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>> LUXURY FASHION
IS SELLING BETTER TODAY
THAN AT ANY TIME IN HISTORY.
>> SHOES AND HANDBAGS
BECOME A STATUS SYMBOL.
>> EVERYBODY WANTS
TO BE PART OF THAT.
>> I THINK THE GREATEST THING
ABOUT A LUXURY ITEM IS,
REALLY, THE MAGIC OF IT.
>> I HAVE A RANGE
OF LUXURY ITEMS.
>> MY STELLA McCARTNEY CLUTCH.
>> MY FENDI SHOES.
>> GIANNI VERSACE COUTURE.
>> ALEXANDER McQUEEN BOOTIES.
>> IF YOU'RE WEARING
A CHANEL BAG,
YOU'RE GONNA BE NOTICED,
AND YOU'RE GONNA FEEL
LIKE A MILLION BUCKS.
>> THERE'S A LOT OF
PEER PRESSURE TO EMBRACE
THE LUXURY LIFESTYLE.
>> NINE HUNDRED DOLLAR SHOES.
>> YOU GOTTA KEEP UP
WITH THE JONESES.
>> THIS IS THE-PROBABLY THE
GREATEST ERA OF EXCESS, EVER.
>> BUT, WHAT'S BEHIND
OUR INSATIABLE APPETITE
FOR UBER EXPENSIVE CLOTHES,
BAGS, AND SHOES?
TO FIND OUT, I'LL INVESTIGATE
A REAL LIFE "BLING RING"
WHO'VE BEEN STEALING
THE HIGHEST OF THE HIGH-END.
AND I'LL RUN SOME
SOCIAL EXPERIMENTS
THAT SHOW THE EFFECTS
OF DESIGNER PEER PRESSURE.
COMPLETE STRANGERS TOLD YOU
THIS OUTFIT IS FABULOUS,
AND YOU WERE GOING TO BUY IT.
AND REVEAL WHY WE'RE LIVING IN
THE AGE OF TRUE EXTRAVAGANCE.
♪
>> ONE LUXURIOUS THING
THAT I OWN AND LOVE
IS MY LOUIS VUITTON HANDBAG.
>> MY FENDI SHOES.
>> THESE ARE LIMITED EDITION
CHRISTIAN LOUBOUTINS.
>> MY CARTIER PANTHER RING.
IT WAS A LOT.
>> THESE WERE $895.
>> THIRTEEN HUNDRED DOLLARS.
>> I THINK IT WAS AROUND 3,000,
BUT DON'T TELL OUR HUSBANDS.
>> IT JUST MAKES ME HAPPY.
>> WHENEVER I'M FEELING
A LITTLE DOWN,
I JUST WHIP OUT THIS CLUTCH.
>> WITH MILLIONS OUT OF WORK,
YOU MIGHT NEVER GUESS THAT
WE'RE LIVING IN AN AGE
OF EXTRAVAGANT LUXURY.
LUXURY BRANDS LIKE
LOUIS VUITTON, HERMES,
AND GUCCI HAVE SEEN SALES SOAR
TO THEIR HIGHEST LEVELS
IN HISTORY-- WHY?
BECAUSE THE RICH
ARE GETTING RICHER,
AND THEY'RE LOOKING FOR MORE
AND MORE EXTRAVAGANT WAYS
TO SPEND THEIR CASH.
>> WE'VE REACHED A POINT WHERE,
UH, THE TOP 1% GETS 20%
OF THE NATIONAL INCOME,
AND THAT'S WHAT YOU CAN SEE
WITH THE FASHION INDUSTRY.
>> THERE'S NEVER BEEN
A PERIOD OF EXCESS AND LUXURY
TO COMPARE WITH
WHAT WE HAVE NOW.
INDIVIDUAL RULING CLASS PEOPLE
WERE MORE EXCESSIVE.
I MEAN, ELIZABETH THE FIRST
WAS COVERED WITH JEWELS.
BUT, COLLECTIVELY,
THIS IS THE-PROBABLY THE
GREATEST ERA OF EXCESS, EVER.
>> WHEN THE RECESSION HAPPENED,
IT WAS KIND OF LOOKED DOWN UPON
IF YOU CONTINUED TO SHOP.
AND IF THEY WERE BUYING,
IT WAS ALL VERY DISCREET,
WHERE IT'S JUST, LIKE,
A BROWN PAPER BAG
YOU GET YOUR GOODS IN.
THEY NEVER STOPPED SHOPPING.
THEY JUST DISGUISED IT.
IF YOU ACTUALLY
LOOK AT THE DATA,
THAT'S REALLY WHEN E-COMMERCE
IN THE LUXURY SPACE
REALLY STARTED TO TAKE OFF.
>> DID YOU THINK THAT
YOU WOULD BE BUYING $40,000
BALL GOWNS ONLINE?
AND IT'S HAPPENING.
>> THROUGH ADVERTISING,
THROUGH REALITY TELEVISION,
UH, FOR YEARS,
WE'VE BEEN SOLD THIS IDEA
THAT WE NEED THE MORE
EXPENSIVE CLOTHES,
THE MORE EXPENSIVE BAG.
>> MOST PEOPLE ARE NOT ABLE
TO BUY A $3,000 BAG,
OR A $500 BAG.
>> WHAT'S DIFFERENT NOW
IS HOW MUCH PRESSURE THERE IS
ON THE COMMON MAN TO PARTICIPATE
IN THIS LUXURY GOODS WORLD.
A $2,000 BAG NOW IS
A NECESSITY FOR SOME GIRL
IN HIGH SCHOOL, LIVING IN
THE MIDDLE OF PENNSYLVANIA.
>> WHEN YOU KNOW ONLY TEN PEOPLE
ARE GOING TO GET THIS BAG
BECAUSE ONLY TEN WERE PRODUCED,
IT'S LIKE A SWITCH GOES OFF,
AND THAT'S ALL THEY WANT.
>> SO, WHAT DO YOU DO
IF YOU CAN'T AFFORD
HIGH-END LUXURY?
DO YOU SAVE UP TO BUY
THAT ONE PIECE?
INVEST IN A FAKE?
OR, DO YOU JUST STEAL IT?
THERE'S A GROUP OF GIRLS,
RIGHT HERE IN SAN FRANCISCO,
WHO'VE TAKEN MATTERS
INTO THEIR OWN HANDS.
>> POLICE CALL THEM
THE "RAINBOW GIRLS,"
AND IN ONE RITZY BAY AREA
SHOPPING DISTRICT,
THEY ARE MAKING SURE
EVERYONE KNOWS THEIR NAME.
>> THE RAINBOW GIRLS--
THEY ARE KNOCKING OFF
EVERY HIGH-END DESIGNER STORE
IN UNION SQUARE.
>> THEY STRUCK TORY BURCH,
FRIDAY, AT 2:15
IN THE AFTERNOON.
>> OKAY, THE MOST CRAZY,
RIDICULOUS, OVER-THE-TOP RUMOR
YOU'VE EVER HEARD
ABOUT THESE GIRLS.
>> I HEAR THAT THEY'RE IN DRAG,
SO MAYBE IT'S THE ART
OF DISTRACTION.
>> THEY WEAR, LIKE,
BRIGHT-COLORED WIGS, OR,
YOU KNOW, COLOR IN THEIR HAIR.
>> I HEARD THREE OF 'EM
WERE TRANSGENDERS,
WHICH IS PRETTY COOL.
>> I DON'T KNOW IF IT'S TRUE,
BUT COULD BE.
>> I THINK THERE'S, LIKE,
FIFTEEN OR 20 OF THEM
RUNNING AROUND THE CITY.
>> THEY'RE, BASICALLY,
AN ORGANIZED CRIME RING
AND THAT THERE'S THIS MADAME
KIND OF RUNNING IT.
>> THAT'S WHAT I'VE HEARD,
AT LEAST.
>> I'M NOT SURE IF
THAT'S ACTUALLY TRUE OR NOT.
>> I DON'T KNOW WHAT
THEY DO WITH IT AFTERWARDS.
IF THEY SELL THE THINGS,
OR IF THEY KEEP IT
FOR THEMSELVES.
>> IT'S ALL KIND OF A MYSTERY.
I MEAN, WHO REALLY ARE
THE RAINBOW GIRLS?
>> HEY, MIKE-- HOW ARE YOU?
>> HOW YA DOIN', JOE?
>> NICE TO-NICE TO MEET YOU.
>> I WANTED TO TALK TO YOU FIRST
BECAUSE YOU WERE THE FIRST
PERSON TO BREAK THE STORY
ON THE RAINBOW GIRLS.
>> WELL, LAY IT ON ME.
>> SO, MIKE,
THIS IS UNION SQUARE.
>> THAT'S RIGHT.
>> THIS IS, LIKE,
THE HUBBUB OF LUXURY, RIGHT?
>> THIS IS-- I MEAN,
YOU-YOU GOT-- THIS IS, LIKE,
THE CENTER OF TOURISM.
