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Teenagers Buying Brand Names Are Extravagant Marketing Essay

Paper Type: Free Essay Subject: Marketing
Wordcount: 1895 words Published: 1st Jan 2015

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We are also teenagers. We appreciate what is well-made, beautiful, classy and nice. However, we tend to disagree with the growing tendency of teenagers to be fanatically obsessed with brand-name goods. The reason we chose teenagers who spend extravagantly on brand-names to be our social issue of this topic is because there are too many teenagers purchasing brand-names goods. We believe that, although this problem is in its embryo stage, it is one which will adversely affect the society and teenagers themselves in the future.

Luxury brand is a brand name good that is sold on the open market. Most luxury brands are very expensive and the consumer most pays for name recognition and not product quality.

Most teenagers have illusions that luxury brands are made with high quality or the best materials, high reliability and are a symbol of wealth they also feel that this will display or change their self-image, therefore, part of the teenagers love of luxury brand products. But some teenagers will only buy these because they are what are popular and the people they like have it.

We aim to show that teenagers are addicted to brand name goods and that the society is currently not doing enough to curb this trend. We believe that measures can and should be taken to control this extravagance, beginning with the home, through parents, the schools, through teachers, and social services, through counselors and advisers.

We are going to present this social issue by very lively, truly and give sample examples with a sense of humor.


The social issue of teenagers and brand-names

Why is it a social issue?

A luxury brand is a brand name good that is sold on the open market. Most luxury brands are very expensive and the consumer pays mostly for name recognition, taking for granted that the name guarantees product quality.

Most teenagers have illusions that luxury brands are made of materials with the highest quality or the best craftsmanship. They assume that these products are of high reliability and, consequently, are a symbol of wealth. They also feel that these goods can change or improve their self-image and, therefore, inadvertently become a necessary part of the teenagers’ concept of a good life. The desire for luxury brand products increases. Other teenagers, however, will only buy these because they are popular and the people they like or admire have them. This is the bandwagon tendency.

Why are people concerned about this problem?

A survey released found that nearly 70 percent of Hong Kong teenagers are victims of this brand-crazy tendency. We are also students, still at school, and we know that our earning capacity is limited. Our parents are still our main source of income and they provide us with our daily pocket money. Some teenagers do not value this parental support and will even borrow money from their friends or do things that are illegal things to be able to afford to buy luxury brands. Sadly, some females will even sell themselves for money just so they can buy luxury brands likes LV, Gucci, Prada, Fendi, to name but a few.

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We should study more instead of wasting our money by buying luxury brands. Our personal values should centre on courage, progressiveness, hard-work, intelligence, and active thinking. This can provide us with a greater development potential. On the contrary, if a student can only rely on external brands, mistakenly thinking that these support their own “values” and “status,” then it proves that students have no confidence and have low self-esteem, caring only about outside appearances. The material life is a mirror which can reflect on our attitude. We hope to present this social issue using examples with a sense of humor.


Analysis of this issue

Our own ideas about this issue?

At the very beginning, the branding effect gave youngsters a concept that brand-name products were good and superior. Additionally, most adults like to use these brands to display their social status to others. Sometimes, it begins with simple acts of gift-giving, especially when the gift is given to impress someone. The giver knows he has made a good impression, and the receiver is more than flattered that someone was willing to spend so much for a gift. However, this sets a bad example for children to follow. Children then begin to see that certain gifts are worth more than others, that some draw more smiles and exclamations, while the rest are simply stuffed into the bin. Brand-names do not only belong to fashion and accessories. Toys can also be brand-name goods in a children’s world. Nothing less than a Nintendo, a Sony PSP or an Apple will do. Children boast to their friends about their possessions. As time goes by, a bad precedent is set and more and more young children will begin to think that they must also have name brand goods to be respected in society. Among teenagers, peer pressure can also push some weak-minded youngsters to follow this trend. They begin to think that their acceptance into a group is solely dependent on whether they have the same name brand schoolbag, sports shoes or mobile phone.

What does the related information that we have researched tell us about this issues?

