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A brand new fad

Photo: S.S. Kumar

Hairy tales Regular styling of tresses is part of the lifestyle

Not in the very distant past, international brands like Flying Machine and Reebok were alien to the city. But with changing times and the locals learning the art of moving with the pace, branded stores mushroomed almost overnight recognizing the constantly growing potential of the local market. Youngistan seems to be the target for all these brands.

The affluent sections that had little choice favoured companies like Bata, Raymonds and Titan. The IT boom resulting in an enhanced buying capacity gave young software professionals the option of a pair of Wrangler Jean or Adidas shoes. Women do not think twice before spending a fortune on designer saris and latest designs of jewellery. The bottom line is to remain in the race at all costs.

Celebrities from film industry and sports arena serve as inspiration for youngsters who go all out to ape their icons. Attractive ads with delightful jingles stoke the passion of the Gen Next to flaunt a ‘cool’ image by embracing these brands. From the watch they wear to the mobile they carry, everything must be branded. Corporate players are leaving no stone unturned to cash in on the craze.

Hair styling today is as important as fulfilling the daily chores. The decision of Habeeb’s, a chain of hair-cutting salons to set up shop in the city took many by surprise. But the steady stream of customers at his air-conditioned salon speaks volumes about the growing level of consciousness. Teenagers swarming Coffee Day on the Bandar Road, just to be a part of the buzzing crowd, sneer at the elders trying to counsel them against being spendthrift.

The affordability factor is no more a debate. “It’s a personal choice”, says V. Jogu Prasad, a socialite and a dealer of brands like Titan and Tanishq in the city. “Nobody patronizes a brand blindly. People don’t mind paying more if they get the comfort factor”, she says. This may not be the case always. “In our college, many look at our standing going by what we wear. So, we wear brands even if we don’t really like them always,” says Ravi teja, an engineering student. Not everyone can afford to buy expensive branded clothes.

Many parents complain of huge pocket money demanded by their children. “My son wanted a gift worth Rs. 97,000 for his birthday. When I told him I cannot afford it, he began sulking,” complains Lakshmi, a mother of two.

While the fad for brands spread, the bottom line that emerges says it’s ok to be brand conscious as long as one can afford it.

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