Clothing, is an essential need for any individual but in the context of Pakistan it is referred to as a “brand”. The brandization of clothes has created essence of difference and have divided the community into distinct classes. Clothes instead of being a source of coverage, comfort has been converted into a luxury, which has to be flaunted and shown off. The emergence of various brands has created inferiority complex amongst the society. In this economic world humans are tangled with the ropes of money, the monetary benefits are seen before any other thing. The rationality of our thoughts emerges in accordance to the financial status. We as a society stand at the point where economic background holds much more significance than the individual’s.
Putting light on the recent incidents have shown how one forgets about boundaries as an individuals and as a society to achieve something that is believed to eventually get them the social recognition that they desire. For some reasons, the sale was converted into a cat and dog fight, instead of being a factor of affordability, it became an indicator of how ruthless and brutal our individuals can become for their own benefits. Yelling, snatching, attacking, and pushing each other to simply gain their materialistic desire without any “Grace”. Sales have taken over the minds of Pakistani Society especially women, which results in sightings of hair pulling, abusing along with encouragement of all these things and “training” of youth.
Sale is an amazing initiative carried out by the brands, it not only profits them but also has a great interest for the buyers or shoppers. Individuals who can’t afford those clothes, accessories at the actual price avail these opportunities to buy themselves “good quality” goods. The main purpose of this paper isn’t that sale is a bad idea but the perception and the implications of it, the loss of self respect and grace in order to buy low priced products is not an acceptable trait. Going to barbaric limits, screaming, hitting each other to get your hands on the products is the draw back of this particular initiative.
Materialism, a desire for wealth and other material possessions have taken over the mentality of Pakistani society which ultimately leading towards the greater chaos. Materialistic mindset has taken over the society, commoditization of un-essential goods/things has caused an ultimate mayhem amongst the locals and has taken them to the verge of mental un-satisfaction with their current life. This mindset and individualistic demeanor has been prevalent in this contemporary society. The classification of citizens, and degradation of certain values has created this scenario of inferiority amongst the society. Sale being a source of relief or a reward has been converted into a sort of competition and people are at each other’s necks to utilize this “sale”. It’s a high time to re-think , re-visit of our true essence of being alive and our values so one might gets true direction and meaning to live a life gracefully.