IT'S ALSO THE CITY'S
CENTRAL SHOPPING DISTRICT.
>> SO, THIS IS, LIKE,
MADISON AVENUE OR RODEO DRIVE,
BASICALLY.
>> THAT'S EXACTLY RIGHT.
>> WAIT, SO, MIKE,
DID YOU GIVE 'EM THE NAME
"RAINBOW GIRLS?"
>> I DID NOT-- IN FACT, UH,
I BELIEVE THE SHOPKEEPERS
GAVE 'EM THAT NAME.
>> WHY A RAINBOW GIRL?
>> WELL, APPARENTLY,
ALL THE GIRLS ARE DRESSED
IN BRIGHT COLORS.
>> IS THERE A SPECIFIC
SIGNATURE OR STYLE
THAT THESE GIRLS OPERATE?
>> WELL, FROM WHAT
I'VE GATHERED, IT SEEMS TO ME
THAT THEY ALL WALK IN TOGETHER,
A BUM-RUSH FORMAT.
AND A COUPLE OF, UH,
OF INDIVIDUALS WILL
DISTRACT EMPLOYEES,
WHILE THE OTHERS WILL
JUST SIMPLY GRAB ITEMS
AND THEN WALK OUT.
>> A BAG AT BURBERRY, I THINK,
WILL START AT $2,000.
>> SURE.
>> THEY CAN-THEY CAN STEAL
A BAG THAT'S PROBABLY $10,000.
I MEAN, THAT STOPS BEING
SHOPLIFTING AND STARTS
BECOMING GRAND LARCENY.
>> YOU'RE ABSOLUTELY RIGHT.
>> YOU KNOW, ARE THEY
JUST SELLING IT,
OR ARE THEY KEEPING ANY
OF THIS FOR PERSONAL USE?
>> THEY COULD KEEP IT
FOR PERSONAL USE.
BUT, PERSONALLY, I THINK
IT'S-IT'S PART OF A LARGER
ORGANIZED CRIME SYNDICATE.
>> REALLY?
>> I BELIEVE SO-- YOU KNOW,
THESE CRIMES ARE HAPPENING
FOR SO LONG.
THEY'RE WELL-PLANNED.
A LOT OF-- YOU KNOW,
PRODUCTS DO END UP BEING FOUND
IN THE, UH, THE BLACK MARKET.
>> IF THESE-ALL THESE
HIGH-END RETAILERS,
THEY-THEY SEEM TO BE REALLY
QUIET ABOUT THIS WHOLE THING.
>> MERCHANTS DON'T OFTEN LIKE
TO, UH, ADMIT TO BEING ROBBED.
>> BUT WHY?
>> IT'S ALMOST LIKE INVITING
SOMEONE ELSE TO COME
AND DO THE SAME THING.
>> ALL THE BIG BRANDS
TURNED ME DOWN FOR INTERVIEWS,
AND THEIR EMPLOYEES WOULD
ONLY TALK TO ME IN SECRET.
HI, HOW ARE YOU?
>> HELLO-- I'M WELL.
HOW ARE YOU?
>> GOOD, GOOD-- NOW, I KNOW
YOU WANNA KEEP OUR CONVERSATION
ANONYMOUS-- HOW COME?
>> JUST BECAUSE I DON'T KNOW,
NECESSARILY, HOW THE BRAND
I WORK FOR WOULD
TAKE THIS INTERVIEW.
>> WOULD YOUR JOB END UP
BEING IN JEOPARDY,
IF THEY FOUND OUT
YOU WERE TALKING ABOUT THIS?
>> QUITE POSSIBLY.
>> OKAY, SO, THE RAINBOW GIRLS.
HOW MUCH HAVE YOU G--
WOULD YOU SAY YOU'VE LOST
IN YOUR CURRENT COMPANY?
>> I WOULD DEFINITELY SAY
MAYBE, LIKE, $80,000
WORTH OF MERCHANDISE.
>> BUT, IF THEY ALL KNOW
WHO THESE GIRLS ARE,
WHY CAN'T THEY JUST
DO SOMETHING ABOUT IT?
>> MANAGEMENT, WHERE WE WORK,
IS NOT DOING ANYTHING
ABOUT SECURITY.
>> BUT IS MANAGEMENT
SPECIFICALLY TELLING YOU GUYS
THERE'S A NO CHASE POLICY?
LIKE, DO NOT GO AFTER THEM.
JUST LET THEM WALK OUT
WITH THE STUFF.
>> YES-- THEY DON'T WANT
ANYONE GETTING IN A SITUATION
WHERE YOU CAN GET HURT,
OR WHERE YOU CAN HURT
SOMEBODY ELSE 'CAUSE
THAT'S AN INSTANT LAWSUIT.
>> ALL RIGHT, WELL,
THANK YOU VERY MUCH.
>> YOU'RE WELCOME.
>> THE ONLY BUSINESS OWNERS
WHO WOULD TALK TO ME ON CAMERA
WERE THE ONES WHO CAN
LEAST AFFORD TO BE ROBBED--
THE SMALL BOUTIQUES.
HI, HOW ARE YOU GUYS?
I'M JOE.
ACTUALLY, ON A BIT OF
A MISSION TO LEARN MORE
ABOUT THE RAINBOW GIRLS.
>> WELL, I'VE HAD
MULTIPLE RUN-INS,
AND I WAS ACTUALLY OVER HERE.
I USED TO HAVE A TOWER
OF GLASSES THAT WAS ABOUT
SEVEN FOOT TALL HERE,
FULL OF CHRISTIAN DIOR
AND CAZAL EYEWEAR, AND I SEE
THIS TRANSGENDER WOMAN
PUTTING GLASSES INTO HER BAG,
AND WHEN I WALKED UP,
SHE THREW THE WHOLE CASE
ONTO ME.
>> AND SHE JUST LEFT?
>> AND SHE RAN OUT,
AND I HAD A BIG CASE
ON TOP OF ME, ON THE GROUND.
>> HOW MANY GLASSES DO YOU
THINK THEY GOT AWAY WITH?
>> FIFTEEN, 20, 25.
>> WHAT-- DIOR SUNGLASSES.
THAT'S NOT CHEAP.
>> THREE TO $500.
>> THREE TO $500.
SO, AT 20-25 PAIRS, I MEAN,
WE'RE TALKING THOUSANDS.
>> YES-- PLUS,
WE HAD MOST OF 'EM BROKEN.
>> CAN STORES POTENTIALLY
GO OUT OF BUSINESS
BECAUSE OF THESE GIRLS?
>> I DON'T THINK IT'S GONNA
PUT ANYONE OUT OF BUSINESS
OTHER THAN ME.
I'M THE ONLY SMALL BUSINESS
AROUND HERE.
>> OKAY, GUYS.
THANK YOU SO MUCH.
>> YES.
>> I WANNA TALK TO ONE OF
THESE GIRLS AND FIND OUT
WHAT'S REALLY GOING ON HERE.
ARE THEY STICKING UP
A MIDDLE FINGER
TO THE RICH ESTABLISHMENT?
OR MAYBE JUST SELLING THE STUFF
TO MAKE A QUICK BUCK.
TO FIND OUT,
I'M GONNA CHECK OUT A MARKET
THAT'S NOTORIOUS
FOR SELLING STOLEN GOODS,
AND SEE IF ANYONE IS GETTING
THEIR LUXURY ITEMS
FROM THE RAINBOW GIRLS.
>> DO YOU SPLURGE?
>> OF COURSE, WITH BOWIE.
>> WHAT DO YOU SPLURGE ON?
OR, WHAT-WHAT-WHAT DOES
DAVID BUY YOU?
>> UH, JEWELRY.
>> MY FIRST BIG, BIG SPLURGE
WAS A FENDI BAG.
IT WAS SO BEAUTIFUL,
BUT I THOUGHT ABOUT IT,
AND THOUGHT ABOUT IT,
AND THOUGHT ABOUT IT.
I DIDN'T ACTUALLY END UP
WEARING IT THAT MUCH,
INTERESTINGLY ENOUGH.
>> MY FIRST SPLURGE FOR MYSELF
WAS MY FIRST BIG CHECK.
I WENT TO LOUIS VUITTON
AND BOUGHT ALL THE SUITCASES,
LUGGAGE.
>> I THINK LUXURY
IS TO GET SOMETHING THAT
YOU REALLY DON'T NEED.
>> WE ALL ASSUME WE WANT
BEAUTIFUL, EXPENSIVE CLOTHES
AND ACCESSORIES,
BUT CAN MOST OF OUR LIFESTYLES
SUPPORT A LUXURY LOOK?
I WANNA TEST IT OUT
ON A TYPICAL NEW JERSEY MOM.
♪
>> COME ON.
I LOVE FASHION.
I DO READ ABOUT ALL
THE LATEST RUNWAY FASHIONS,
AND I WOULD LOVE TO
BE ABLE TO WEAR THEM.
"HI, ALI-- PLEASE ENJOY
"THIS LUXURY OUTFIT THAT
"I'VE SELECTED JUST FOR YOU.
