KUALA LUMPUR - A few years ago, RM300 could get you a well-designed outfit for Hari Raya made from quality fabric. But today, the same amount will only get you a generic design made from ordinary fabric.
The price tags of apparel are often seen as a reflection of their quality - the higher the price, the better the quality. But is this truly the case, or are retailers inflating prices to create an illusion of superior quality to hoodwink consumers?
Universiti Utara Malaysia School of International Studies deputy dean (Student Affairs and Alumni) Dr Wan Nurisma Ayu Wan Ismail agreed price markups can happen if businesses "cleverly” utilise marketing strategies to create an illusion of exclusivity for their products.
"In this digital era, fashion brands use various marketing techniques, including getting endorsements from celebrities and social media influencers, to build exclusivity and social status for their products, which indirectly affect consumers' perception of these outfits," she told Bernama.
The ‘outfit of the day’ (OOTD) phenomenon, which has become a norm and part of the Aidilfitri culture, has also contributed to changes in consumer behaviour. Social media platforms like Instagram and TikTok, meanwhile, are busy displaying images and videos to pressure consumers to follow fashion trends, even at steep prices.
"Consumers are being influenced by hedonic consumption, where purchases are made not out of necessity or quality but purely for the emotional satisfaction of buying and wearing a product," Wan Nurisma Ayu said.
The expert in consumer behaviour said this is why some consumers are willing to pay higher prices even when the quality is not very different from regular brands.
She advised consumers to be more discerning by comparing prices and quality before making a purchase and not to be easily swayed by marketing gimmicks.
"Real customer reviews are also important because testimonials from paid influencers may not truly reflect actual user experiences," she said.
Malaysian Bumiputra Designer Association president Rastawati Dewi Abdul Rashid said while every business has its own target market, high prices should always align with quality.
She said if an outfit is produced in limited quantities and uses premium fabrics or features custom designs by local designers, then the higher price is justified.
"Generally, lower-priced clothes are mass-produced, where each design has over 500 pieces per collection," said Rastawati Dewi, who is also a fashion designer.
Meanwhile, Ariani chief executive officer Datin Seri Farah Haryani Muhammad Philip said her company places great importance on quality to ensure customer satisfaction.
"At Ariani, our outfits are priced from RM200 and above but we provide the best quality... we don’t just randomly set prices at RM200 or RM300. Some of our customers still wear their outfits (purchased from Ariani) even after three or four years, proving that quality remains our top priority," she said. - BERNAMA