The power of Super Brands

Secrets of fashion superbrands 

Fashion brands, we all know what they are right? We're all able to count at least ten large fashion power houses in our heads right now, right? You may even be wearing at least three items of branded clothing as you're reading this, the little logo or label having pride of place on your clothing. The point is, in our fast paced, ever changing weird and wonderful world, fashion brands surround us (hooray shout all the fashionistas, me included.)  But do you know the secrets of some of these larger fashion brands? As part of our fashion marketing course, we watched a BBC Three documentary, and some of things we found out are really quite interesting... 

♡The whole fashion industry and brand sales is based around the sales triangle. On the top of the triangle is the exclusive designs and garments, that help to form the brand's image and reputation. Not an awful amount of this sells due to the high price point. For example, the Chanel Suit and Little Black Dress would sit here. In the middle is the products that are available in store at a cheaper price point, so are more accessible to the public. Items like shoes and bags would sit here. Then in the bottom of the triangle are the products that are bought by the masses and how the money comes in. Perfumes, belts and purses amongst other smaller items make millions for the company worldwide, and the money goes back to the top of the triangle again. 

♡ Some brands are exclusive to certain members of society, as they portray a lifestyle or tribe that consumers want to be a part of, as the brand fits their personality. For example, Burberry was founded in England 1856, and attracted a very British market. The iconic Trench coat was designed first by this brand and since the world has taken it on. However, in more recent times, the brand was seen as chavy as it has been associated with football hooligans, and sales began to decline. However, Christopher Bailey was there to save the day by putting the famous checks inside the garments. Similar to this, Abercrombie and Finch, founded in 1892 is seen as a exclusive brand, which celebrates superficiality so it seems, by only originally targeting their brand at stereotypically young, good looking, healthy consumers with a high income. "The cool kids in school" the documentary seems to suggest. A brand message of fear and fitting in. However, this image seems to have been dropped in the past seven years, so we can all happily walk into store no matter how unattractive they may deem us!  

♡ Finally, what was surprising is that, it's our own physcology that makes us consumers want to buy beautiful, well made clothing, and buy into a brand's message and lifestyle portrayal. A study was carried out where a women was shown several images of designer and fast fashion handbags. The Limbic system, an area of the brain which is responsible for stimulating pleasure and enjoyment, was seen to light up more and become more active when the nicest handbags were shown. Amazing! It's built into our bodies to love branded fashion!

So, the secret of multi milion fashion companies? Us!   

Until next time,

Anna xx

Image references: 
http://entertainment.ie/photos/The-new-Abercrombie-amp-Fitch-Staff/3313-0/
https://www.bebeautiful.in/fashion/shop-list/5-trendy-fashion-brands-we-want-in-india