When you venture out into the world to purchase a new bedroom set, or perhaps something fresh to wear, what is it that drives you to the retailers whose very names conjure up a certain style? Some would argue that we have developed a culture of conformance, where cool is in and if you aren't, well then, you are out. Another school of thought would argue that today's mass consumerism is an example of capitalism at its best. Whichever theory is motivating today's consumers, what can not be argued is that mass marketers have used it to their advantage.
In "On Sale at Old Navy: Cool Clothes for Identical Zombies" (Cave), Damien Cave presents his position that mass market retailers are using marketing strategies that portray the image and concept of "cool" to woo the American consumer. He uses the examples of Old Navy and IKEA to illustrate several different strategies employed by these marketers to appeal to the masses. Mr. Cave's argument centers on the idea that consumers are being scammed into believing that the mass conformity these retailers are striving to create is the essence of cool. He quotes Naomi Klein, author of "No Logo", who argues that "stores like Old Navy and IKEA are duping millions, inspiring mass conformity while pretending to deliver high culture to the masses." Cave also quotes John Seabrook, who argues that "the homogenized taste of today's Old Navy and IKEA shoppers proves that Americans either are consciously choosing to look and live alike or are determined not to notice that is what they're doing." The author also points out that according to Christine Rosen this trend has been going on for a while and first appeared in the 1910's. The article continues on to point out some of the whys of this trend including the concept put forth by Packard Jennings that the American consumer is basically lazy. The one stop shopping convenience, enhanced by store layouts and the attempts to commoditize the products, take choice and thought out of the equation, making it easier for the shopper to mass-consume. His final argument is perhaps the most convincing. Cave suggests that retailers attempt to elevate shopping to the same status as a cultural experience by creating retail store environments that resemble theme parks and that this "new cultural experience" comes at the expense of true culture, conversation and human interaction.
Damien Cave leans heavily on the opinion and research of sources with proven anti-consumerism credentials. This is to be expected, as his viewpoint and intentions for this piece are clear. He effectively presents his case that the business strategies of the high-power, brand marketers have some potentially negative social consequences. There are two perspectives that he either did not present, or touched on very lightly. The first is the viewpoint of John & Jane Q. Public - the actual consumer. Are they being swayed by marketing or capitalism? Are they purchasing with their image or their pocketbook as their primary motivation? The second viewpoint that Cave did not address was that of an advocate of the "Commerce lifts all economic boats" school of thought. Professor Reichart (Fordham) did offer one point addressing the availability of quality, cheap "stuff," but this is balanced out by a later comment that the retail environment in question promotes "over-consumption". Curiously, this piece was written eight years ago, which coincides with the first crest of the internet/e-commerce wave. This article was initially published in an on-line forum (salon.com). It would have been highly relevant to address the growing phenomenon of the e-tailer as a lifestyle source. Given the growth of that aspect of consumerism over the past eight years, it would have demonstrated significant foresight.
Mr. Cave puts forth a convincing argument that image is what motivates the consumer. There is other evidence to support this perspective, for example the luxury goods market where consumers will readily overpay for a prestigious logo or symbol. It could be argued that retailers like Old Navy or IKEA do in fact have a logo. It is just expressed through "the look" rather then an actual symbol. In the end each consumer chooses their own definition of cool. To some it is to conform, to some to stand out and yet to a few more to save a few pennies. Marketers will continue to strive to define our image of "cool." Everyday these marketers are presented with newer, faster, and "cooler" mechanisms to deliver their messages. Isn't all of this is made possible by America's unique brand of capitalism?
Cave, Damien. "On Sale at Old Navy: Cool Clothes for Identical Zombies." Goshgarian, Gary. What Matters in America. New York: Pearson Longman, 2007. 25-29.
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