Nowadays, Vietnamese’s standard of life become higher and more modern. There are many expensive cars on the streets, many villas and advanced apartments are built and especially people dress very luxurious stuff. Of course, not all of Vietnamese have good conditions to chase the famous Brands but according to Brand names’ development in Vietnam, we have to accept that Vietnamese are getting familiar with Brands through each day. So the questions are: What kind of people use Brands, Why are Brands so expensive and How do people use Brands?
Firstly, Brands are for the rich. People who are cultured people have knowledge and high income such as businessman, singers, actors, models, or soccer players… They belong to upper class have strong influence and private lifestyles. Their incomes must be at least five thousands USD per month to allow them to buy Brand stuff. Everyday, we read some kind of news like: soccer player Cong Vinh buys a convertible car or singer Thanh Thao went to shopping in LV store in London etc. Singers like Thanh Thao, Dam Vinh Hung or Hong Nhung are willing to spend thousands dollar for what Brands they love. Man often like some Brands such as: belt, wallet, shoes, sun glasses and cars. In contrast, women love clothes, shoes, handbags or perfume. Some famous Brands had came to Vietnam are Louis Vuitton, Gucci, Calvin Klein, Burberry, D&C, Armani and Versace. For businessman, Porches, Rolls-Royce, BMW, Ferrari or Bentley are the most luxury cars they want for their collections. You have to be heard about Cuong “ dollar “ who has a lamborghini collection in his garage and also a private jet. These are just some typical samples of people who dare to pay 2000$ for a small handbag.
In a general understanding, brands are the product brand name, expensive and produced with a small amount, just to serve a certain class. It will be very wasteful if someone who bought brands but does not understand the intangible value of its brand and not understanding why it is expensive. Everybody supposes that brands are so expensive. It’s absolutely right. If you wear Clarks shoes, you will not feel paint even in the first time or uncomfortable in hot season. On a real Lacoste T-shirt, the teeth of hundreds of crocodile embroidery are as sharp as each other. Similarly, someone told a funny story that on each McDonald bread, you can count 173 sesame seeds. It means the accuracy of their level of perfection is hard to believe.
Brands are expensive totally because of it’s quality. Quality is the first factor that any manufacturers want to reach. For brand, quality represents it’s prestige. Durability of the products is better than a same normal one 5-7 times. Most of them are made of the best materials. Handbag, belt, wallet, shoes, leather jacket are real leather. Materials from Italy, UK are used to design fashionable clothes. Watches from Switzerland are the best and cosmetic or perfume of France is so amazing. Technology is also plays an important role in creating a quality product. Only a tiny wrong, the product will be cut in the machine immediately. So, when you see just a small bad detail on the product, do not buy it, that’s the fake one. If you are convinced to buy a Longines watch with the cheap price 135$ which is very perfect and beautiful at the outside. You were cheated, because it’s easy to buy the same one at Sai Gon square with just 20$ and the real Longines watch at Diamond plaza is cost not less than 1,200$.
Brand value of a product is intangible and it’s hard to formulate the price. No one can answer that how much does Dolce&Gabbana, Versace or Burberry cost. You also can not say why a Rolls-Royce is more expensive than a Toyota although they have the same functionality and using value. The “more-expensive” is the brand value. It can be known as including costs need to build the Brand name. Did you know that, Volkswagen had to spend billions USD to introduce it to people. There are many budgets that producer have to withdrawn to build a brand image, just for one goal- the whole world know about their products. And all the fees are included in the product’s price. That’s why, brands are expensive.
People have many reason to use brand products: to more confident, to prove themselves, for love or because they need stylist clothes and things for communication or performance. Those who use brands most are artists, super stars. Public performance makes they have to impress everyone in a different and creative way, or just to satisfy their interested in brands. One typical sample is Mr. Dam, he never considers how much money to spend for a costume, as long as he likes it. Each time Dam Vinh Hung performs on the stage, the total cost of the costume he’s wearing is about 10,000- 20,000 dollars. He usually went shopping when he had the chance to travel or perform abroad and every time coming back he also carried 6 or 7 suitcases.
Need to look elegant and charming in front of partners, businessman spend money on brands not less than artists. They use brands a visiting – card to introduce themselves, it helps them to communicate with customers, to impress partners their rich and powerful, to build them the best rank, to show that they have the abilities to work and make high profit, and reach to the better standard of life.
Last but not least, even though you love brands or own brands, you have to keep in mind that: value of one luxurious thing does not express the real value of a person. You are charming because of what you’ve got inside.
Trần mai phương
deadline: Jan 17th 2010