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Mon, March 27, 2023 | 16:01
Page0
Vanity conquers all
명품 백은 나의 자존심
Posted : 2013-01-29 18:58
Updated : 2013-01-29 18:58
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A woman holding a designer handbag crosses a street in this undated file photo. Many Korean female consumers crave designer bags with the belief that the high-end accessories, fake or genuine, make them appear richer than they actually are.                                                                         / Korea Times

A woman holding a designer handbag crosses a street in this undated file photo. Many Korean female consumers crave designer bags with the belief that the high-end accessories, fake or genuine, make them appear richer than they actually are. / Korea Times





By Jun Ji-hye, Baek Byung-yeul, Rachel Lee
A woman holding a designer handbag crosses a street in this undated file photo. Many Korean female consumers crave designer bags with the belief that the high-end accessories, fake or genuine, make them appear richer than they actually are.                                                                         / Korea Times


Many Korean women have red hot love affairs with designer label handbags. Regardless of their income levels, they crave high-end luxury bags in order to satisfy their obsessive vanity and make a social statement.


Sensitive about how they appear to others, they want to decorate themselves with expensive accessories. The mocking moniker of "three second bag" for Louis Vuitton, one of the most popular designer bags here, reflects the fixation for luxury bags ― it's called a "three-second bag" because it can be seen every three seconds on the streets of Seoul.
A woman holding a designer handbag crosses a street in this undated file photo. Many Korean female consumers crave designer bags with the belief that the high-end accessories, fake or genuine, make them appear richer than they actually are.                                                                         / Korea Times
The women are defined by what they carry on their shoulders.

Jun, a 27-year-old freelance teacher, is obsessed with buying designer bags in a belief that having one will make her appear to be special or different from others.

"I think accessories best represent who I am and bags are a fashion item that expresses my personality," Jun said. "Sometimes I just forget how many bags I have in total. I just buy them whenever I feel like it without worrying about my financial situation."
A woman holding a designer handbag crosses a street in this undated file photo. Many Korean female consumers crave designer bags with the belief that the high-end accessories, fake or genuine, make them appear richer than they actually are.                                                                         / Korea Times
She has accumulated around 90 bags over the past six years, including some given from ex-boyfriends and her parents as birthday gifts.

"I have always been very straightforward with my previous boyfriends. When they ask me what I want for my birthday, I say ‘a designer bag' without any hesitation. I know it is expensive, but I would never date guys who cannot afford to get me these bags. End of story," she said.
A woman holding a designer handbag crosses a street in this undated file photo. Many Korean female consumers crave designer bags with the belief that the high-end accessories, fake or genuine, make them appear richer than they actually are.                                                                         / Korea Times
Jun has 10 Hermes Birkin, 20 Bottega Veneta and 30 Chanel bags, each of which costs at least 8 million won or over. She got some of them when she went on a trip to European countries and Hong Kong.

"I travel a lot, at least twice a year. I mostly visit European countries because I can find many exclusive limited editions there at lower prices. I don't care much about money anyway," she said.

Stupid but can't help it

People on low incomes also can't resist the temptation to buy designer bags to burnish their image, even if it means spending more than their monthly salary and having to take out loans.

Kim Jin-sook, a 31-year-old office worker, earns about 1.5 million won ($1,400) per month, but half of her salary goes toward saving to buy a new designer bag. She hardly eats out or enjoys other leisure activities.

"The price of a women's designer bag starts at 2 million won, which seems a bit too much when I think about how much I earn. But to be honest, it is the only joy in my life ― it has always been and always will be," Kim said.

Kim started saving money when she turned 18. This was when she first got to know about many different international fashion brands from her friends.

"My high school friends in my class had at least two Louis Vuitton or Gucci bags. So I always envied those from wealthy families because my family was going through financial difficulties at that time. So I decided to save money and buy bags by myself," Kim said.

She said the number of handbags they own is a kind of competition among her friends. "Whenever I meet my friends, I try to carry and show off a new one every time. I know it's stupid but I just can't help it. And all the women will know what I am talking about," Kim added.

Many female consumers say they want to have luxury bags because they believe the bags will make them appear richer than they actually are.