"IN YOUR GARMENT BAG,
"YOU WILL FIND...
"AN ANNA SUI PANTSUIT...
"A MICHAEL KORS FUR VEST...
"AND THE HEELS ARE BY
"CHRISTIAN LOUBOUTIN."
THE RED BOTTOMS--
THAT'S HOW YOU KNOW.
"AND YOUR BAG, OF COURSE,
"IS A BIRKIN."
I'VE NEVER SEEN ONE OF THESE
IN PERSON.
WOW-- THIS IS AWESOME.
IT'S LIKE JOE KNEW
EXACTLY WHAT I WOULD LIKE.
>> MOM, HURRY UP!
>> HERE I COME.
>> MOM, COME ON.
>> I'M COMING, I'M COMING.
[ GRUNTS ]
OFF WE GO, TO THE PARK.
I'LL BE RIGHT THERE.
>> WHOA!
>> HOLD ON, [ INDISTINCT ].
WAIT.
WHEE!
>> MUST BE SOMEBODY
FANCY OR FAMOUS.
>> LET'S GO GET SOME ICE CREAM.
IT'S HOT.
MY FEET ARE KILLING ME.
OH, CAREFUL, CAREFUL,
CAREFUL, CAREFUL!
IT'S VERY EXPENSIVE.
WE HAVE TO BE VERY CAREFUL.
♪
>> I'M DONE.
CAN'T DO IT ANYMORE.
MY FEET ARE KILLING ME.
I'M DONE.
LET'S GO, GUYS.
I STILL FELT LIKE
IT WAS A PRETTY OUTFIT,
AND SOME PEOPLE SAID,
"YOU LOOK SO PRETTY."
BUT, I FELT, LIKE,
JUST HOT AND IRRITABLE.
THESE FABULOUS SHOES--
THE RED CAME OFF THE BOTTOMS.
I DON'T THINK THEY WERE DESIGNED
FOR THE KIND OF DAY THAT I HAD.
>> UNLESS IT COMES WITH A STAFF
OF NANNIES AND DRIVERS,
THAT EXTRAVAGANT WARDROBE
ISN'T BUILT TO LAST.
>> BUT, THANKS, JOE.
I HAD FUN.
>> THE PLEASURE OF SHOPPING.
>> SOME PEOPLE SAY IT'S A RUSH,
LIKE WHEN THEY'VE TAKEN ***.
>> ABSOLUTELY, THIS HAS BEEN
THE MOST ENGAGED.
>> DID SOMEBODY SELL THIS
TO YOU?
NO, NOT POLICE.
IN ONE SECOND,
I TRACKED HER DOWN
IN SOCIAL MEDIA.
I AM THIS CLOSE.
>> SO, LET'S DO AN EXPERIMENT.
I WANNA SHOW YOU
A PICTURE OF SOMETHING,
AND I WANT TO KNOW IF
YOU'LL ACTUALLY BUY IT FROM ME.
>> OH, GOD.
>> OKAY.
>> WHAT DO YOU THINK ABOUT
BUYING THIS CLUMP OF HAIR?
>> GROSS!
>> I WOULDN'T PAY ANYTHING
FOR IT.
>> JOE, I LOVE YOU,
AND YOU'RE, LIKE,
THE GODDESS OF, LIKE, FASHION,
BUT ABSOLUTELY NOT.
>> BUT, WHAT IF I TOLD YOU
THIS CLUMP OF HAIR IS
ACTUALLY FROM ELVIS PRESLEY.
TAKEN FROM HIS HEAD, RIGHT
BEFORE HE ENTERED THE ARMY?
>> OH, IF THAT WERE THE CASE,
THEN I'D-I'D PAY
ALMOST ANY AMOUNT.
I WOULD SAY, "NAME YOUR PRICE."
>> IT'S A PIECE OF MONUMENTAL
HISTORY RIGHT THERE.
GREAT HAIR.
>> I CAN TELL YOU,
A MAN PAID $15,000 FOR THIS
LOCK OF HAIR AT AN AUCTION.
>> FIFTEEN THOUSAND-- WOW.
WELL, I'D-I'D PAY MORE.
>> OKAY, LET'S TRY
SOMETHING ELSE.
HOW MUCH WOULD YOU PAY
FOR THIS BAG?
>> MAYBE 50, IF THAT.
>> MAYBE, LIKE, 225.
>> THIS BAG ACTUALLY CAME
FROM TWO RARE ALLIGATORS,
AND THEN IT WAS
HANDCRAFTED IN ITALY,
WITH A SPECIAL TECHNIQUE
THAT WAS PASSED DOWN
FROM GENERATION TO GENERATION,
FOR OVER 150 YEARS.
>> WOW!
>> THAT'S TRUE?
>> OKAY, THAT CHANGES IT.
>> MAYBE I WOULD ROB A BANK
AND PAY 7,900 FOR IT.
>> DID THAT STORY CHANGE
THE VALUE OF THE BAG FOR YOU?
>> THE STORY WILL
CHANGE THE VALUE.
>> YES, ABSOLUTELY.
>> THE STORY WOULD CHANGE
WHAT I THOUGHT ABOUT THE BAG
BECAUSE THEN THIS BAG
WOULD HAVE A STORY BEHIND IT,
AND IF SOMEONE ASKED ME,
I'D SAY, "OH, WELL,
"THIS BAG WAS MADE FROM TWO
"DIFFERENT ALLIGATORS,"
AND ALL THAT OTHER STUFF
BEHIND IT.
>> THAT'S PART OF THE BAG.
THAT'S PART OF THE STORY.
>> I CAN TELL YOU,
THIS BAG COSTS $28,000.
>> TWENTY-EIGHT THOUSAND?
[ TSKING ]
I JUST CAN'T BELIEVE A PURSE
WOULD COST THAT MUCH.
>> OKAY, NOW I'M SHOCKED.
NO, I WOULD NOT BUY THAT.
>> I'D FIGURE OUT
A WAY TO STEAL IT.
>> WE DON'T ONLY DESIRE
LUXURY FASHION
FOR ITS DESIGN OR QUALITY.
QUITE OFTEN, IT'S A STORY
OR THE MYTH BEHIND THE OBJECT
THAT GIVES IT ITS VALUE.
>> WHEN YOU WALK
INTO AN HERMES STORE,
YOU WANT TO BUY THEIR PRODUCTS
BECAUSE YOU JUST PICTURE
THIS ETOILE OF PEOPLE
STITCHING IT, AND THE HERITAGE.
>> IT GIVES YOU THAT CONFIDENCE
THAT, NUMBER ONE,
YOU'RE PART OF SOMETHING.
>> I WAS ALLOWED INTO
THE HERMES FACTORY,
AND IT BLEW MY MIND.
WATCHING PEOPLE,
WITH THEIR BARE HANDS,
THROUGH THE THICKEST LEATHER.
LIKE, WHOOT-WHOOT-WHOOT.
AND IF THERE WAS A STITCH
OR A MARK OUT OF PLACE,
IT WAS, LIKE, TOSSED IN THE BAG.
>> AND, OF COURSE,
THE ULTIMATE LUXURY SYMBOL
IS THE HERMES BIRKIN BAG.
THE ALLURE OF THE BAG
IS SO COMPELLING,
THAT HERMES CAN CHARGE
NINE TO $150,000.
AND, AT ONE POINT,
HAD A WAITING LIST
OF UP TO SIX YEARS.
DO YOU OWN A BIRKIN BAG?
>> I HAVE MORE THAN ONE.
>> THAT'S THE MARKER.
THAT'S THE TOP OF THE, YOU KNOW,
FOOD CHAIN, RIGHT THERE.
>> IT'S WELL MADE.
IT'S CHIC, IT'S TIMELESS.
>> HOW MANY BIRKIN BAGS
DO YOU HAVE?
>> UH, A LOT-- NO.
MY FIRST ONE THAT I WANTED,
DAVID BOUGHT IT FOR ME.
HE WAS COURTING ME, RIGHT?
SO, WE WERE ON OUR WAY
TO SARDINIA, AND WE WERE
GOING ON THIS YACHT,
AND I TOLD HIM THAT'S WHAT
I WANTED FOR MY BIRTHDAY.
HINT-HINT, RIGHT?
ON MY BIRTHDAY, THE BAG ARRIVED.
[ LAUGHING ]
>> I THINK BIRKIN BAGS
ARE OBSCENE.
WELL, IF YOU GET ONE OF
THE BIRKIN BAGS THAT'S $40,000,
FORTY THOUSAND DOLLARS
CAN COVER HEALTH INSURANCE
FOR A LARGE NUMBER OF PEOPLE.
>> IF YOU LOOK AT A BIRKIN,
THERE IS NO LOGOS.
THERE'S NO TRINKETS
HANGING FROM IT.
THE DESIGN DOESN'T CHANGE.
THAT'S WHY IT HAS REALLY--
IT HAS SURVIVED, YOU KNOW,
AND IT HAS BECOME SOUGHT AFTER.
