EOC: Discussion Questions Ch. 1

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

Fashion branding which has been described in the book 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, Joseph Hancock, pg 4) Fashion branding also creates an identity for that company and the consumers. It carries the vision from the developer to the ending point which is the consumer. For me branding is what surrounds the product/garment. It incorporates the image that retailers, designers, marketers, etc. have created that conveys a message to the consumer to go buy that brand.

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 luxury market that might not have been traditionally perceived as a luxury good?

Companies are able to sell jeans, t-shirts, and sunglasses at high prices for the mere fact they have put their logo on that product. That logo ha branded that item and has conveyed the image of a luxury item and with that name the consumers automatically think of the fine detail and exquisite materials used to produce the product. Therefore it seems normal to have a pair of high price sunglasses. I would have never thought of a pen from a luxury retailer or underwear to be considered “high end” and worth $75, however with the logo imprinted on these items they have now been branded and have a invisible guarantee that this will be worth the money and won’t fade, break, run out to easily. It’s a product that will last.

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?

Three Consumer Groups: Asians; Mormons; Lesbians
We all differ in our purchasing decisions. Some ethnicities tend to buy one brand more than another and never want to change from that brand. Others may have a strict religious background and they can only shop in certain stores that carry certain brands. That’s what makes fashion so amazing is that it can bring all different types of people together even if its liking of an accessory or a certain brand. It gives people a voice they may not be comfortable expressing verbally so they express it through items they have purchased.