alt Hacker News> Something about the whole thing always registered to me as, like, lame—too normcore, too boring, perhaps even too cheugy to an informed and taste-driven millennial ur-consumer like me. The kinds of brands I like to buy aren’t what they sell at Costco
Good example of how people can build identities through their brand choices and purchasing habits.
It’s a foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant if another company releases a better product. Yet the crossover between brands, identities, and lifestyles is deeply held by many people.
I know some will try to turn this into a criticism of Americans, but in my travels and international business experience I wouldn’t even rank Americans in the top 10 for integrating brands and identity. In some countries I had to make a conscious effort to try to wear clothes from acceptable brands and swap my functional laptop bag for something more stylish to avoid letting my purchasing habits become a point of judgment from others. It’s actually refreshing to come back to America where as long as you’ve made some effort to look more or less appropriate for the occasion few people care about the brand of your clothes, laptop bag, or car. Some people are proud of their Audi or designer bag, but I rarely run into situations where I’d be judged for arriving in a sensible Subaru instead of a Mercedes.
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> "What's great about this country is America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you can know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good.” - Andy Warhol
Unfortunately I think America is starting to lose this way a bit, with the influx of newer premium brands and the fracturing of American consumers into endless lifestyle personas. But there's still some truth left in it.
To add to your point: Someone should let the author know that considering oneself informed and taste-driven is itself cheugy. The performative aspect is the essence of cheug. So I hope he was being ironic.
Costco itself, in a way, is a sort of Wittgenstein's ladder, or Wittgenstein's warehouse, because eventually you realize that everything sold under the Kirkland label is just a de-badged top brand. If you still reach for brand names for staple goods at Costco knowing full well the Kirkland product is either the same or superior, then you know that the shadows of brand names still haunt you and occlude your sight. When you are able to escape these shadows and see the sun, then you are free.
>build identities through [...] purchasing habits
> foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant
But you are, yourself, defining yourself partially here through your own purchasing habits. In fact you are doing it to a far more universal degree than most of the ones you criticize.
Not that I'm immune to it, but nor do I claim to be. I think it's useful signal just like anything else. Watch: My quintessential American habit is that I wear roughly the same nondescript black T shirt, black boxer briefs, black socks, and maybe an unlabeled black hoddie that I purchase off of Amazon, mostly just sorting by ratings. If at any point I reach into my closet and the stock-flow system that is my laundry habits have deemed it such that I am actually out of stock of any of these items, I immediately go to Amazon and purchase another 6- or 4- or 12-pack. If you feel you understand me better as a person after reading all that, you probably do.
> but in my travels and international business experience I wouldn’t even rank Americans in the top 10 for integrating brands and identity.
You can't just say this and leave us hanging. Which countries?
> I know some will try to turn this into a criticism of Americans, but in my travels and international business experience I wouldn’t even rank Americans in the top 10 for integrating brands and identity.
Can you give a few examples of those brand-centric cultures? Which product categories do they follow? I've never seen anything like this, so if I were to go to one of the places that has this culture, I should probably know about it in advance.
The great thing about Costco is that everything they sell is reliably fine. Is it the best in the world? Probably not. But it's usually good. At worst it's average.
When I find myself reading Consumer Reports or The Wirecutter looking for "what is the best toothbrush" it's not that I actually need the best toothbrush. I'd be perfectly happy with a good toothbrush. What I'm trying to do is avoid spending a bunch of money on something that looked like a good option and turns out to be ineffective, unreliable, short-lived, or otherwise terrible. Most retailers are absolutely overrun with trash now.
Generally at Costco it's not a worry, if it's a crappy product they're not selling it.
Where?
I feel like logos are 100% done now.
The best clothes here in Sweden, from our own Swedish brands, have no logos.
It sounds like you’ve just been around toxic and superficial people in your international travels and then extrapolated from them to their whole countries.
Unfortunately, they have people like that everywhere.
Nobody is going to come to your funeral and tearfully wail that you had fabulous taste in handbags.
Brands may serve as camouflage when you're trying to conform, but conforming is not an identity. Your identity is based on what you create, not what you consume.
I don't think much of class, but caring about brands is low class behavior (present in both the poor and the rich).
> It’s a foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant if another company releases a better product.
Perhaps those folks found certain brands regularly have decent (enought) quality and stick with them, and/or they have a personal aesthetic that they've developed that may be 'limited' to certain brands.
Some folks also don't want to go through the effort of constantly/regularly (re-)evaluating things: they've found that Brand X gives them enough quality/value, and have stopped looking.
> It’s a foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant if another company releases a better product.
For those of us who grew up in the era of the "Are you a Mac or a PC" [1], many Americans are intimately familiar with the concept of brand identity.
Man, you must move in some shitty circles, no polite way of saying that. The other option is that its self-projection, I've met folks like that who overanalyzed to death what they thought others were thinking, usually being completely wrong since few other folks have OCDish personalities like them.
This is not how we generally work in Europe, but you were not precise of your destinations. Life in 2026 ain't some Victorian novel.
Heh, I haven't seen it myself, but I'm suddenly reminded about derision for having blue (or was it green?) bubbles.
-- I actively seek out the Kirkland clothes.
South Korea?
> Some people are proud of their Audi or designer bag, but I rarely run into situations where I’d be judged for arriving in a sensible Subaru instead of a Mercedes.
I agree. You can go into Costco and see a store full of individuals who happen to be shopping at Costco that day, or you can go to Costco and see the same people as slaves to an imagined Costco lifestyle that you can then write about for 800 words. It says more about the author than the shoppers. This article is the worst kind of lifestyle trend engineering.
But there's a cult following for various Costco products including food. The frozen croissants, the ~$5 rotisserie chicken, the vodka. The generic clothes items, shirts, socks etc. The pizza.
I don't even have a Costco membership! Maybe this is a Socal/urban thing?
In any case, I think you're overthinking it, people love Costco.
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> In some countries I had to make a conscious effort to try to wear clothes from acceptable brands and swap my functional laptop bag for something more stylish to avoid letting my purchasing habits become a point of judgment from others.
It is kind of fascinating, having come from such a culture, to realize that in the end, Americans, at least the average of the America I met, are not nearly brand conscious as I and everyone in my place supposed them to be.
Of course, America is a fucking giant and diverse place, and I think that even native born Americans have no fucking idea of how many different Americas exist, so, take my views of America with a giant grain of salt.