IT'S A CLASSIC.
>> FASHION INDUSTRY, LOOK.
IT'S JUST LIKE ANY OTHER, UH,
INDUSTRY, WHERE THEY'RE KINDA
TRYING TO MAKE PROFITS,
AND THEY'RE MANIPULATING
PERCEPTIONS.
SO, EVEN THOUGH YOU PLUNK DOWN
THAT TREMENDOUS AMOUNT OF CASH
FOR THIS YEAR'S BAG,
IT'S OUT OF FASHION
WITHIN A-A YEAR.
SO, THAT FORCES YOU THEN
TO GET ANOTHER BAG.
>> THE LEGEND OF
THE RAINBOW GIRLS IS THAT
THERE IS A CREW OF WOMEN...
>> THAT TAKES DOWN HIGH-END
LUXURY STORES IN UNION SQUARE.
>> THEY RECENTLY HIT BURBERRY.
>> THE PRADA STORE.
>> GRABBING WALLETS,
BAGS, SCARVES.
>> DIOR SUNGLASSES.
>> YOU KINDA KEEP AN EYE OUT
FOR THEM, SEE IF YOU CAN,
LIKE, SEE THEM.
>> HELL YEAH.
I'D LOVE TO MEET ONE.
>> I'VE HEARD THAT THE GIRLS
MAY BE SELLING THEIR GOODS
TO MIDDLEMEN, WHO THEN
SELL IT ON TO PEOPLE
WHO WANT LUXURY AT A DISCOUNT.
I'M GOING TO USE
A HIDDEN CAMERA TO CHECK OUT
THE BAY AREA FLEA MARKET
THAT'S RENOWN FOR SELLING
STOLEN GOODS.
MAYBE IF I CAN FIND
THE ITEMS THEMSELVES,
SOMEONE THERE WILL LEAD ME
TO THE RAINBOW GIRLS.
ARE THESE VINTAGE
CHRISTIAN DIOR SUNGLASSES?
I SAW VINTAGE DIOR SUNGLASSES.
THEY WERE REAL.
THEY'RE REAL?
WHERE DO YOU GUYS
GET THEM FROM?
PEOPLE WERE FISHING
DESIGNER MERCHANDISE
OUT OF BACKPACKS,
AND INSIDE BOXES
THAT WERE SHOVED UNDER TABLES.
IS ANYONE SELLING STOLEN THINGS?
IS THAT STOLEN, TOO?
>> DO YOU GUYS HAVE
DESIGNER HANDBAGS?
GUCCI, BURBERRY, PRADA,
TORY BURCH.
LET ME SEE THAT.
THIS IS REAL?
>> UH--
>> NO?
OKAY, HOW MUCH IS IT, THOUGH?
THE PRICE IS INSIDE?
>> YES.
>> I THINK I DEFINITELY SAW
A GUCCI HANDBAG THAT STILL
HAD THE GUCCI PRICE TAG ON IT.
I MEAN, THAT IS AN S-K-U.
THAT'S A SKU NUMBER
THAT DOESN'T EX--
YOU CAN'T MAKE THAT UP.
SO, HOW COME THIS BAG
STILL HAS THE PRICE TAG
FROM THE GUCCI STORE?
DID SOMEBODY SELL THIS TO YOU?
YEAH.
THAT'S UNION SQUARE PRICE.
NO, NOT POLICE-- I'M SHOPPING.
>> IS THAT A REAL, UH,
BURBERRY COAT?
IS IT BRAND NEW,
OR DID SOMEBODY WEAR IT BEFORE?
OH-- WHERE DID YOU GUYS
GET IT FROM THEN,
IF IT'S BRAND NEW?
THERE'S A BURBERRY TRENCH COAT,
THAT IS A CLASSIC
BURBERRY TRENCH COAT,
THAT IS DEFINITELY STILL
FOR SALE IN THE STORE.
OH, YEAH, LOOK.
IT STILL HAS THE PRICE TAG,
SO IT'S BRAND NEW.
I SAW THIS COAT ON UN--
IN UNION SQUARE.
SOMEONE IN UNION SQUARE
TOLD ME THE RAINBOW GIRLS
SELL THEIR STUFF HERE,
AND I CAN FIND A DISCOUNT.
YOU NEVER HEARD OF THEM?
>> NO.
>> THERE'S A SMIRK ON THAT FACE,
AND THERE'S A HESITATION,
AND THERE WAS A LOOK
IN THEIR EYES.
I CAN TELL FROM THAT GLEAM,
THEY KNEW WHAT
I WAS TALKING ABOUT.
AND THAT IS FENCING
STOLEN MERCHANDISE
FROM HIGH-END DESIGNER STORES,
AND THAT'S WHAT THAT STUFF WAS.
THERE'S NO WAY
ANY OF THESE VENDORS
WERE GOING TO LEAD ME
TO THE RAINBOW GIRLS.
SO, I HAVE TO FIND ANOTHER WAY
TO MEET ONE FACE TO FACE,
AND FIND OUT WHAT
MOTIVATES THEIR CRIME.
>> WHAT DO YOU THINK
YOUR LUXURY FASHION
SAYS ABOUT YOU
TO EVERYONE AROUND YOU?
>> I WOULD HOPE THAT IT SAYS
THAT I CARRY MYSELF WELL.
>> I THINK THAT YOU'RE REALLY
TRYING TO SEND THIS OUT
TO THE WORLD THAT--
YEAH, I GUESS, A LITTLE BIT,
YOU'VE MADE IT.
>> IT SIGNALS TO YOUR PEERS
THAT YOU'RE INTELLIGENT.
YOU ARE ABSOLUTELY
THE KIND OF QUALITY PERSON,
AS THE PRODUCTS
YOU'RE PUTTING ON YOUR BACK.
>> WHEN I WAS YOUNGER,
WHEN IN MY 20's,
I WOULD BUY THINGS
JUST TO SHOW MY STATUS.
THIS IS WHAT I CAN NOW EARN.
THIS IS MY EARNING POWER.
>> WE TEND TO THINK OF LUXURY
AS BEING ABOUT MONEY AND STATUS.
IT'S PARTLY A QUESTION
OF COMPETITIVENESS.
PEOPLE WANT TO ONE-UP
THEIR PEERS.
SHOES AND HANDBAGS
BECOME THE STATUS SYMBOL.
>> ESPECIALLY NOWADAYS,
WITH SELFIES AND OUR CULTURE
OF IMMEDIATELY SHOWING
THE WORLD WHAT YOU BOUGHT.
>> THE LAST FEW YEARS,
THERE'S A PHENOMENON CALLED
"THE HAUL VIDEO,"
WHERE TEENAGE GIRLS,
FOR THE MOST PART,
MAKE YOUTUBE VIDEOS OF
THE STUFF THAT THEY'VE BOUGHT.
>> THIS IS MY BAG, AND THIS IS
A MARC BY MARC JACOBS
CROSSBODY BAG.
>> THIS IS THE BIRKIN 35,
WITH THE GOLD HARDWARE.
>> IT'S A POWER GAME.
IT'S A POWER GAME.
I HAVE THE MOST EXPENSIVE THING.
>> I CAN'T WAIT TO SPORT IT.
>> AND THIS HAS TAKEN ON
SUCH A FERVOR
THAT MANUFACTURERS ARE
PAYING THESE GIRLS TO DO THIS.
>> ISN'T THIS JUST SO GORGEOUS?
>> HERE IS MY
[ INDISTINCT ] BAG.
I HAVE IT IN THE ORANGE COLOR.
>> THERE'S A COMPETITION
TO SEE WHO CAN SPEND MORE
AND WHO CAN, KIND OF,
OUTDO ONE ANOTHER.
IF YOU'RE WEARING
A-AN HERMES BRACELET,
PEOPLE NOTICE.
>> ALL THESE PRESSURES
ARE MAKING IT ALMOST
IMPOSSIBLE TO RESIST.
IT'S ALWAYS PEER PRESSURE,
AND IT'S SOMETHING YOU WANT,
AND IT'S SOMETHING
YOU THINK IS IMPORTANT.
>> THERE'S A LOT OF
PEER PRESSURE IN FASHION,
TO EMBRACE THE LUXURY LIFESTYLE.
>> I WANTED TO KNOW EXACTLY
HOW MUCH PEER PRESSURE IT TAKES
FOR SOMEONE TO PLUNK DOWN
A LOT OF MONEY FOR LUXURY.
SO, I DEVISED
A LITTLE EXPERIMENT.
>> OOH.
>> YOU SHOULD GET THEM.
>> ARE YOU INSTAGRAMMING
THE SHOES?
>> SO COOL.
>> I PUT TOGETHER
AN EXCLUSIVE SAMPLE SALE.
ALONGSIDE DESIGNER CLOTHING,
WE PLANTED SOME REAL
RED HERRINGS.
