Materialism - Is it material?

One of the main criticisms of the Sex and the City movie is that it is overly materialistic. When the movie opens, Carrie says that women move to New York for two reasons: love and labels. No one I've talked to actually "buys" into that statement. However, it does raise the important issue of unhealthy materialism in our society today and particularly in New York, where every other woman is a walking model with an enviable outfit.

I think it's pretty unreasonable to eschew all desire for nice things, but I also don't need my handbag to be screaming "DESIGNER" all over it (especially in a trite canvas pattern which we've all considered purchasing). Although the brand of an item surely has a strong subconscious (and conscious - who am I kidding) pull on my decisionmaking, the design and quality of the product is the most important factor to me. When those factors coincide with a low price, it's a thrill. Unfortunately, they are generally made by a fancy designer and are more expensive. (see here for a NY Times article on how much luxury goods prices have jumped in the last decade and which clothing item prices have dropped.)

This discussion of cost raises another question - does the price of the stuff you buy make you more or less materialistic? I'm assuming the answer is yes because buying inexpensive stuff is less wasteful of resources that can be dedicated to something more productive in society. Is it possible to not judge someone who spends $200 on a tshirt? But the psychological underpinnings that we look down upon are the same for all forms of materialism, so bargain hunters shouldn't be completely off the hook. I must note with pride that during my 3.5 months in Europe, I only purchased one item for myself - a pair of shoes. That was an anomaly. As someone who loves shopping (although limited mostly to good bargains during the past 3 years as a student), I can't decide how harshly to judge myself.