Fashion brands is a book that I have been reading for a while now. The author of this book is by Mark Tungate and was originally published in 2005. I want to mention a few chapters that I liked and resonated with me well as there are 22 Chapters and I would rather you read the book for yourself (if you wanted to) instead of giving an overview of each chapter, which would be long winded.
The introduction of this book starts out with mentioning how we, as consumers are buying into an identity, not clothes. It says that “Clothes and accessories are expressions of how we feel, how we see ourselves and how we wish to be treated by others” for example, people may wear designer as a sign of ‘wealth’, to be treated with respect, and possibly as a status symbol or to fit in with their friendship group. When you buy into a brand, you buy into their identity. Every brand has their own story. For example, you may buy into a skincare brand who's main focus is using natural ingredients in their products and are against animal cruelty, so when you buy from them, you are also supporting the idea of going against animal cruelty.
Again, in Chapter 2, it mentions how branding is simply telling a story. Consumers want to know what is behind the brand, what does your brand mean? What story are you trying to sell to them? People are buying into a brand, not so much a product. If the story is strong, people will buy into the brand regardless of what you are selling.
The book also mentions that it's good to mix and match when it comes with Haute Couture and high-street as It gives balance. In Chapter 3 it mentions that you can dress in Gucci from head to toe, but that only proves that you're rich, it may not prove fashion sense. This chapter gave a scenario on how a consumer can buy the latest Dior bag, then go into Zara to buy a €10 top and buy a slightly expensive skirt from a young designer who is not so well known yet, but when put together in an outfit, it can send the message that she is an intelligent consumer who is not influenced by marketing and is in charge of her own image.
“The best marketing in the world comes down to a person standing in front of a mirror”
I personally disagree with the statement that dressing in Gucci from head-to-toe proves that you are rich. To some extent, this may prove that, but some people are very good at deceiving ignorant people. People who are into materialistic items will spend their pay-check on designers just to look good, or to have some sense of belonging within their friendship group, or to boost their ego. They may do so to boost their following and likes on Social Media, or possibly to show off to their haters. Either way, they end up broke but at least they have 'drip'. As briefly mentioned in the second paragraph, clothes are how we wish to be treated by others. The wealthiest of people don't need to flex to show that they have money. Take a look at Mark Zuckerberg, founder of Facebook whose net worth is $73.9 billion as of 2019 and yet he drives a $30,000 Acura TSX. If you notice how he dresses, it is very casual, and you rarely see him in expensive clothing.