WE RIGGED THE ROOM
WITH HIDDEN CAMERAS,
INVITED WOMEN WHO LOVE FASHION,
AND THEN WATCHED TO SEE
IF THEY COULD BE CONVINCED
BY MY TEAM THAT THESE ITEMS
WERE THE LATEST MUST-HAVES.
FIRST UP, 27-YEAR-OLD,
ELISABETH.
WE'RE GOING TO TRY TO
GET ELISABETH TO FALL
FOR THAT CHICKEN BAG.
>> OH, MY GOSH-- A CHICKEN BAG.
>> IS THAT A CHICKEN BAG?
>> RIHANNA WORE THAT LAST WEEK.
>> YEAH.
>> YEAH, I SAW IT ON
RIHANNA'S INSTAGRAM FEED.
>> YEAH.
[ LAUGHING ]
>> I'M KIND OF IN LOVE WITH IT.
>> OH, SHE'S TRYING IT ON.
>> THEY'RE SO GREAT.
>> HELLO.
>> I'M-I'M DYING RIGHT NOW.
>> I ACTUALLY WANTED TO SEE
IF PEOPLE'S BUYING DECISIONS
COULD BE SWAYED BY A GROUP.
WHEN I WALKED IN, I SAW YOU
CARRYING THE CHICKEN BAG.
>> I PICKED IT UP
BECAUSE THE COOL KIDS
WHO WERE IN THE ROOM WITH ME
WERE ALL OBSESSED WITH IT,
AND I THOUGHT MAYBE THEY'RE
SEEING SOMETHING THAT I DON'T.
PEER PRESSURE.
>> PEER PRESSURE-- DID IT WORK?
>> YEAH.
I THOUGHT, UNTIL TODAY,
THAT I HAD A GOOD SENSE OF
MY PERSONAL STYLE, BUT, UM,
MAYBE I'M EASILY SWAYED
BY OTHER PEOPLE'S OPINION.
>> NEXT UP, IS UNSUSPECTING
26-YEAR-OLD, NICKY.
HOW MANY OF OUR ITEMS
WILL NICKY FALL FOR?
>> HOW MUCH IS THAT?
>> UM... 75.
>> WE HAVE ONE MORE.
>> STEAL.
>> THAT'S KIND OF A STEAL,
RIGHT?
>> YES.
>> OH, MY GOSH!
>> WAIT-- AREN'T THESE INSANE?
>> SHE NEEDS TO TRY THEM ON.
SHE NEEDS TO TRY THEM ON-- YES.
>> WAIT-- TRY THEM ON.
LOOK AT HOW CUTE THEY ARE, TOO.
>> NO.
>> GET HER TO TRY
THE HAIRY PANTS.
>> THEY JUST GOT SHOT
FOR THE SEPTEMBER COVER.
>> SHE'S GOING FOR IT.
SHE'S LOOKING FOR THE LABEL.
>> DO YOU MIND?
>> all: NO.
>> GO TO TOWN.
>> SHE LOOKS RIDICULOUS.
>> YEAH, THEY'RE GREAT, RIGHT?
>> I NEED TO PUT A STOP TO THIS.
>> HI.
I WAS JUST ABOUT TO
TAKE MY PANTS OFF.
>> YOU'RE STANDING THERE
IN HAIRY PANTS.
[ LAUGHTER ]
>> HAVING ALL THOSE PEOPLE
KIND OF PUSH THE PRODUCT
DEFINITELY MADE ME THINK ABOUT
BUYING THE GORILLA PANTS,
WHICH IS SOMETHING
I PROBABLY WOULDN'T DO.
>> IN THE END,
OUR EXPERIMENT WORKED.
GIVEN ENOUGH PEER PRESSURE,
NORMALLY DISCERNING
FASHION LOVERS WERE CONVINCED
TO BUY NOT SO LUXURIOUS ITEMS.
SO, LOOK AT EVERYTHING THAT
YOU CHOSE FROM THE SAMPLE SALE,
THAT YOU'RE GONNA BUY.
>> OH, YEAH-- OKAY.
>> COMPLETE STRANGERS TOLD YOU
THIS OUTFIT IS FABULOUS,
AND YOU WERE GOING TO BUY IT.
>> THE RAINBOW GIRLS--
DO YOU AGREE WITH
WHAT THEY'RE DOING?
IS IT GOOD OR BAD?
>> MY MORALS SAY IT'S BAD,
BUT MY INSTINCTS SAY
THAT IT'S NOT SO BAD.
>> IT'S BAD BECAUSE,
LEGITIMATELY, THEY SHOULD BE
ABLE TO PAY FOR THE THINGS
THAT PEOPLE HAVE WORKED
REALLY HARD FOR.
>> TRULY, IT'S BAD.
I MEAN, THEY-THEY'RE ROBBING
AND STEALING FROM STORES.
>> I DEFINITELY HAVE
SOME FRIENDS WHO THINK
WHAT THEY'RE DOING IS
ABSOLUTELY FANTASTIC.
>> IT'S KIND OF ADVENTUROUS
AND KINDA STICKING IT TO,
YOU KNOW, HIGH FASHION
A LITTLE BIT.
>> KIND OF THE COUNTER-SIDE
OF CAPITALISM.
A LITTLE BIT OF VENDETTA.
>> IT'S FASCINATING TO ME
THAT SOME PEOPLE HERE THINK
WHAT THE RAINBOW GIRLS
ARE DOING IS GREAT.
HAVE THEY TAPPED INTO SOME
RESENTMENT TOWARD LUXURY BRANDS?
I'M GOING TO MEET A BLOGGER
WHO'S BEEN OUTSPOKEN,
IN SUPPORT OF THEM.
HI-- I'M JOE.
>> ERIN.
>> HI, ERIN-- NICE TO MEET YOU.
>> YEAH, YOU, TOO.
>> WHAT IS IT
THAT THEY'RE DOING?
I MEAN, WHAT DO YOU THINK
THAT THEIR BIG AGENDA IS?
>> I DON'T KNOW EXACTLY,
LIKE, HOW THEY IDENTIFY
AND IF THEY HAVE
SOME KIND OF AGENDA.
BUT, TO ME, WHAT THEY REPRESENT,
IS JUST KINDA CAPITALISM
IMPLODING ON ITSELF.
>> I THINK WOMEN TODAY,
IN GENERAL, ARE BEING HELD BACK
BY THE FASHION WORLD.
THAT, LIKE, THIS DEMAND
FOR THESE LUXURY GOODS.
YOU HAVE TO CARRY THE "IT" BAG.
YOU HAVE TO SPEND $3,000
ON A BAG, A THOUSAND DOLLARS
ON A PAIR OF SHOES,
OR YOU'RE NOT--
YOU DON'T HAVE VALUE.
YOU DON'T WORTH.
I MEAN, IS THAT WHAT YOU THINK?
>> YEAH, I MEAN, I THINK
THAT'S WHAT, LIKE,
MEDIA IS TELLING US,
HOW THE MODERN WOMAN TODAY
IS SUPPOSED TO BE INDEPENDENT
AND POWERFUL,
AND THAT'S KIND OF SEEN THROUGH
HOW MUCH YOU CAN BUY
AND HOW MUCH YOU CAN CONSUME,
AND IF YOU CAN LIVE THIS, LIKE,
GLAMOROUS CELEBRITY LIFESTYLE.
SO, THERE'S A LOT OF PRESSURE
TO BE LIKE THAT.
AND SO, THE RAINBOW GIRLS,
THEY'RE TAKING THAT IDEA,
AND INSTEAD OF EMPOWERING
THEMSELVES THROUGH BUYING,
THEY'RE JUST GOING AND
TAKING THINGS FOR THEMSELVES
AND MAKING A HUGE STATEMENT.
>> I THINK THE COUNTER-ARGUMENT
WOULD BE THAT, YOU KNOW, YES,
PRADA, BURBERRY, WHOEVER IT IS,
DO MAKE THINGS THAT
ARE TOO EXPENSIVE,
SO NOT EVERYONE CAN AFFORD IT.
BUT, IF YOU CAN'T AFFORD IT,
THAT DOESN'T GIVE YOU LICENSE
TO COME IN AND JUST TAKE IT
AND WALK OUT.
>> I KINDA THINK IT DOES,
IF YOU'RE MAKING
A LARGER STATEMENT.
LIKE, I'M A LAW-ABIDING PERSON,
BUT I-I SUPPORT PEOPLE
BREAKING THE LAW
TO MAKE A LARGER STATEMENT
ABOUT SOCIETY.
>> ERIN, THANK YOU SO MUCH.
>> YEAH.
>> THERE'S NO QUESTION
THAT THESE GIRLS ARE FEEDING
AN ANTI-LUXURY SENTIMENT.
BUT WITHOUT SPEAKING TO THEM
MYSELF, I'LL NEVER KNOW
IF THAT'S WHAT DRIVES THEM
TO TARGET DESIGNER BRANDS.
I DECIDED TO GO TO THE ONE
SOURCE THAT HAS MET THE GIRLS
IN PERSON, THE POLICE.
>> HI, JOE.
>> HOW ARE YOU?
