form of exclusivity when purchasing the item.
Billboards, print advertisements, television and radio commercials, commercials on YouTube and Pandora, advertising banners and pop-ups on the Internet, sponsorship of events, product placement in films, free samples, Photo shopped models, celebrity endorsements, and packaging are all tactics to sell the lifestyle associated with the product. Companies create these ideal lifestyles images’ while creating a brand; Ralph Lauren’s empire is a great example. Whether a person can or cannot afford Ralph Lauren’s products, as long as consumers are wearing Ralph Lauren they are socially acceptable and viewed as having some form of wealth.
Ralph Lauren has created an image of sexiness, coolness and stylishness that is intertwined with its clothing. Ralph Lauren’s empire has profited immensely from the populations acceptance of the desired lifestyle that comes with wearing the apparel. The iorny is the majority of the company’s clientele are middle, lower-middle, and lower class citizens who purchase the famous ‘Polo’ shirt, hoodies, t-shirts, socks, hats, colognes, and khakis but not the high end goods worn by models in advertisements and at fashion shows.
http://www.learningfrombigboys.com/2009/07/understanding-your-target-market-polo.html
Marketing tactics have historically been so effective, that consumers still believe that their status in society has increased when purchasing a service or wearing a particular item. The items we are discussing are not assets with the probability of appreciation but items that lose over 50% of value once purchased such as apparel, gadgets and, jewelry.
There is nothing wrong with wearing name brand clothing or purchasing items. However, when one honestly examines the purpose of the purchase, along with the effect it may have on one’s psyche and self-worth, many problems began to arise. For instance, if ones happiness relies on acquisition of items, the result will be discontentment and debt. By wearing a particular brand one feels a sense of superiority over one’s peers. Such delusional thinking is also unhealthy. The unhealthiness lies in the fact that your’ self-worth rests in your ability to purchase particular items. If a situation were to arise where you cannot afford the item, you might use a credit card, incurring unnecessary debt, or you may feel worthless because you are unable to wear the brand which grants status.
Please avoid the marketers trap. What you wear is just clothing; it does not define you as person unless you believe it does.
Staff Writer; Linton Hinds Jr.
Official website; http://Livity.info/