Upon interviewing some teenagers, we found that twenty percent of them said there was no need to purchase brand-name goods. Another twenty percent said that they would need a sufficient economic capability to purchase brand-name goods. However, the remaining sixty percent of the teenagers we interviewed said that they would purchase brand name goods to just fit in with the rest of their peers.

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While young people may think they are defined by purchasing a famous name brand that a movie star has, they really are not. They are susceptible to peer pressure because they want to fit into a group, do not want to be excluded, or do not want to be outdated, so one after another they go and buy same brand goods. It becomes posh to be the trend-setter in the group, the one whom everyone else follows. As in a pack of wolves, this makes the trend-setter the alpha male or female.


Another two percent said the blind pursuit of the fashion and preferences of famous people is due to the influence of pop idols, and was also affected by magazine advertising showing that the media has a very big impact on youngsters today as well. When stars appear on television, they almost always sport the latest fashion styles and, as a courtesy to their designers, even broadcast the designer’s name. This implants the brand name into the teenager’s mind who thinks that since his idol was wearing it, he should also.

Teenagers also fall into the trap of wanting to impress girlfriends or boyfriends. They either demand or give expensive presents as a proof of love. Novels written for teenagers such as Diary of a Shopaholic, or movies like Mean Girls, may unnecessarily influence teenage impressions and self-perception. Television series like sixteen, which focuses on the extravagant birthday bashes thrown by multi-millionaire parents for their sixteen-year-olds, may also create false images of the real world for highly impressionable teens and create unreasonable desires within them.

The Chinese culture also fuels this insatiable need for brand-name goods through the practice of giving lucky money and pocket money to children, teens and unmarried adults during the celebration of the Lunar New Year. On the average, a Chinese teen could receive as much as five to ten thousand pataca in “lai si ” per year, within one festive season. If the teenager is given a free rein on his own finances, the temptation of going on a shopping spree is very great, given that teenagers have not yet developed a mature sense of responsibility for their own affairs. With the abundance of vices and gambling opportunities, the danger of irresponsible spending is exponentially increased.

This is where we believe parents should come into the picture. Parents should constantly guide their children’s decision-making processes. This does not, however, mean that they make the decisions for them. Especially among teenagers, a parent’s or adult’s advice can prove to be invaluable. If parents or responsible adults can take control of their teenager’s finances, then financial discipline could be more easily maintained. The educational institutions can also help by including these issues in their moral education curriculum.



From childhood, teenagers need to be educated in the value of money and in the importance of spending it wisely. They should be guided in their decisions and should be constantly reminded about being responsible and self-reliant. Before they buy something, they need to think whether it is necessary and whether it is worth the price. If teenagers are thus educated, the cycle will continue into the future generations and, hopefully, the obsession with brand-name goods will end.


We think that young people should be properly guided so that they can establish the correct value of life. They are the future of our society and we must take the time to develop them.

If the young people only learn to respect people who have luxury brands but don’t respect those that don’t, then society is in very big trouble. This can lead to people being judged not on their performance at work or life but on what brand name clothes they wear. We must only measure people by what they do, how they act, and how they contribute to the welfare of other members in the society.

We can already see that this obsession with brand-name goods is overpowering our youngsters now and if this trend continues we will be slaves to these luxury brand name goods. Once this happens the fast decline of our society will start. What will it say about us when we judge the person coming to an interview not by what school they went to or on how good their grades were but on what brand name their suit is and what name brand watch they wear or even what name brand handbag they are carrying. Once this happens, our society will no longer have compassion or caring for the people that have less than us. Will no one care about the homeless because they cannot buy name brand shoes?


Once our community starts to focus only on name brand goods, this will have an adverse effect on young people so we need to be alert. Parents should pay attention to their children and teach them how to use their pocket money so that their children do not become blind in the pursuit of brand-name goods. Parents can also set an example and cultivate the habit of savings. The schools can also enhance media education and encourage students to analyze the contents of advertisements and advertising promotions. In addition, the media could report more numbers of pop stars that participate in social services that help the disadvantaged. Young people themselves should also learn to establish their own position and not blindly follow the trend, to develop independent thinking and a critical spirit.



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