>> I'M GOOD-- HOW ARE YOU DOIN'?
>> HI-- YOU'RE SERGEANT...
>> GEORGE.
>> NICE TO MEET YOU.
>> NICE TO MEET YOU.
HAVE A SEAT.
>> OKAY, THANK YOU.
I WAS ACTUALLY INTERESTED IN
TALKING ABOUT THE RAINBOW GIRLS.
>> OKAY.
>> HOW MANY TIMES
HAS THIS OCCURRED?
>> IT'S, LIKE, EVERY OTHER DAY.
>> IT'S EVERY OTHER DAY?
>> YES.
>> BUT THAT'S HAPPENING
ALMOST EVERY OTHER DAY,
THAT YOU GUYS KNOW ABOUT.
DO YOU THINK IT'S HAPPENING
MUCH MORE THAT SHOP OWNERS
AREN'T EVEN REPORTING IT?
>> CORRECT.
THERE'S ONE STORE THAT SAID
THAT THEY DO NOT REPORT IT.
THEY'RE NOT GONNA PROSECUTE
BECAUSE THEY DON'T WANT
THEIR CUSTOMERS TO FEEL LIKE
THEY'RE WATCHING THEM LIKE THAT.
>> SO, MAYBE THE LOSS
IS NOT A PRIORITY FOR THEM.
>> EXACTLY.
IT'S A PRIORITY FOR US.
>> SO, IF I WANT TO LEAVE
YOUR OFFICE RIGHT NOW,
WITH A SOLID LEAD ON HOW
I CAN FIND A RAINBOW GIRL,
WHAT DO I DO?
>> WELL, WE HAVE ARRESTED
SEVERAL OF THE GIRLS,
AND THAT INFORMATION
IS PUBLIC RECORD.
AND SO, THAT'D BE EASY
FOR YOU TO OBTAIN.
>> OKAY, I'M GONNA START WITH
THAT-- THANK YOU VERY MUCH.
YOU GUYS ARE
A WEALTH OF INFORMATION.
THE INSPECTOR HAD GIVEN ME
THE ARREST RECORDS
OF A PREVIOUSLY BOOKED
RAINBOW GIRL.
THAT WAS A GREAT LEAD BECAUSE,
ON THE RECORDS, WAS THE ADDRESS
OF ONE OF THESE GIRLS.
SO, RIGHT NOW, I'M GOING TO
KNOCK ON THAT DOOR,
AND, HOPEFULLY,
SHE'S GONNA BE HOME.
BECAUSE I REALLY WANNA HEAR
STRAIGHT FROM THEM
WHY THEY DO THIS.
IS IT A LOVE
FOR LUXURY FASHION,
OR DO THEY JUST WANNA
MAKE A QUICK BUCK?
[ KNOCKING ON DOOR ]
I GET TO THE DOOR.
I KNOCK SEVERAL TIMES.
I RING THE BELL.
IT DOESN'T LOOK LIKE
ANYBODY'S HOME.
AND I'D EVEN LOOKED
AT THE NEIGHBORING HOUSES,
AND I KNOCKED ON
HER NEIGHBOR'S DOOR.
DO YOU KNOW [deleted]?
DO YOU KNOW [deleted],
WHO LIVES NEXT DOOR?
I'M TRYING TO FIND HER.
DOES SHE LIVE THERE?
>> NO.
>> OKAY, THANK YOU.
SO, I LEFT A NOTE,
A COPY OF "ELLE" MAGAZINE,
AND I SAID I WANTED
TO SPEAK TO HER,
AND I'M HOPING SHE CALLS.
I HAVE TO DIG UP INFORMATION
ON THIS GIRL, AND I THOUGHT,
"YOU KNOW WHAT-- IF I COULD
"JUST FIND HER ONLINE,
"I THINK THAT WOULD HELP ME
"BETTER UNDERSTAND HER."
AND, IN ONE SECOND,
I TRACKED HER DOWN
IN SOCIAL MEDIA.
IN HER PUBLIC PROFILE,
I CAN PULL UP EVERY
SINGLE PICTURE OF HER.
SHE HAS RAINBOW COLORED BRAIDS.
EXACTLY WHAT EVERYBODY
WAS TALKING ABOUT.
BUT, BEYOND THAT,
SHE'S GOT BIG, BOLD PICTURES
OF STOLEN MERCHANDISE.
I SEE LOUIS VUITTON GLOVES
AND A SCARF,
WITH PRICE TAGS ON IT.
RALPH LAUREN MERCHANDISE
WITH PRICE TAGS ON IT.
DESIGNER JEANS
WITH PRICE TAGS ON IT.
AND, WHAT SHE'S GONNA CHARGE,
AND SHE'S PUTTING SIZES
NEXT TO IT.
I MEAN, THIS IS HER STORE.
YOU WANNA TALK ABOUT
THIS NEW GENERATION OF THIEVES.
THEY'RE GONNA SELL AND FENCE
STOLEN MERCHANDISE
ON SOCIAL MEDIA.
THIS GIRL'S IN BUSINESS,
AND SHE'S NOT SCARED.
I AM THIS CLOSE.
I'M DETERMINED TO MEET
A RAINBOW GIRL, FACE TO FACE.
>> TELL ME ABOUT
A LUXURY ITEM YOU BOUGHT,
AND WHAT YOU WERE FEELING
WHEN YOU GOT IT.
>> I BOUGHT A TOM FORD TUXEDO.
IT WAS, LIKE, AFTER
A REALLY HARD BREAK-UP.
IT DID MAKE ME FEEL BETTER.
>> THOSE EXPENSIVE ITEMS
DO MAKE YOU FEEL REALLY GOOD.
>> IT DOES KINDA
GIVE YOU A RUSH.
>> IT DOES MAKE ME FEEL HAPPY.
IT DOES MAKE ME
FEEL JOYOUS ABOUT IT.
>> PURE EXHILARATION.
>> SOME BOYS GO TO OVEREATING.
I GO TO, YOU KNOW, SHOPPING.
>> DARE WE SAY THAT
THERE'S AN EMOTIONAL ASPECT
TO ALL OF THIS?
BUT, OF COURSE THERE IS.
>> THERE SEEMS TO BE A LOT
OF PSYCHOLOGICAL RESEARCH
THAT SAYS THAT PEOPLE GET
THAT KIND OF ENDORPHIN RUSH.
THEY-THEY FEEL REALLY GOOD
AND ALMOST HIGH FROM SHOPPING.
>> SOME PEOPLE SAY IT'S A RUSH
LIKE THEY'VE HAD WHEN
THEY'VE TAKEN ***.
AND WE KNOW THAT PLEASURE
CENTERS IN THE BRAIN LIGHT UP
WHEN PEOPLE ANTICIPATE
THIS KIND OF PLEASURE.
THE PLEASURE OF SHOPPING.
>> IT IS A NARCOTIC FEELING
TO BE AROUND
ALL THAT LUXURY GOODS,
AND YOU-YOU LOSE YOUR MIND.
YOU START TO THINK,
"I NEED TO GO SHOPPING."
YOU KNOW?
"I NEED TO KEEP UP WITH THIS."
IT-IT HAS A QUITE
TRANSFORMATIVE EFFECT ON YOU,
AND NOT FOR THE BETTER.
>> ISN'T THAT WHY WE ACQUIRE?
ISN'T THAT WHY WE BUY?
ISN'T THAT WHY WE SHOP?
TO BE HAPPY?
>> SOME SCIENTISTS SAY
THAT THE LOVE OF LUXURY
IS LIKE *** ATTRACTION--
A CHEMICAL REACTION IN THE
BRAIN THAT YOU CAN'T CONTROL.
WELL, I WANTED TO SEE
IF THAT WAS TRUE,
SO I TURNED THE "ELLE" OFFICES
INTO A LABORATORY
FOR THIS EXPERIMENT.
I INVITED DR. CARMINE,
AN APPLIED PSYCHOPHYSIOLOGIST.
>> WELL, HAVE A SEAT.
WE'RE GONNA BE PUTTING
THIS CONTRAPTION ON YOU.
WE'RE GONNA MONITOR
YOUR BRAINWAVES.
>> TO CREATE A SERIES
OF EXPERIMENTS TO TEST
HOW OUR BRAIN RESPONDS
TO ORDINARY ITEMS
VERSUS LUXURY ITEMS.
WE ASKED THREE FASHION LOVERS
TO PARTICIPATE.
>> I'M A RECOVERING SHOPAHOLIC.
>> I DEFINITELY GET EXCITED
ABOUT HIGHER-END ITEMS.
>> I HAVE A DIAGNOSED
SHOPPING ADDICTION.
>> WE'RE GOING TO REVEAL
A SERIES OF ITEMS
FROM BEHIND A CURTAIN.
WHEN OUR SUBJECT SEES THEM,
OUR MONITORS WILL SHOW US
THE BRAIN'S INSTANT REACTION.
