“Fashion branding has been defined as ‘The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special, and identifiable.’ ” Brand Story by Joseph Hancock page 2
Branding establishes a product’s identity by creating a vision. Having a specific image is what consumers can identify with.
2. How are companies able to sell items like T-shirts, jeans, and sunglasses at high prices? Can you give an example of another item sold in the luxury market that might not have been traditionally perceived as a luxury good?
Craftsmanship is used to make a garment appear unique, companies establish a good reputation, and brands are labeled on products. These are all factors that make seemingly ordinary items a luxury item. Underwear is another example of an ordinary item that may be perceived as luxurious should it be labeled with a brands logo.
3. Race, ethnicity, religion, and sexual orientation play a part in purchasing decisions. Identify three consumer groups that are different from you. In your opinion, do they differ from each other with regard to fashions and the types of brands they purchase? Why or why not?
I am a young consumer and my buying habits and needs are obviously different than that of a 40 year old woman. A 20 year age difference is enough that our spending differs from each other exponentially. Religion is another consumer group that differs from each other all across the board. Being the religion that I am, I see many styles of clothes that I would not wear for modesty reasons. Sexual orientation is the same way. In my opinion, straight men wear dramatically different clothing than the majority of gay men.
I feel that these groups differ from each other in regards to fashions and brands because being a part of these groups, in my opinion, is similar to being a part of a community. Gay men may have a trend going, such as bow ties, while 20 year olds are into bohemian fashions.
No comments:
Post a Comment