How and why do people who aren’t actually well off pay for this stuff?

[Watersunscream]

If I told you our income I would be told we are in the top percent of earners etc but I honestly couldn’t actually justify or financially manage these sorts of purchases.

Has anyone heard of the essentials brand? Literally hundreds for a tracksuit. I think another is Bergen? Expensive t shirts. Then there’s the usual like Fred Perry etc.

Obviously I know lots of wealthy people buy these things too but it’s mostly people from low income backgrounds. How do I know this? Because people I work with who live in deprived areas and not paid much are forever talking about these things! They actually buy the stuff for holidays or as gifts at Christmas etc. Is this a misguided attempt to gain status? An insecurity thing? I find it really bizarre, it wouldn’t ever cross my mind to spend this.

Because certain brands, which change over time, build social capital and command respect from peers. Not wearing the ‘uniform’ of the time leaves people feeling marginalized and not part of the collective, and risks that they might be seen as being poor (which may be true but they don’t want to be seen that way). If you’re not in this subculture and already have social capital, these things wouldn’t be so important to you and you’d be happy to walk around in Tu.

Its status. Some people think that wearing labels makes them look rich. But it doesn’t. Look at families who dress their small children in Burberry, Dior, Gucci etc. They aren’t fooling anyone.

When you don’t have much, you can’t afford holidays or fancy houses. You buy relatively cheaper things for the dopamine hit. Not cheap for what it is but £100 for a top is cheaper than £1000 for a holiday and is affordable more instantly. It also gives status to have expensive things.

I work with people and many are struggling for money (a vast majority aren’t too) and they are often in branded clothes. One told me he’d never let his kids wear anything other than XYZ brand. It’s not something I personally care about and wouldn’t spend that much on clothes just because of their brand. My kids’ clothes are often from Vinted and I don’t care what brand. I am far from the top % of earners!

Yes, would love a job like this! What is it?

Different people have different passions and priorities. I buy clothes, things for our house and garden and drive a mediocre car but would always prioritise having a foreign holiday each year over the other things. If designer clothes makes a person happy then that's what matters. I couldn't get worked up about what other people spend their money on as long as they have obtained their funds legally and it is not at the detriment of their family going without things.

It’s surely not that hard to comprehend that people have different tastes and like to spend money on different things. It’s not a case of ‘fooling’ anyone as a delightful poster wrote up thread. People just have different tastes and often buy things their peers are buying.

Brands like Boden have a certain demographic, their clothes aren’t particularly great value for money in terms of quality, nor are they cutting edge fashion, but people seem to like it and want to spend money on it.

You have posted about your issues with this before I think? I remember the comment about Essentials tracksuits.

Why do you care about what other people spend their money on?

Boot Fair items etc etc

They can't afford a 4 bed detached house but they can afford a nice treat of expensive clothing

I find it hard to understand. People are supposedly “poor” but they always afford to have their nails done, hair extensions or expensive clothes but want someone else to pay for their kid’s school trip

I know this is true but I can't understand it. Don't have a car, hate nails and shopping...

Yes, I can see my answer was narrow, but what is it about the motivation to make those purchases that you don't understand? I know someone who has very expensive holidays. They earn less than we do. We holiday very cheaply, but I'm able to understand their choice. It's just different priorities.

Fred Perry is for chavs. I used to wear it when I was 15 😂

Mil is on a low income and owns a lot of designer clothes, all of it is second hand. The people who buy it new I suspect don't see the point in saving their money. It's not ever going to be enough for a house or a flashy car, but an expensive track suit is achievable. It makes them feel like / project that they have achieved something

I did my dissertation on this! After 15 years my moment has finally come 🤣🤣🤣

Research in consumer behaviour essentially shows those from lower socio economic backgrounds have stronger brand loyalty. Brands serve as symbols of status, aspiration, and self-identity, enabling consumers to communicate social standing or affiliation through what they wear. Also luxury brands reduce perceived financial risk by offering familiarity and a sense of reliable quality, making them attractive when disposable income is limited. Also leads into what @BeingATwatItsABingThing said, though I didn't go into dopamine in my research. It all ties together.

Purchases are often planned over time by reducing spending in other areas, or using credit and buy-now-pay-later services. The social value attached to owning high value brands can outweigh the financial sacrifice, particularly where appearance and social acceptance are highly valued. Consequently, premium branded items may be viewed as long-term investments in identity and status rather than purely functional purchases.

Tadaaa!!

This is not new. In the 90's it was Burberry for the council estate benefits brigade and now it is other high end labels. Have you been living under a rock all these years?

People who are obviously rich (large house in the country, London flat, kids at private school) don’t need to dress in expensive or branded clothes the show they are rich. It’s obvious from every aspect of their life.

the people who think wearing designer stuff with brands all over it are important are generally people who are not rich (and therefore don’t have/can’t afford a big house or an expensive car) but can afford to dress in expensive clothes.

This.

A few years ago we moved about 5 miles, from a deprived area to a reasonably weathy one. There were far more £50k cars parked on the street where we used to live.

We are objectively quite wealthy and I have quite a high income (I earn about 150k and my OH used to earn more but he’s quit work to spend time with the kids). We have bought loads of kids stuff second hand and always makes me smile that when we go and collect these things (that we’ve bought on market place) from people who have bought them new and yet their houses are worth a fraction of what ours is worth. They’ve always got much newer cars than us too 🤷‍♀️

Different strokes for different folks as they say.

Ah Mumsnet.
OP: How can people afford these expensive things?
Poster 1: Some people earn more money than you. HTH.
OP: But I know these people don't have much.
Poster 2: You just don't want poor people to have nice things.
OP regrets she ever asked.

My son has some essentials joggers - they were £15-20 in TK Max. He didn’t know who they were but liked the and was shocked when he googled their full price.

Fair chance a lot of it is debt or they work a second job to pay for luxuries. Comparison is the thief of joy

It doesn’t sound like that at all.

Oh so it's ok for you in your top earner bracket but the peasants can't have nice things.
I was a sp when my dc were younger and my youngest only wanted "the best" same as his pals. You know what I had to do? Work bloody hard to pay for them as I didn't want him to feel less -than, his 2 parent peers

Your smugness is not becoming.