GREEN WILL DEMONSTRATE
A SMALL STIMULATION,
YELLOW FOR MODERATE ENGAGEMENT,
AND RED FOR FULL-ON EXCITEMENT.
TO GET A BASELINE READING,
WE STARTED WITH SOMETHING
TOTALLY BORING.
>> THAT'S A QUICK ENGAGEMENT.
MOSTLY, WE'RE SEEING
A LITTLE BIT MORE
OF A DISENGAGEMENT.
>> LET'S KICK IT UP A NOTCH.
HOW ABOUT A SHIRTLESS GUY?
[ GIGGLING ]
>> THERE WASN'T
AN IMMEDIATE STIMULUS.
>> HOW ABOUT A HOT
SHIRTLESS GUY?
>> WE DEFINITELY SEE
AN IMMEDIATE RESPONSE
THAT IS STILL LASTING,
EVEN AS I SPEAK.
THUS FAR, ABSOLUTELY,
THIS HAS BEEN THE MOST ENGAGING.
THE MOST STIMULATING.
>> NOW, LET'S MOVE ON
TO FASHION.
WILL OUR SUBJECTS REACT LIKE
THEY DID TO THE POTTED PLANT,
OR THE MODEL?
>> THERE ACTUALLY WAS
QUITE A BIT OF BETA ACTIVITY,
RIGHT OFF THE BAT.
SO, WE'RE DEFINITELY LOOKING
AT TRIGGERING IN THE, UH,
ATTENTION AREAS OF-OF THE BRAIN.
>> NEXT UP, WE PUT BARGAIN
AND LUXURY ITEMS SIDE BY SIDE,
TO SEE IF THERE'S
ANY DIFFERENCE IN RESPONSE.
>> ALL RIGHT, GUYS, FIRST ONE.
WE SAW A LITTLE BIT
OF A SPIKE FOR A-A MOMENT.
AND NOW, LET'S SEE NUMBER TWO.
THERE WAS A STIMULUS THERE.
FROM THE FIRST ITEM
TO THE SECOND,
THERE WAS DEFINITELY MORE OF
A REACTION TO THE SECOND ITEM.
SHOW ITEM NUMBER ONE.
THE FIRST ITEM ACTUALLY
DID HAVE A STIMULUS.
JUST WAS SMALL.
AND ITEM NUMBER TWO.
SO, THERE WAS A INITIAL
REACTION OF THINKING,
"OH, INTERESTING.
"OH, I LIKE THAT."
AGAIN, MORE OF A REACTION
TO ITEM NUMBER TWO.
>> FOR OUR FINAL EXPERIMENT,
WE PUT SPECIAL GOGGLES
ON OUR SUBJECTS THAT SHOW US
EXACTLY WHAT THEY'RE LOOKING AT.
WE GAVE OUR WOMEN
EXCLUSIVE ACCESS
TO THE FASHION PLAYGROUND
THAT IS THE "ELLE" CLOSET,
AND TOLD THEM TO SEEK OUT
THEIR IDEAL OUTFIT.
>> THIS MAY BE A WHILE.
>> WELL, YOUR BRAINWAVE
EXCITEMENT IS THROUGH THE ROOF.
JUST SO YOU KNOW.
>> WELL, THIS IS MY FAVORITE
THING IN THE WHOLE WORLD.
SO, I'M NOT SURPRISED.
>> WE DEFINITELY SAW
THAT LUXURY ITEMS,
JUST LIKE *** ATTRACTION
AND SHOPPING,
EVOKE AN IMMEDIATE
PRIMAL REACTION IN OUR BRAIN.
A REACTION THAT,
FOR A LOT OF US,
COULD BE PRETTY HARD TO CONTROL.
>> ALL RIGHT, YOUR EXCITEMENT
HAS NOT COME DOWN AT ALL.
>> OKAY, SO,
WHAT WOULD YOU SAY TO HER,
IF YOU CAME FACE TO FACE
WITH A REAL RAINBOW GIRL?
>> I'D, LIKE, HOLD MY PURSE
REALLY TIGHTLY AND PROBABLY
BE A LITTLE NERVOUS.
>> EVERY GIRL'S KINDA SHOPLIFTED
ON THEIR OWN, LIKE, SCALE.
HAVING GIRLS THAT
PROFESSIONALLY DO IT,
IT'S LIKE, "HOW DO THEY DO IT?"
>> I'D BE LIKE,
"WHAT SPARKED THIS IDEA?"
>> I WOULD MAYBE ASK THEM
TO TRY SOMETHING ELSE.
>> WAS IT ORGANIZED?
DID SOMEONE COME TO YOU
AND TELL YOU, LIKE,
A PLAN OF ATTACK?
>> UP UNTIL NOW,
I'VE HAD A LOT OF QUESTIONS
ABOUT THE RAINBOW GIRLS.
ARE THEY GIVING A BIG "EFF YOU"
TO HIGH FASHION,
OR JUST CASHING IN
ON OUR DESIRE FOR LUXURY?
TODAY, I MIGHT FINALLY
GET SOME ANSWERS.
I'M HERE AT THE SAN FRANCISCO
COURTHOUSE BECAUSE
I GOT A GREAT LEAD.
TWO GIRLS THAT THE POLICE
BELIEVE ARE PART OF
THE RAINBOW GIRLS GANG
HAVE BEEN BOOKED AND ARRESTED.
THIS IS THE ONE CHANCE I GET
TO BE IN THE SAME ROOM
WITH THEM.
I WON'T GET TO SPEAK
TO THEM DIRECTLY,
BUT AT LEAST MAYBE I CAN
TRY TO GET SOME OF THE ANSWERS
I'VE BEEN LOOKING FOR.
>> COME TO ORDER.
[ INDISTINCT ] NOW
BACK IN SESSION.
>> 601 AND 602.
>> FOR ME, THE RAINBOW GIRLS
HAVE BEEN LEGEND.
THEY'RE PEOPLE THIS CITY
WAS GLAMORIZING.
SITTING IN THAT COURTROOM,
I REALIZED THE REALITY
IS FAR DIFFERENT.
>> THERE'S NOTHING GLAMOROUS
ABOUT TWO YOUNG, YOUNG GIRLS
STANDING THERE, IN THEIR ORANGE
JAILHOUSE SWEATS,
AND TURNING AROUND
AND MOUTHING TO THEIR MOTHERS
THAT THEY WANT HELP
AND THEY WANNA GET OUT OF HERE.
>> THANK YOU, YOUR HONOR.
[ COLLECTIVE CHATTER ]
>> THE GIRLS' MOTHERS
WERE IN COURT, AND ONE OF THEM
AGREED TO SPEAK WITH ME.
CATHY, YOU LOOK REALLY BEATEN
UP BY THIS WHOLE PROCESS.
>> YEAH, JUST-IT'S TIRESOME.
IT'S-IT'S STRESSFUL.
AND I TRY TO TELL HER,
YOU KNOW, TO, YOU KNOW,
WALK A STRAIGHT AND NARROW.
BE-- YOU KNOW,
DO THE RIGHT THING.
SOMETIME, I FEEL LIKE
THEY NEED TO, YOU KNOW,
PAY FOR WHAT SHE DONE.
>> YOU THINK SHE NEEDS
TO LEARN A LESSON?
>> I NEED-THINK SHE NEEDS
TO LEARN HER LESSON.
>> HOW MANY TIMES
HAS IT HAPPENED BEFORE?
>> ONCE.
>> ONE TIME?
HOW DOES A GOOD GIRL
END UP IN THAT SITUATION,
THAT WOULD EVEN ATTEMPT TO--
>> SHOVEL, YEAH.
>> SHOVEL $3,000 WORTH
OF UNDERWEAR INTO HER BAG?
>> SOMEBODY PROBABLY
GOT AWAY WITH IT.
"GIRL, IT'S COOL.
"YOU KNOW, WE CAN DO THIS,
"AND IT'S COOL."
YOU KNOW, MAYBE SHE MIGHT THINK
SHE CAN GET AWAY WITH IT, TOO.
>> I MEAN, WHERE DOES IT END,
THOUGH?
>> IT ENDS WITH HER.
>> DO YOU THINK THAT,
IF YOUR DAUGHTER IS RELEASED,
THAT I COULD SIT DOWN
AND SPEAK WITH HER?
>> SURE.
>> I'VE GOT INFORMATION
THAT ONE OF THE GIRLS
IS GOING TO MAKE BAIL
AND GET OUT TODAY.
I'M ARRANGING TO MEET UP
WITH HER AND HEAR THE TRUTH
ABOUT WHAT LIES BEHIND
THE RAINBOW GIRLS' LIFE.
>> HOW MUCH IS TOO MUCH?
CAN YOU EVER HAVE
TOO MUCH LUXURY?
>> THERE COMES A TIME WHEN THIS,
SORT OF, CHASING LUXURY
BECOMES ALMOST IMMORAL.
>> SHOPPING SPREES
THAT ARE OVER, LIKE,
HUNDREDS OF THOUSANDS ON STUFF.