Yoo Ga-young (alias), a 28-year-old factory worker in Ansan, earns 1.5 million won ($1,400) per month, which is comparatively lower than white-collar workers' monthly salary.

Yoo says she doesn't want other people to know about her income level, so buys designer bags to look like "rich."

"I always try to save money. I don't eat expensive food. I don't drink coffee either. When I am home, I even don't turn on the light and the boiler to save money," she said. "I am doing this is because I have to make monthly payments for the designer bags I bought with credit cards."

She said she buys designer bags because people tend to judge other people's social status according to the brands of handbags or clothes they hold and wear.

"If somebody has a Chanel bag, people will immediately notice that she is rich. It is like women's pride. That is why people, including me, cling to such bags and clothes," she said.

Male victims of craze for designer bags

Choi Joon-seok, a 29-year-old salesman in Seoul, has a sad memory regarding a designer bag. Referring to this experience, he calls himself a "victim of a sophisticated fraud."

Two years ago he was dating his girlfriend who was then a university student and five years younger than him.

"I just fell in love with her although it hadn't been long since I started dating her. I wanted to do everything to make her happy," he said.

He said the girlfriend's birthday fell just a month after they started dating.

"Ahead of her birthday, I asked her what she wanted me to buy for her birthday present. I was ready to buy her anything that she wanted," Choi said.

"At first, she just smiled and said she didn't need any gift, which made her appear to be even lovelier. I kept asking her what she needed, and finally she answered: a bag made by Mulberry."

He just jumped to the department store to buy her such a bag.

"I had to buy it through a six-month credit card installment plan because it cost as much as my monthly salary. When I thought about her happy face, money was no problem at all," he said.

But, as soon she received the gift, his girlfriend disappeared without a trace.

"I couldn't understand why that happened to me. I tried to phone and text her a million times. I even went to her house and school and waited for her. But, all those things were useless," he said.

He said he realized soon that she approached him for the purpose of getting a bag because he was earning money, while she was just a student.

"When I realized that all of her words of love were lies, it was all a letdown. Even after breaking up with her, I had to keep paying off the monthly installments, which made me feel so stupid," he added.

Immature society

Chungang University sociology professor Shin Kwang-yeong pointed out that the abundant self-glorification and narcissism apparent in Korean society is a clear example of how immature the society we live in currently is.

The professor said many female Korean consumers showcase "The Veblen Effect," which refers to the phenomenon that the higher the cost of an item is, the more people want to buy it.

"Koreans are very sensitive to praise from others. In a sense, it is good because it makes people behave well toward others, but it can also be problematic because it can arouse ostentation," said Shin.

He said such conspicuous, blind and irrational consumption behavior reflects the immaturity of our society.

"There is awareness that the designer bags can make people appear to be different from others in Korean society. We need to put more value on personal character or ability than on appearances," he said.


명품 백은 나의 자존심

[page 0 translation into Korean]

 

많은 한국 여성들은 소득수준에 상관없이 명품 핸드백에 집착한다. 타인의 시선에 대한 민감함은 그녀들을 값 비싼 액세서리로 치장하게 만든다. 루위뷔통 핸드백에 주위를 둘러보면 3초에 한 번씩 볼 수 있어 “3초 백”이라는 별명이 붙은 것은 우리 사회가 얼마나 명품 핸드백에 집착하는지 보여준다.

27세 프리랜서 강사 전모씨는 남들과 다르게 보일 수 있다는 신념으로 명품 핸드백을 광적으로 사 모은다. “핸드백은 나를 가장 잘 표현할 수 있는 수단이다”라며 자신이 명품 백을 수집하는 이유를 밝혔다.

“내 금전 상황과 상관없이 핸드백이 ‘당길’ 때에 무조건 구입한다”라는 전씨는 자신이 현재 얼마나 소유하고 있는지 가끔 잊어버릴 정도로 많은 백을 가지고 있다. 그녀는 자신이 구입한 것과 친구 또는 전 애인에게 받은 것 등을 합쳐 현재 약 90여 개의 명품 핸드백을 소유 중이다. 비싸고 구입하기 힘들다는 에르메스의 버킨 백은 10개, 보테가 베네타의 백은 20개, 그리고 약 30개의 샤넬 백을 가지고 있는 그녀는 “항상 전 남자친구들에게 생일 선물로 명품 백을 사달라고 솔직하게 밝히는 편이다. 비싸긴 하지만 그 정도도 못 해주는 애인은 만날 필요도 없다”라고 말했다.

