BOC: Chapter One discussion Questions

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

Brand marketing is “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.” Also branding is “A competitive strategy that targets customers with products, advertising, and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company.” It is what ever that makes a certain company different in your mind any better then from any other brand something sets it apart. It establishes a product by creating a perception of the brand through storytelling.

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

Through branding companies are able to sell everyday things such as sunglasses and t-shirts at such high process. The company has set such a perception through their branding that people are willing to pay high prices for everyday things. People believe that they will become like the people in the ads and they are willing to shell out high prices to have that perceived lifestyle. Another item that people shell out the big bucks for are tennis shoes. People do not want cheap sneakers from payless they want exclusive shoes with exotic fabrics and skins with unique designs and colors.

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 are tweens, senior citizens, and middle-aged men. They all differ from each other and from me as well. Their purchases very a lot the tweens want to fit in but the parents control the money. They are looking for the newest thing that will make them cool in school. A senior citizen is usually not concerned about designers and does not shop for clothing often and is usually on a limited budget. A middle aged man can be split on clothing choices either they do not care or clothing can play a bigger role. They either buy it their selves but chances are someone goes shopping for them.