>> WATCHING THESE WOMEN BUYING,
YOU KNOW, $1,200 CRIB BLANKETS
FOR THEIR KIDS.
>> I THINK A $30,000 BAG
IS A LITTLE RIDICULOUS,
'CAUSE YOU CAN GET ONE THAT'S
JUST AS GORGEOUS FOR $1,000.
>> THAT'S JUST WAY TOO MUCH.
>> LUXURY AND EXCESS DO
KIND OF GO HAND IN HAND.
WE TEND TO THINK,
"OH, IT'S EXCESSIVE IF YOU
"HAVE MORE THAN WHAT'S NORMAL
"FOR THE AVERAGE PERSON."
YOU'RE NOT ENTITLED TO MORE
JUST BECAUSE YOU'RE, YOU KNOW,
A QUEEN OR A KARDASHIAN.
>> WITH ALL BUYING
AND CONSUMING,
IT'S A VERY FLEETING FEELING,
AND THAT'S WHY
YOU NEED TO DO IT AGAIN.
>> IT'S NOT NEW OR SPECIAL
ANYMORE, SO YOU HAVE TO
GO BACK FOR MORE.
>> EXCESS IS ALL AROUND,
AND YOU CAN NEVER GET ENOUGH
OF WHAT YOU DON'T REALLY NEED.
>> I FOLLOW VICTORIA BECKHAM'S
ACTUAL BIRKIN COLLECTION.
IT'S LIKE THE, UH,
GDP OF A SMALL NATION.
IT'S SHOCKING TO ME.
I THINK THAT ANYONE WHO SPENDS
TONS AND TONS OF MONEY
ON THINGS LIKE THAT
IS JUSTIFIABLY CRITICIZABLE.
>> YOU HAVE ALL THESE CONSUMERS
WHO ARE LOOKING AT MAGAZINES,
YOU KNOW, AND THE, YOU KNOW,
THE WEEKLIES, AND THEY SEE ALL
THESE CELEBRITIES EVERY DAY
WITH A DIFFERENT BAG,
WHICH IS 7,000 HERE,
THREE THOUSAND HERE, 5,000,
AND THEY WANT TO
BE PART OF THAT.
BUT I THINK IT JUST GOES
A LITTLE BIT OVERBOARD.
>> WE'RE SORT OF FED THIS, LIKE,
"HAVE THIS WONDERFUL LIFESTYLE.
"IT'S ACTUALLY WITHIN
"YOUR REACH," WHEN IT IS
ABSOLUTELY NOT WITHIN
YOUR REACH.
WE HAVE TO GET TO A PLACE
WHERE WE'RE NOT RELYING ON
WHAT WE BUY TO GIVE US
OUR SENSE OF SELF, AND OUR,
YOU KNOW, SENSE OF POWER.
>> THERE IS AN INCREASING
DISPROPORTION BETWEEN
WHAT THE "HAVES" HAVE
AND WHAT THE "HAVE-NOTS" HAVE,
AND THAT KIND OF SITUATION
CAN ONLY LAST FOR SO LONG.
>> WE COULD REALLY DESTROY
OURSELVES, FROM EXCESS.
>> AN ACCUSED RAINBOW GIRL
HAS JUST POSTED BAIL
AND AGREED TO TALK TO ME.
I'M HOPING SHE CAN SHED LIGHT
ON ALL THESE RUMORS AND MYTHS.
JASMINE?
>> HI.
>> HI, I'M JOE-- HOW ARE YOU?
>> HI-- FINE.
>> FIRST OF ALL, I HAVE TO SAY,
YOUR MOM GOT YOU OUT ON BAIL.
>> YEAH.
>> SO, WHAT'S IT LIKE?
YOU'RE FREE.
>> I FEEL SO MUCH BETTER.
>> WERE YOU GUYS TAKING STUFF?
>> YEAH.
>> WHY DO YOU TAKE THE STUFF?
>> YOUR FRIENDS DO IT,
SO YOU WANNA DO IT.
YOU KNOW, STUFF LIKE THAT.
>> PEER PRESSURE.
>> YEAH.
>> WHAT WERE YOU GONNA DO
WITH IT ALL?
>> SELL IT.
>> GUCCI BAG IS $3,000.
HOW MUCH COULD YOU TAKE HOME,
IF YOU SOLD IT?
>> TWENTY-TWO HUNDRED.
>> TWENTY-TWO HUNDRED?
WOW!
WHO YOU SELLING THAT BAG TO?
>> ANYBODY.
IT-I'M TELLING YOU, LIKE,
A LOT OF PEOPLE WANT STUFF,
YOU KNOW?
>> AND THEN, DO YOU FEEL BAD
THE STORE LOSES A BAG?
>> NO.
>> HOW COME?
>> THEY GOT MORE.
>> SO, RIGHT NOW,
IF YOU HAD TO PICK
THE NUMBER ONE BRAND
THAT YOU COULD MAKE
THE MOST MONEY FROM,
WHAT WOULD THAT ONE BE?
>> CHANEL.
>> ARE THEY EASY TO STEAL FROM?
>> NO.
>> WHY?
>> BECAUSE THEY HAVE A SECURITY
BY THE DOOR, WITH A GUN.
>> I FLEW ALL THE WAY HERE
FROM NEW YORK BECAUSE
I WAS READING A STORY ONLINE
ABOUT THE RAINBOW GIRLS.
>> MMM-HMM.
>> HAVE YOU EVER HEARD OF THEM?
>> YEAH-- BASICALLY, IT'S JUST
LIKE WHAT OTHER PEOPLE,
LIKE, THE STORES
AND EVERYONE DOWNTOWN,
THEY LABEL YOU AS THAT.
NOBODY CALL THEIRSELF
THE RAINBOW GIRLS.
>> BUT WHAT IS IT-- IS IT JUST
A GROUP OF GIRLS THAT STEAL?
>> YEAH, BASICALLY.
LIKE, HIGH QUALITY STUFF.
>> LIKE HERMES?
>> GUCCI, OR PRADA,
OR STUFF LIKE THAT.
>> WHY DO YOU THINK THERE'S
SO MANY PEOPLE THAT HAVE
TO HAVE A GUCCI BAG,
THAT THEY'LL DO ANYTHING
TO PAY A CHEAPER PRICE FOR IT?
>> BECAUSE, LIKE,
GUCCI IS REALLY EXPENSIVE,
SO SOME PEOPLE REALLY
CAN'T AFFORD IT.
SO, THEY'D RATHER, YOU KNOW,
GET IT FROM SOMEBODY
OFF THE STREET.
>> SO, WHAT DO YOU DO
IF YOU CAN'T AFFORD IT?
>> FROM NOW ON,
I'LL WORK FOR IT.
>> NO MORE RAINBOWING?
>> NO.
>> I APPRECIATE FOR HELPING ME
ANSWER THAT QUESTION.
>> YOU'RE WELCOME.
>> THAT WAS SUCH
A REALITY CHECK FOR ME.
THAT THE IDEA OF RAINBOW GIRLS
WAS FOLKLORE.
IT'S JUST REALLY A BUNCH
OF GIRLS TRYING TO GET BY,
AND THAT THEY KNOW THAT
THIS IS A GREAT WAY TO GET BY
BECAUSE OF OUR INSATIABLE NEED
FOR LUXURY GOODS.
WHY DID WE CREATE THE MYTH
OF THE RAINBOW GIRLS?
ISN'T IT JUST HUMAN NATURE
TO ASPIRE TO EXCLUSIVE,
BEAUTIFUL THINGS?
OR, ARE WE UNCOMFORTABLE
WITH HOW LUXURY FASHION
IS AN EFFORT TO DIVIDE
THE HAVES FROM THE HAVE-NOTS?
EITHER WAY,
WHEN IT COMES DOWN TO IT,
WE ALL HAVE A LOT MORE
IN COMMON THAN YOU'D THINK.
>> SOMETHING THAT'S
LUXURIOUS IN MY LIFE,
THAT ISN'T A MATERIAL ITEM, IS--
IT'S SO CHEESY,
BUT IT'S FRIENDS, YOU KNOW?
>> JUST, BASICALLY,
BEING ABLE TO LIVE LIFE,
AND APPRECIATE
THE SMALL THINGS IN LIFE.
>> YOU KNOW, MY FAMILY
IS MY LUXURY.
>> OUR BIGGEST LUXURY
IS OUR CHILDREN.
SO, SPENDING TIME WITH
OUR CHILDREN IS EVERYTHING.
>> WHEN IT REALLY
COMES DOWN TO IT,
YOUR FAMILY'S ALWAYS
GONNA HAVE YOUR BACK.
>> YOU CAN'T BUY
AN AMAZING FAMILY.
>> MY CHILDREN ARE MY LUXURY.
I'M BLESSED.
FOUR HEALTHY KIDS, I MEAN,
WHAT MORE CAN I ASK FOR?
A BEAUTIFUL HUSBAND.
EVERYTHING ELSE CAN BE
TAKEN AWAY TOMORROW,
BUT THAT CAN'T BE.