Fashion Branding Essay

2231 words - 9 pages

Fashion Branding
"Clothing is primarily a means of communicating, not personal identity, but social identity" as, said by Noesjirwan and Crawford (1982) who defines clothing as a ‘code’ (McCracken and Roth 1989) or symbolic representation. Clothing has been spoken by many theoriest in the past and they refer clothing as a code, a language, which allows a message to be created and (selectively) understood (Hollander, 1978; Holman, 1980; McCracken and Roth, 1989). Compliance towards a brand today showcases the social strata of the individual or the social group they belong to. "If I'm wearing a white T-shirt and sneakers, that label [Armani] will fill in the rest of the information about me. I want to give out the right impression", says a customer in a London shop selecting her tenth pair of Armani jeans (Financial Times, 1995). This statement by an individual showcases the importance of branding. Today if we talk in any industry branding is playing a vital role. International brand development or entry technique is employed by creation of brand that is recognized as a social brand. Consumers’ perception today, among the young youth as said by Belk et al., (1981) is "consumption-based stereotypes", which means creating a perception about a persons wealth by what they own and not knowing the person. It could be termed as unanimous judgements about the person without actually knowing the person. This paper will look into the academic literature available in consumption pattern in fashion brands and would further elaborate in the entry techniques in developing or emerging nation. This paper would also highlight the importance of building brand equity and maintenance of the same. In a put shell this paper would deal with the relationship that the brand creates in the market for its success in the designed strategies for future expansions.
Society and Brand Relationship
Evolutionary change has been noted on the conceptual focus in the branding literature over the past decade (Chernatony and Dall’Olmo, 1998), and thus brands have been remained a subject of redefinement and redefinition (Stern, 2006; Jevons, 2007). To understand the impact of fashion brand it is vital to understand the impact of social class in identification of brands as a symbolic representation. Belk et al., (1981), argues that to understand the impact of the identification of social class or to define a age group which reflects more on the pertinent of brands is a problematic and hence could not be measured accurately. Although this may not be the concern while defining the social class impact on the fashion branding. Fashion branding involvement is likely to be more associated with differences in sensitivity to social surroundings in that those who are highly motivated to fit into a particular group will need to be aware of the fashion cues not just of that group but of other less desirable groups so that the "wrong" cues may be avoided (McCracken and Roth, 1989). It should be...

Find Another Essay On Fashion Branding

Branding and Positioning Essay

2452 words - 10 pages of mind when it comes to Spanish fashion and labelsFeelingsModern and urbanFashion-forwardFreshAt easeMeaningPerformanceQuality productsHighly definedDesigned and sourced at SpainEffective brandingEffective packaging, reflects the brandGlobal concept on fashion, design, image and good price quality relationship.ImageryEffective branding and positioningMinimalist packaging (Shoe boxes, shopping bags)Trendy productsOriginal designsFor the modern

Your Future With Brandbuilding Essay

1163 words - 5 pages wide variety of studies ranging from Economics to Finance. PURPOSE AND KEY FUNCTIONS Goodson suggests that branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations. Building Brands and managing them is a fundamental factor in our economy today. By selling a brand, a relationship between the consumer and the retailer is built. Together, the relationship between the two

Analysis of the Overall Business Environment of M&S

3302 words - 14 pages ) Fashion trends. The rapidly growing fashion trends and changing consumer’s behaviour adversely affecting the large UK clothing market. Similarly, the high competition from lower value clothing retailers Primark and Matalan, loyal consumer are simply diverted in better deals or promotions offered by them (BrookIntellignceCentre, 2013). Recently, M&S was facing the criticism from customers related to decrease the quality and launched sleeves to

The Impact of Globalization within the Fashion industry

2291 words - 9 pages little sister to product design" (Skov, 2002, p. 555). The global fashion industry is also known to be the retail sale of apparel around the world. This particular industry has great potential to help change the average way of living.Looking at the industry from a business perspective, it includes much more than just clothes, accessories, and shoes. The manufacturing, distribution, marketing, advertising, branding, importing and exporting of fashion

Product Positioning: Motorola V# Pink RAZR

1541 words - 6 pages with Dolce & Gabbana to serve the emerging new luxury phone category.Competitive EnvironmentThe major mobile phone manufacturers with fashion and style skewed lines have employed a number of strategies in the market. These include•Introduction of independent fashion focused handsets (i.e. Samsung T 500, E530)•Establishing a fashion/style theme across a portfolio (i.e. Nokia L'Amour - 7360, 7370, 7380)•Co-branding with high-end

