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Can any consumption be driven purely by utility alone?
Let’s take a simple example:
Canyon Barefoot sandals that are made in India do exist. They cost just under Rs 3000 for the most expensive pair.
But I buy Luna Sandals instead. The Origen Lite costs 12600. You can get almost 4 pairs of Canyons for the price of one Luna Sandal.
But I would not consider Canyons.
First up there’s the strap and buckle. The fit on the Lunas is more evenly snug. The heels and feet get compressed evenly when you tighten things. This is not the case with the Canyon. But this varies. Some people swear by the Bedrock straps. And others prefer how the Shamma double wraps around the foot.
Then there’s the upper. The thin rubber layer on top of the Luna is incredibly grippy. I’ve not felt anything like it. Even other US sandal brands do not come close. I do know some friends prefer the foot contoured design of Bedrock. Basically there are grooves for your toes and feet. I didn’t like this. But I know some swear by it.
Then there’s the sole. While Canyon uses a grooved sole, the grip does not come close to the Vibram. And grip is a function of both pliability of the sole and tackiness of it. The Luna Origens are stiffer but with use become firm yet grippy. It’s paradoxical. But I like the feel of those more than the Vibram Megagrip. Vibram has sheets or molded soles made from their Cherry sheets, Megalug, Newflex or some other compound. The groove and tread pattern varies. As does the stiffness.
Why obsess over sandal specifications or design so much? We gravitate towards brands and their perceived status. Their perceived status began with getting something ‘right’ about the design and build of the product.
It brings to my mind Miranda Priestly’s monologue about the cerulean sweater.
The market for anything starts with someone deeply caring about how something is made. They attract consumers for whom the problem really matters. With time, more people are drawn to the product. But somewhere down the line, the 40,000th customer does not care how something was made. Or the intent behind the product. The choice to consume becomes unthinking. And that's a problem. Before aspiration comes taste: someone really caring about how and why something is made the way it is.
Aspiration drives premiumization. But aspiration follows taste. And taste begins with someone caring, unreasonably, about how something is made and the thought behind how it will be used. Long before any consensus or validation existed or mattered.