EOC Week 1: Discussion Questions

1. What is fashion branding? How does branding establish a product’s identity? “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’.” (Brand/ Story, p.4) Product identity is established through branding by making consumers immediately recognize the product by its labeling, packaging, and advertising.

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? “Branding has allowed mass-produced merchandise to become an exciting fashion commodity sold in luxury markets.” (Brand/Story, p. 5) Dolce and Gabana used their popular logo to market men’s underwear for $75 a pair and Chanel markets nail polish for as much as $35 a bottle. These items can be purchased at much lower prices but sell successfully only because they come from their respective brands. People will pay for a status symbol.

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? One consumer group is those of retirement age, in their 60’s or older. These people look for much different things when it comes to buying fashion items. They generally want comfort and affordability and don’t care so much about brand name items. Another consumer group is those in high school, with limited incomes and looking to fit in with their school mates. These consumers differ because they care about brand names, but can’t afford the luxury names that are featured in magazines that their parents buy. Another consumer group is business professionals that shop for things they can wear in a work environment and don’t have much time off that would justify buying as many leisure fashion items as my consumer group buys. They buy more expensive brands because they are of a better quality, look nicer, and they can afford them.