Points of Analysis - Commodity fetishism is our need to continue to consume in order to feel good

Commodity fetishism is our need to continue to consume in order to feel good. We purchase certain items that we assign a greater worth to because they provide us with a sense of satisfaction. We also value certain brands over others, even though their products are produced through the same practices.

• Robyn: TOMS shoes are a preferred brand because the consumer is able to feel good by purchasing a pair. They actual product does not cost much to produce, but they cost anywhere from $54-$100. This is because the consumer is supposed to be paying for two pairs of shoes, one for themselves and one for the company to give away. The consumer is able to feel good because they have helped someone else in the world, and therefore people purchase TOMS not because they are the best shoes, but because of what the item has come to symbolize.
• Kiera: All products are made to target a particular market.  Lee Valley’s wood working tools may target men more than women, so possibly in an effort to offer something for the ladies, how about a nice soothing cup of tea so you can forget how much those tools cost, that your husband just bought.  Their advertising also tends to hearken us back to a time when quality workmanship was valued more than ‘blue light specials’ (Wal-Mart, selling products made in China) and ‘no interest and no payments for 12 months’ (The Brick, selling products made in China).  Canada’s own colonial routes and ongoing association as a member of the British Commonwealth is played upon as the tea is packaged in a Victorian style tin.  Lee Valley Tools website boasts: “Although it is now possible to buy a near-infinite variety of flavored teas, unadulterated loose-leaf teas with a good pedigree are hard to find and are generally overpriced. We tested a wide range of Ceylonese teas and finally settled on a hand-picked, high-grown tea that has the classic orange pekoe taste but not the bitterness associated with low-grown, machine-picked leaves of the type normally sold in tea bags.  Machine-picked leaves include older leaves plus bits of twig; handpicked leaves include only two young tip leaves plus the bud. Our tea is grown at the 5000-foot level in the Dimbulla region of Sri Lanka (formerly called Ceylon). It brews to a rich golden color with a mellow taste.  A tin of this tea is an excellent gift for any tea lover. It comes sealed in a Victorian-style tin that also serves as an attractive caddy.”
• Nick: Maybe I’m being presumptuous here, but it seems to me as though Apple and appearance are near synonyms. In my research I found that Apple markets with an empathetic skew, appealing to the innate good in all of us to take action and make the world a better place. As one of its main selling points, Apple markets its aluminum cased iPad as being environmentally conscientious due to Aluminum’s ability to be easily recycled. Although the reality of the situation is vastly different, consumers like the ones targeted by apple are pushed into following their hearts. The message here is that in buying products other than the ones that are being advertised as ‘world saving’ (Apple’s in this case) we are actively destroying the planet, and who wants that? Obviously that’s an extremist view, but degrees of it are felt nevertheless. Why do we have commodity fetishism? Because everyone wants to feel good!
• Shauna: Commodity fetishism plays a large role in the consumption of cotton products, especially on the clothing end. Brand names are huge in the clothing industry. A simple cotton T-shirt sold from Wal-mart will be half the price, perhaps even a quarter of the price, of a T-shirt made by a larger company such as Versace, Armani, or Lacoste. Many people are drawn to buying well known expensive brand names, not always because they are made of higher quality materials or stitched (most large brand names use the same cotton materials as lower quality brands), but because there is a certain idea and attitude surrounding the purchase of a high quality brand. People are satisfied at paying a higher price in order to wear a certain brand because of the connotations that surround the logo. Brand names are a sign of status and wealth. Many people feel the need to continue buying high quality cotton clothing to keep up with the latest fashion trends and styles in order to feel satisfied.