Why do we desire Juicy Couture?

With a line like "Made in the Glamorous U.S.A.", who wouldn't want a Juicy Couture bag? If you want to be glamorous, you have to own something Juicy. Right? Juicy constructs their preppy image to make out consumer culture desire their products. The Juicy logo signifies a glam lifestyle so owning Juicy means that you too are glam.

Juicy Couture is known for their hip colors and eye-catching glitter. They have sophistication. Everything to your black punk with silver accents to hot pink and lime green can be found in the Juicy Couture line.

All of the bright colors and shiny "bling bling" only makes us desire Juicy more. The question is why? Why do we desire this label? What makes this label different from other labels? The answer is in the construcion. The Juicy line is part of high culture. The average person can't afford a Juicy bag when they average at around $200. Having a bag then, shows that you come from money. In America, there is the ideology that being rich is desirable. Buying a Juicy bag is one way to convey that you are among that desirable group even if your not.