From Catwalk To Interior Design And Its Effect on the Consumer

975 words - 4 pages Collins and Griffin (2007) discuss the fact that these fashion designers are using the same materials and luxuries as if they are designing a dress. Armani Casa and Versace Home are two examples that they mention (Collins and Griffin, 2007). Armani Casa embodies the same luxury materials that they use for a suit in their furnishings (Design Blog, 2011). Armani Casa nowadays also caters an extravagant and sophisticated hotel in Dubai (Luxury

Fashion

2613 words - 10 pages Cathy, a flagship of the intemperance, luxury and economic peculiarity rests on a point where the main emphasis is put on the materialistic, intellectual and moral issues (Cathy, 2003). Fashion is said to have an equal parallel to architecture judging from the sense of personal belonging and to the extent of detachment to it. Therefore, architecture puts itself in a position of social exclusion or inclusion to the ordinary social life of

Heineken

606 words - 2 pages emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a least-common-denominator positioning that would be effective across cultures. From that commonsense

Why we go shopping?

1474 words - 6 pages ’ interests. The section shows the successful branding of Benetton’s experiential marketing strategy. 3.1 Benetton Group and his controversial branding Benetton is a worldwide fashion family brand mainly operated in apparel and textile, which includes a series of sub brands. Such as United Colours of Benetton, Undercolors of Benetton, Sisley, Playlife, etc. In the recently 10 years, it keeps average revenue of 20 million euro. (Google Finance

strategy development

713 words - 3 pages With products associating with luxury, A&F targets a very specific niche, the middle to high class family that does not mind paying extra for quality and the branding. Its production lines are divided between sporty and casual. However, everything about A&F, from the branding, the style, the price, the quality, to the company’s image is not unique. A&F is struggling to prosper is a very competitive market where they cannot distinguish themselves

Why is the brand increasingly important for multinational companies and what function does it serve?

2029 words - 8 pages 69% of three all year olds know the golden arches of McDonald's. Half of all four year olds don't know their own name . Should we worry? Each and every day we are immersed in a swarming consumer culture without truly being aware of it. Are we really aware of our dependence on brands and branding, and how do the companies and corporations behind these brands seek to develop and cultivate them?In order that I address this issue we must first

Similar Essays

Five Things To Consider Before You Launch Your Fashion Brand Online

638 words - 3 pages their questions, spark conversations and hold contests.These key tactics will give you a solid starting point in launching your fashion brand online, but at the end of the day, everything boils down to your product. Making sure you have a quality product along with consistent branding, should lead to a successful launch.Arbia SmitiArbia Smiti, co-founder & CEO of Carnet de Mode, studied engineering in France and got an MBA in Marketing at ESCP

A Study Of How Branding Drives The Interior Design Of Retail Stores

916 words - 4 pages , claiming that; “The brand is the starting point and the building or site often comes later.” This enforces just how crucial the idea of branding is to both the fashion and interior/architecture industry; highlighting that the concept of retail design centres on the notion of branding before all else. Pierre Martineau (1958, p. 47) further champions this idea; “Economic factors will always be important. But unless the store image is acceptable to

Nivea Essay

1257 words - 5 pages the ways to avoid them. Good example of a local issue would be the Middle East where the skin showing in the advertisements were against the region’s culture. To enhance the brand equity a company associated Nivea with lot of lifestyle, fashion, and sporting events.     Q1. Why Beiersdorf Decide to Extend the Brand to Different Product Categories? Beiersdorf AB a German personal care company and the owner of the Nivea brand desired to increase

The Power Of Branding Essay

2713 words - 11 pages ]. Available at: http://www.brandchannel.com [Accessed September 2003] Anon, 2012. Intel Logo [ONLINE] .Available at: http://www.famouslogo.us [Accessed 2012] Anon, 2012. Dell Logo [ONLINE] .Available at: http://www.famouslogo.us [Accessed 2012] Matthew Healey, 2008. What is branding? Roto Vision SA. Asia Edward Russell,2010. The Fundamental of Marketing. AVA Publishing SA. Switzerland Gwyneth Moore, 2012. Fashion Promotion. Building a Brand