Are Dubai residents suffering from brand addiction?

Karen Thompson loves to shop. Her motto in life is ‘Forget the diamonds, when you have plastic as your best friend'. Plastic, of course, refers to her trusty old credit card (or five) that facilitate her expeditions with faith and finesse.

While most would gauge that Thompson suffers from your average compulsive shopping disorder those who know her realise it's much more than that. For Thompson leads a life suffering from obsessive brand disorder.

“Nothing but the best will do,” says close friend Stacey Josephs. “If it's a t-shirt, it has to be D&G; the shoes come from Bruno Magli's finest and even her kids aren't spared the Armani Junior fashion parade.”

So, what is it about the tag that makes her tick? Dr Amit Sethi, specialist psychologist describes this as a basic onset of an addiction. “Addictive disorders are characterised by the failure to control behaviour, an increased tension prior to a behaviour and pleasure while experiencing the behaviour.”

In Thompson's case, this addiction has escalated to the extent that it has placed her family in a deep financial debt.

Shopoholic anonymous

Compulsive brand buying has become the new buzz phrase in the industry, where big brand names are often made out to be the villains in the scenario.

Says Marcus Fernandez, a media buyer in Dubai: “Companies today realise that people in Dubai have a much higher disposable income, because let's face it, we are a relatively tax free society who are also quite media savvy. The full page advertisements and the giant bill boards down Sheikh Zayed Road prove that ‘yes, people are watching and more importantly, they are spending'.”

Today, a simple trip down to the Ski Dubai at the Mall of the Emirates has become an advertising opportunity. If the giant popular travel agency hoarding is any indication, then people are not only taking noticing and getting influenced.

Dr Sethi adds that heavy advertising plays a major role as a psychological influencer in people opting for the particular brand they do. “Also, these days brands are being heavily endorsed by prominent celebrities whom people look up to as national heroes, role models, or just someone they like to emulate or follow.”

Case in point is popular Lebanese singer Nancy Ajram, and her endorsement of the soft drink giant Coca Cola industries. Not one to be left behind, David Beckham-Pepsi, Gwen Stefani-Chanel and even popular Indian icon Amitabh Bachchan and Tanishq jewellery are fine examples.

Keeping up with the Jones'

In a place like Dubai though, research has shown that buying habits are influenced by a lot more than mere public adverts.

Says Fashionista Majorie Williams, a personal wardrobe consultant in Dubai: “People in Dubai have their finger on the pulse when it comes to things like fashion. And when they see that a particular brand of jeans, shoes or fashion accessory has becomes the latest ‘in' thing, then they want to be among the first to grab it and show it off.”

Dr Sethi says that the landscape of the world we live in has changed considerably, becoming very competitive on all levels. Be it kids in high school or university, people working in lower-, middle- or senior-management and more importantly, even the type of home they live in - everything has to be on display.

Shalini Sharma, an advertising executive, explains: “Dubai is very materialistic, which is why a lot of the women here end up with an inferiority complex. At the end of the day, keeping up with the Jones' is not an easy job, you have to have the mansion in the Arabian Ranches, your 2.5 kids studying in JESS, seen shopping for groceries at Spinneys, while juggling your hair appointment on the iPhone 4, as you pick up the kids from ballet in the Maserati.

“And if handling all that isn't enough, your designer sunglasses, skinny jeans and ballet shoes have to be seen and admired by all and sundry.”

Dr Sethi describes this phenomenon as a basic thirst in all strata of society to have an improved quality of life given the increased exposure to what everyone else is doing/buying/having.

“If one home purchases a BMW in a certain locality, it is bound that there is pressure on other homes to own a similar or better car. To get one up, households compete, therefore, there is a constant urge to keep up to the societal expectations and societal statuses,” he says.

Although debatable, the underlying reasons are most often associated to a sense of power, self-confidence and a role identity in the society. “Dubai is a very materialistic and socially structured society. What you wear, drive or where you shop clearly associates you to a particular class of the society. Therefore in my opinion it comes across as a big deal in Dubai,” Dr Sethi further explains. 

“It is strange though that in the US, which is arguably the biggest influencer on any form of brand buying, trends show that people are moving away from the big brands and opting for more generic options,” states Fernandez.

“Famous architect Karim Rashid recently gave a talk on brand shopping, and it was interesting to see that he name dropped celebrities like Alec Baldwin and Sarah Jessica Parker giving the Armanis' and Saks Fifth Avenue a skip to shop at the chain clothing store GAP. So, what we see today around us is mainly a Dubai thing.”

Make the cut

While Josephs and Thompson's husband took the extreme route and cut up Karen's credit cards, Dr Sethi suggests looking behind the emotional reactions and searching out answers for the cause.

“Depression, boredom or emotional distress is what usually sets off an impulse to shop,” he suggests. “Because shopping gives compulsive brand buyers a sort of euphoria or a ‘high', they go down this route looking for some comfort.”

Unfortunately, this vulnerable state makes them extremely dependant on advertising as a guide and therefore they will buy things to make them feel more powerful, attractive, or secure.

But Dr Sethi warns that this can end up as a vicious cycle. “There is usually a phase of feeling letdown, followed by guilt over the wasted money or debt. This leads to depression, which can set off another episode of compulsive buying.”

Treatment of compulsive shopping may be more complicated than treating a physical addiction, like drug or alcohol abuse, because shopping is not something that can be avoided altogether.

“Compulsive shopping is similar to the condition of compulsive overeating where the pattern of compulsive behaviour must be addressed in order to get the shopping to a normal, healthy level. There are some things the compulsive shopper can do to help get their shopping down to a normal level,” states Dr Sethi.

This may include things like avoiding temptation, making funds difficult to access or distracting self with another activity when there is an impulse to shop. While these methods can greatly help towards recovery, professional help is still essential.

“It's very important that psychological problems are identified and treated. Without proper treatment, compulsive shoppers may stop shopping only to replace the object of their affection with other compulsive and or addictive behaviours,” warns Dr Sethi.