In this blog post, we’ll examine the relationship between luxury consumption and identity, and reflect on what true self-identity is—beyond the gaze of others.
For several years now, there has been a steady number of people in South Korea seeking out luxury goods. In the past, the luxury market grew rapidly, leading to a significant increase in consumption, and even today, South Korea is regarded as one of the world’s largest luxury markets. Consequently, global luxury brands such as Chanel and Louis Vuitton are actively expanding their operations, and interest in luxury goods continues to grow. However, where there is light, there is also shadow. As the luxury market grows, counterfeit goods are constantly circulating. The variety is vast, ranging from fake luxury bags and watches to counterfeit cosmetics and various other products. People are often deceived by these counterfeits, paying the price of an authentic item only to realize they’ve been scammed too late. So how do people react? Most will be furious upon discovering they’ve been scammed and vow never to be fooled again. Yet, counterfeit scams continue to occur to this day. So why do consumers crave luxury goods even while knowing they might be deceived?
There are likely many reasons why people seek out luxury goods. First, some view them as an investment. Since certain limited-edition or highly scarce items may increase in value over time, some people approach them from an investment perspective. However, I believe the biggest reason is that owning a rare and expensive item gives them the feeling that their social status has risen, and in the process, they feel a unique “identity” that sets them apart from others. It’s as if they believe that because they possess an “item of high caliber,” their “own status” has also risen. In fact, many luxury brands actively capitalize on this psychology. They emphasize the image that people who use their products are special, thereby encouraging consumers to engage in conspicuous consumption.
First, identity refers to maintaining a consistent sense of self internally while simultaneously possessing essential characteristics that distinguish one from others. In other words, one’s identity can be seen as what distinguishes oneself from others in the context of social interaction. From this perspective, one might wonder whether people who seek identity through luxury goods are, in fact, forming their own identities. However, since this is essentially not about forming a unique identity of one’s own but rather conforming to the gaze and judgments of others, it is difficult to view this as a process of discovering a true identity.
From this perspective, is the “identity” they seek through luxury goods a lasting one that genuinely stems from within? Can the satisfaction of being different from others be sustained even when others come to own the same luxury items? Of course, for those who simply enjoy luxury goods or follow trends, this may not be a major issue. Purchasing desired items within one’s financial means is also a form of free consumer choice. However, the story is different for those who find their sense of purpose and identity in the fact that they are different from others—or superior to others. This is especially true for those who become obsessed with this idea to the point of excessive spending or even taking on debt to purchase luxury goods; the moment others acquire the same products, that “identity” is likely to be easily shaken. This is because they may come to feel that they are no longer special or superior to others.
So what lies at the end of the “identity” they sought to attain? Isn’t it the reality of driving a luxury car on the surface while actually struggling with excessive loans and credit card debt? Does trying to demonstrate that one is different from or superior to others—even to the point of overspending—truly make one a superior person? It is highly likely that what remains at the end is a sense of emptiness and regret. This is because the act of seeking one’s identity through luxury goods does not truly make one special; rather, it can turn one into someone who merely follows the standards set by others. Ultimately, one may come to realize that they never truly found “their own identity” but were instead bound by the gaze of others, leading to belated regret.
As the proverb goes, “If a sparrow tries to follow a stork, its legs will be torn apart”; excessive spending that doesn’t take one’s income level into account is highly likely to lead to financial strain.
So how can one find their true identity? The answer will vary from person to person. Some may take on new challenges that others do not, while others may grow through consistent self-improvement. Still others may reflect on their lives by experiencing new worlds through travel. However, no answer will include the practice of going into debt to purchase luxury goods in an attempt to appear superior. Of course, how one chooses to spend the money they’ve earned is a matter of personal freedom, and it cannot be restricted within legal bounds. However, attempting to find one’s identity through luxury goods to the point of burdening one’s own life is ultimately no different from trying to buy one’s identity with money; in extreme cases, it is akin to entrusting one’s identity to the gaze of others. Identity is not something that can be bought with money, nor should it ever be.
