Write an article about Pricey Raya outfits: sign of quality or marketing ploy? .Organize the content with appropriate headings and subheadings (h1, h2, h3, h4, h5, h6), Retain any existing tags from Will RM300 allow you to buy one of these beautiful Raya dresses these days? (Bernama pic)
KUALA LUMPUR: Just a few years ago, RM300 could get you a well-designed outfit made from quality fabric for Hari Raya. Today, that amount will get you a generic design made with ordinary cloth.
The price tags of apparel are often seen as a reflection of their quality: the higher the price, the better the product. But is this truly the case, or are retailers inflating prices to create an illusion of quality to hoodwink consumers?
Wan Nurisma Ayu Wan Ismail, a deputy dean at a university in Kedah, agreed that businesses can “cleverly” utilise marketing strategies to create an illusion of exclusivity for their products, leading to price markups.
“In this digital era, fashion brands use various marketing techniques, including endorsements from celebrities and social media influencers, to build exclusivity and social status for their products. This affects consumers’ perception of these outfits,” she told Bernama.
The “outfit of the day” phenomenon, which has seeped into Aidilfitri culture, has also contributed to changes in consumer behaviour. Meanwhile, social media platforms like Instagram and TikTok are busy displaying images and videos to pressure consumers to follow fashion trends.
“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,” said Wan Nurisma, an expert in consumer behaviour.
Wan Nurisma Ayu Wan Ismail.
This, she added, is why some people are willing to pay higher prices even when the quality is not very different from regular brands.
Wan Nurisma advises 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 stressed.
Elsewhere, fashion designer Rastawati Dewi Abdul Rashid said while every business has its own target market, high prices should always align with quality.
“Generally, lower-priced clothes are mass produced, where each design has over 500 pieces per collection,” said the president of the Malaysian Bumiputra Designer Association.
She added that higher prices are justified if an outfit is produced in limited quantities, and uses premium fabrics or features custom designs by local designers.
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