전씨는 홍콩이나 유럽 여행을 가서도 명품 핸드백을 구입한다. “일년에 적어도 두 번은 꼭 여행을 간다. 사고 싶었던 브랜드의 핸드백이 대체로 국내보다 싸게 팔기 때문에 여행지로는 유럽 국가들을 고집한다. 물론 돈은 별로 개의치 않는다”고 덧붙였다.

낮은 소득에도 불구하고 명품 핸드백이 주는 유혹에서 벗어나오지 못 하고 빚까지 얻어 구입하는 이도 있다.

회사원 김진숙(가명, 31세)씨는 자신의 한달 봉급 약 150만원 중 절반 이상을 새로운 명품 핸드백을 구입하기 위해 저축한다. “명품 백은 보통 200만원 선부터 시작하는데, 내 봉급에 비춰보면 비싼 금액이지만 어쩔 수 없다”라고 밝힌 김씨는 “명품 핸드백이 유일한 낙이다”라고 말했다.

김씨는 18살부터 돈을 모으기 시작했고, 이 때 처음으로 친구들에게 해외에서 이름난 명품 브랜드들에 대해 배우기 시작했다. 김씨는 “고등학교 같은 반 친구들은 루이뷔통이나 구찌 백을 최소 두 개씩은 가지고 있었다. 집안 사정이 좋지 않았던 우리 집과 많이 비교되었고 그 친구들을 많이 시기했었다”며 자신이 명품 핸드백을 사기 위해 저축을 시작했던 이유를 밝혔다.

김씨는 친구들을 만날 때면 소위 ‘신상’이라 불리는 최신 유행하는 명품 핸드백을 꼭 들고 간다. 명품 핸드백을 얼마나 가지고 있는지 서로 비교까지 하면서 경쟁하듯이 사 모은다는 그녀는 “여자라면 공감 할 수 있는 얘기”라고 덧붙였다.

많은 여성들은 명품 핸드백을 두르면 자신이 더 부유하게 보일 수 있다고 말한다.

생산직 근로자 유가영(가명, 28세)씨는 지독한 깍쟁이이다. 한달 월급이 150만원인 그녀는 값 비싼 음식은 물론 커피 한잔도 쉽게 사 마시지 않는다. 전기세를 아끼기 위해 등도 잘 켜지 않고, 보일러도 웬만하면 틀지 않는다. 이런 유씨는 자신을 ‘부유’하게 보이기 위해 명품 핸드백을 구입한다. 물론, 소득에 비해 턱없이 비싼 명품 핸드백은 신용카드로 해결한다. “명품 백은 전부 신용카드로 샀는데, 매달 청구되는 카드 빚을 갚기 위해서는 절약해야 한다”라고 그녀는 말했다.

샤넬 등의 해외 명품 브랜드의 핸드백이 자신의 사회적 신분을 높여 줄 수 있다고 굳게 믿는 유씨는 “명품 백은 여성의 자존심이다. 아니면 나를 포함한 많은 사람들이 왜 그렇게 집착하겠나”라고 말했다.

서울에 거주 중인 29세 판매사원 최준석씨는 명품 핸드백에 대한 슬픈 기억이 있다. 그는 스스로를 “정교한 사기의 피해자”라고 부른다.

2년 전, 최씨는 5살 연하의 여대생과 교제 중이었다. “내가 그녀에게 먼저 완전히 빠졌었다. 그녀를 행복하게 해주기 위해서라면 무엇이든지 할 요량이었다.”

최씨는 여자친구의 생일을 맞아 선물로 무엇을 받고 싶은지 물었다. 처음에는 대답 없이 웃음만 지으며 망설이던 그녀는 계속되는 질문에 “멀버리 백”이라고 말했다. 그 말을 듣자마자 최씨는 곧장 백화점으로 달려가 6개월 할부로 그 가방을 구입했다. “당시 나는 그녀를 위해서라면 무엇이든지 할 수 있다는 생각이었다. 카드 빚쯤이야 그녀가 선물을 받고 기뻐할 모습을 떠올리자 곧 사라졌었다.” 라고 말했다.

