EOC Week 1: Discussion Questions CH 1

1.) What is fashion branding? How does branding establish a product's identity?

Fashion is based on creating a need where, in reality, there are none. Fashion is a factory that manufactures desire and wants. "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)" "Branding creates a vision for the company, branding focuses on the creation of perception that is generated through brand story-telling"

2.) How are companies able to sell items like T-shirts, jeans, and sun glasses at high prices? Can you give me an example of another item sold in the luxury market that might not have been traditionally perceived as a luxury good?
Companies are able to sell items like t-shirts, jeans, and sun glasses at high prices because they revolve these items around their individual brand. " A t-shirt pair of jeans, skirt, sweatshirt, khaki pants, baseball cap, and even a pair of shoes can be dull and indistinguishable without the help of fashion branding. Branding has allowed mass-produced merchandise (even under wear) to become an exciting fashion commodity sold in luxury markets" For example Dolce & Gabbana are famous for bringing luxury to their underwear line.

3.) Race, ethnicity, religion, and sexual orientation play apart 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?

Three consumer groups can be the "Apple people", the "Lacoste people" and the "Forever 21" clan. These three groups are very loyal to their brands. The Apple people are passionate customers that always want to know whats coming next. The Lacoste people are the high class people that would rather die if their polo shirts didnt have the little crocodile on the side, and The Forever 21 clan are teens, smart savvy who look for fashion at affordable prices. Their loyalty to their brand and lifestyle give them something in common.