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Blame pretentious buyers for DaVinci fake furniture
By Jiefang Daily |
July 19, 2011, Tuesday
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Print Edition
Print Edition
DUE to the persistent media firestorm, public scrutiny and official inquiry into the widening DaVinci scandal, in which the company was found to sell inferior homemade furniture labeled "Made in Italy," the unscrupulous business and slack quality watchdog have been roundly criticized.
But it will be inadequate if our reflection stops at only criticism of a few bad apples.
The success of DaVinci's marketing hoax would not be possible were it not for the fact that tens of thousands flocked to buy its products.
DaVinci is not an established brand. But its pricing scheme astutely pandered to the mentality of some consumers, who may not be able to appreciate luxury culture but believe that spending big bucks on expensive items flatters their vanity.
Some people's insecurity can only be relieved by showing off status symbols of conspicuous consumption, whether they are haute couture, posh cars or stately mansions.
Therefore, it's premature for us to celebrate the downfall of a single DaVinci, for there could be many of them out there. And as long as our purchasing pattern is dominated by vanity and flamboyance, we will continue to fall for cheap mimicry clad in luxury packaging.
But it will be inadequate if our reflection stops at only criticism of a few bad apples.
The success of DaVinci's marketing hoax would not be possible were it not for the fact that tens of thousands flocked to buy its products.
DaVinci is not an established brand. But its pricing scheme astutely pandered to the mentality of some consumers, who may not be able to appreciate luxury culture but believe that spending big bucks on expensive items flatters their vanity.
Some people's insecurity can only be relieved by showing off status symbols of conspicuous consumption, whether they are haute couture, posh cars or stately mansions.
Therefore, it's premature for us to celebrate the downfall of a single DaVinci, for there could be many of them out there. And as long as our purchasing pattern is dominated by vanity and flamboyance, we will continue to fall for cheap mimicry clad in luxury packaging.
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