그러나 그녀는 그 선물을 받자마자 흔적도 없이 자취를 감춰버렸다.

“왜 그런 일이 내게 생겼는지 이해할 수 없었다. 수도 없이 전화를 걸고 메시지를 보내보고 심지어는 그녀가 산다는 집과 학교까지 찾아가봤지만, 소용없었다.”

최씨는 결국 대학생 신분으로 감당할 수 없이 비싼 명품 핸드백을 가지고 싶었던 그녀가 의도적으로 접근했다는 것을 깨달았다. “나에게 속삭였던 사랑스러운 말들이 모두 거짓이었다는 것을 깨닫자 실망을 금할 길이 없었다. 어이없게 헤어진 내게 남은 것은 다 갚지 못 한 카드 빚뿐이라는 사실이 더욱 더 스스로를 비참하게 만들었다”라고 최씨는 말했다.

신광영 중앙대 사회학 교수는 우리 사회 곳곳에 만연한 이 같은 자기 자만심과 허영심이 “한국 사회가 얼마나 덜 성숙한지를 보여주는 단적인 예”라고 지적한다.

신 교수는 지나친 과시욕으로 가격이 오르는데도 수요가 더 늘어나는 현상인 “베블렌 효과”를 언급하며 많은 한국 여성들이 이 경우에 해당한다고 말한다. 그는 또한 “한국인들은 타인에 대해 지나치게 의식하는 면이 있다. 물론 이것은 타인에게 예의 있게 대한다는 측면에서는 장점이라고 할 수 있지만, 자기 과시욕을 부추긴다는 면에서 문제가 된다”고 말했다.

신 교수는 “우리 사회는 많은 사람들이 명품 핸드백이 자신과 다른 사람을 구분 지어 줄 수 있다는 인식이 있다”며 “외모보다 인성이나 능력에 가치를 두는 사회로 바뀌어야 한다”고 덧붙였다.
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2Kakao seeks to bolster SM's global presence as new owner Kakao seeks to bolster SM's global presence as new owner
3Firstborns account for record-high 63% of newborns Firstborns account for record-high 63% of newborns
4Apple Pay service limited by lack of NFC terminals Apple Pay service limited by lack of NFC terminals
5Chun Doo-hwan's grandson to apologize to victims of Gwangju massacre Chun Doo-hwan's grandson to apologize to victims of Gwangju massacre
6Foreign minister hosts Iftar dinner for Muslims in Korea Foreign minister hosts Iftar dinner for Muslims in Korea
7Busan aims to win hearts of developing nations in Expo 2030 bid Busan aims to win hearts of developing nations in Expo 2030 bid
8[ANALYSIS] Tesla, BYD's price cuts unnerve LGES, Samsung, SK ANALYSISTesla, BYD's price cuts unnerve LGES, Samsung, SK
9From mines to mobility: 140-year-old partnership between Germany and KoreaFrom mines to mobility: 140-year-old partnership between Germany and Korea
10Samsung chief inspects production plants in China for first time in 3 years Samsung chief inspects production plants in China for first time in 3 years
Top 5 Entertainment News
1Kim Min-gyu, Go Bo-gyeol bid farewell to 'The Heavenly Idol' Kim Min-gyu, Go Bo-gyeol bid farewell to 'The Heavenly Idol'
2Han Suk-kyu on return of 'Dr. Romantic' with Season 3 Han Suk-kyu on return of 'Dr. Romantic' with Season 3
3Kim Nam-gil to embark on Asia fan-meeting tour Kim Nam-gil to embark on Asia fan-meeting tour
4[INTERVIEW] How ATEEZ achieved worldwide success INTERVIEWHow ATEEZ achieved worldwide success
5Two curators to lead Korean pavilion at Venice Art Biennale in 2024 for first time Two curators to lead Korean pavilion at Venice Art Biennale in 2024 for first time
DARKROOM
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    Turkey-Syria earthquake

  • Nepal plane crash

    Nepal plane crash

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    Brazil capital uprising

  • Happy New Year 2023

    Happy New Year 2023

  • World Cup 2022 Final - Argentina vs France

    World Cup 2022 Final - Argentina vs France

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