Kids are all about the kit. Reference: have you seen those lean sun scorched middle fifties men wearing lycra sipping lattes? It’s all about the kit. Recently I have been cruising the baby & toddler aisles at Big W & Target. It’s a social network where I share baby-kit tips with wandering mothers (never any dads). Baby bags are expensive and pretty much look like laptop bags but with bunnies and flowers. I’ve used four ‘designer’ baby bags in the last four years. I’ve also tried a backpack and even one of those gifts from overseas the fancy store plastic bag. At the moment I use my former (life) laptop and assorted men’s stuff bag.
The consumer shelves are adorned with beauty, shape and form. It’s a visual massive attack of Object de Banal. These beautifully machine pressed plastic utilitarian items could easily be art. For example, Dennis Hopper an art lover in the ‘superstar league’ like Duchamp could point his finger and declare, “This is art!”
The goods are so well packaged that even this aspect of marketing adds to a brand’s realization of its form and function. The freaky prices also contribute to the aura of consumer goods as art. Realistically it’s an industry pumping itself up for the ‘things’ we don’t need. Still, I don’t think these high priced quality goods are in any way out of place amongst the poverty-6 pack plastic kiddy tumbler set for 1$1.99 (what B1&B2 use). Truth be told if I had financial credibility I would get the $15.00 grey/green European design Chinese built super duper kick ass sip cup with interchangeable lids with multiple ergonomic hand grips for little precious’
growing hands. In fact If I had enough of the lucre I would buy the mother of all mummy’s accessories a metallic black, SUV, with tinted pimp windows Kluger. It’s all about the kit.
Prams, strollers, coffee cup holders, wet weather gear, mini bags, medium bags, large bags, carry bags, nappy bags, food bags, small pouches, medium pouches, large pouches, x-large pouches (a small bag), containers of every shape, colour and design. With so much technology and expertise one would think mum (occasionally dad) is attending an interplanetary play date after musical finger painting.
It’s all about the kit. Everything seems to be about the items puzzled together to give off the vibe, ‘this is what I do’ or ‘this is who I am’. For every expensive box of duck shaped safety pins you can alternatively use a bulldog clip or better yet buy a no name duckless pack of fifty. I think you get the point.
I still like good kit though!