“Shopping is not merely the acquisition of things, it is the buying of identity” Discuss.

“Shopping is not merely the acquisition of things, it is the buying of identity’ (Clammer qtd. in Lewis and Bridger 2001: 130). Discuss this statement with reference to your own examples.”

Question explanation – Basically the question requires details and depth not summary and coherence.

Consumption – Consumers
product – identity

-We’re buying identity
-Consumer culture/express the individuality
-Identity for sale – what does this apply?
-Read links between consumption/identity shopping
-How using sneakers to reflect your value etc…? Who are you? Who you want to be?
-Celebrities/aspirations/ as a commodity
-We don’t sell products!! We’re selling identity
-Confirming identity when we shop
-E.g cosmetics/perfumes/health/fitness