The impact of prestigious brands on the consumer\u27s self-esteem

Dandanes je trg oblačil nasičen z mnogimi tržnimi znamkami, tako s tistimi z bolj dostopnimi cenami kot tudi s prestižnimi znamkami, za katere je potrebno odšteti kar precej denarja. Da lahko govorimo o prestižnih tržnih znamkah, moramo najprej opredeliti sam pojem prestižnosti, ki je lahko razumljen na več načinov. Kar je za določenega posameznika prestižen in nedosegljiv izdelek, je za nekoga drugega lahko nekaj povsem vsakdanjega. V diplomskem delu sem se osredotočila na to, ali prestižne tržne znamke vplivajo na samopodobo potrošnika. Ciljala sem predvsem na mlade potrošnike, saj so le-ti najbolj podvrženi vplivom neposrednega okolja in medijev, ki jim neprestano narekujejo, kako morajo izgledati in kako se morajo obnašati. Poleg tega pa me je zanimalo še, ali mladi kupujejo prestižne tržne znamke oblačil zaradi njihove boljše kakovosti. Večji delež anketirancev je to trditev potrdil, treba pa je tudi omeniti, da večina vprašanih ne kupuje prestižnih tržnih znamk zato, da bi se počutila vredne več od ostalih ljudi.Nowadays the clothing market is saturated with many brands, ranging from more affordable ones to prestige, more expensive brands. Before discussing prestige brands, we first need to define the concept of prestige which can be understood in many ways. For some, the same product may seem unattainable and prestigious while for others it represents something ordinary. In my thesis I focused on the influence of brands on self-esteem. My aim was directed towards young consumers because they are constantly under the influence of their surroundings and media that tells them to act and look in a certain way. I was also interested in finding out if young people buy prestigious brands because of their quality and most of the interviewees affirmed. The survey also showed that most interviewees do not buy prestigious brands to make them feel more worthy