Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
marketing mix in a clothing store
effect of brand on consumer behavior
effect of brand on consumer behavior
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: marketing mix in a clothing store
Something people might frequently worry about is self-identity, and how to express who they are. When looking for an outlet to do this, the easiest way to show what kind of person someone is, clothes are usually the first choice: a black t-shirt with a cynical saying, or maybe some skinny black jeans. Whether the advertising agencies created the personalities that come with clothes or took advantage of what was already there, clothes are often sold as something more than just clothes. Companies must ask how to convince consumers to buy their product instead of the competitors’, regardless of price difference. Particularly Levi’s jeans, a 150+-year-old American business, has been trying different approaches to packaging the type of consumers that buy their jeans. Pants are packaged differently for all different types of people. Levi’s jeans are synonymous with being American, being created by Americans and worn by Americans of all status and type. They can evoke the image of dude ranches and overalls, hard work on the farms and easy lounging in the Midwest. Over the years as more companies started to make and sell jeans, Levi’s has had to change their image in order to attract more and new consumers, but going on their website, their front page will still show a lone grizzled man, a tattoo running along his right arm, sleeves short, sweat covering his strained face, standing ready on an open endless field, of course, wearing a pair of Levi’s jeans. Now go to the website for Guess, a company which focuses more on the style than the use of the jeans, and there are pictures strewn around like photographs, featuring muscular men with unbuttoned shirts blowing in the wind. With their scruffy faces and golden tans, the men on the site ... ... middle of paper ... ...broken world, with one scene having a mob berating a suited man, who later breaks down in his office. Compared with their ‘Live Unbuttoned’ campaign, Levi’s is saying the time of carefree is over; it is time to take back your country. This also resonates with their original packaging of Levi’s 501 jeans, jeans that were made for the original pioneers of America, the workers of the west. While McDonald’s is selling a fast burger and a break in your day, Levi’s focuses on selling an entire lifestyle to resonate with the current attitude of Americans towards overbearing and destructive corporations. Levi’s tries to makes its pants represent the fight for freedom and nonconformity, the fight to be yourself and the fight to take back your country. They aren’t selling fashion or strong pants; they are selling unity and the fight to bring America back to the Americans.
In the early 1990’s, outdoor apparel brand, Timberland received an unexpected growth in its consumer base and its sales. The brand’s popular waterproof leather boots, generally used for outdoor activities and moving through rugged terrain, were being worn by inner-city youth as a fashion statement. These new consumers wanted to keep their boots as clean as possible and some even wore the boots in the heat of summer, an incongruous contrast to how the target market used the boots in rough, messy weather conditions. While Timberland enjoyed the unexpected sales, they were faced with a decision. Should they try to further exploit this unintentional market; if so how would Timberland’s outdoorsmen target market respond? In this case, it seemed that these non-target consumers had no affect on the brand’s intended target market. So in response Timberland kept its advertising focused on the brand’s traditional target, while urban consumers continued to buy Timberland products. The brand continued to grow, achieving global sales of over $1 billion by 2007 (Fitch 2009).
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
For the essay, I have chosen to conduct an analysis on Hoodies. Firstly I will discuss the background of hoodies, who they were originally aimed at and marketed towards. I will then move onto analysing the relationship the product has in regards to specific identities, communities, places and ideas and what types of consumer theories are specifically linked to the consumption of hoodies.
Regular straight, boot cut & relaxed, or the 501® Original Fits? In all probability, no piece of garment has ever seen such days of glory as the blue jeans. Let us look back at the history of this symbol of the Western freedom, the minds behind its birth and spread, and the role it plays in the contemporary world.
"If you wear our jeans, you can take chances and still be in control." Teen age
Today there seems to be only one-way people identify the quality, and class of clothing. The way people do so, is by looking at the brand name of the product. Not only does the brand have persuasion on the class and quality of clothing, but it also causes a separation in social groups. Branded clothing makes an argument because the people of our society would rather pay more for an item that’s been with branded with a respected and well know company rather than buying cheaper non-branded clothing. The clothing people wear tends to reflect on their social status, or class. Overall the three things brands do, is change the value and cost, perception of others around you. I will be explaining why brands bring separation to social class, the value and cost quality why society would rather buy from these brands.
Polo Ralph Lauren not only owned retail stores, but also under other retailers such as Nordstrom, Macy’s, Dillard’s, Belk, Saks Fifth Avenue, and various other retailers. The unique selling proposition of Ralph Lauren brands go about defining themselves as not like the others, is to develop a positioning that’s intended for a narrower target to make them unique. Most luxury brands fall into this fashion unique style categories. Ralph Lauren Company wants potential customers to know all the ways that they are better than others, and as a result their advertising focuses on product benefits. The result is to grab the attention of their customers. The emotional appeal of this brand is to increase your self esteem and leaves you feeling high class and
The continuous adoption of new fashions and trends in America, among the numerous styles of available clothing worldwide, parallels to Darwin's theory of natural selection. The motivation for a fashion revolution exemplifies the need for social or gender groups to express their unique identity and feelings through clothing. In turn, this stimulated the rise of the fashion industry all together. Fashion culture has always defined itself by change, whether it is social, political, or economical, it is a constant search for the newest trend. This gives it an explicit similarity with other systems that rely on continual innovation. America has gone through various style changes in its history. As ideas and inspiration change, style must do so too. Fashion has changed dramatically, from very modest lengthy dresses progressing toward the most risqué fashion ever seen in history, due to these social transformations. Clothing, and more generally, style, is an important non-verbal and possibly emotional representation of an individual's status and feeling towards society. Over the course of the twentieth and twenty-first centuries, changes in American society have influenced many changes in American culture, especially in women’s fashion trends throughout the years.
Levi’s jeans have been around for over one hundred years, finding their way into thousands of people’s lives. The daring male of focus is not a relevant actor like many ads prefer to use to catch the attention of the viewer. This lack of identification instead helps one envision themselves as that person on their journey of life. This person, who bares an unshaven face and unbuttoned shirt, exemplifies freedom and the power of choice. To get through the journey of life one must overcome many obstacles but choosing to remain positive can make the ride that much
In the world of fashion, there is denim. It is one of the world’s oldest fabrics, and has been modified and remodelled to go with the latest fashion trends. The first ones who wore this fabric are workers in the California Gold Rush era, designed by Jacob Davis because of its sturdy material that withstood the harsh working conditions. Not just them, even sailors from Italy use this material too as their sailing uniform. Then, it started appearing as an actor’s apparel, and that’s when denim started to become one of a fashion item. People started wearing jeans as part of their daily apparel and even adding their own ideas, such as studs and colouring it with different shades of denim. It doesn’t only stop around that era, but today, they are seen everywhere and has become a major clothing piece for almost all of the age groups. As a reference, we can see young children already wears jeans as part of their clothing, the teenagers added jeans to their wardrobe, and even for the seniors, they consider jeans as a simple and comfortable clothing pieces.
Ever since their invention many centuries ago, clothes have been used as a way of communicating. The message communicated relies on a number of factors including the social background of both the communicator and the receiver, and the context in which the message is communicated. Although at times the exact message or symbolism one is trying to portray may not be clear, it is evident that clothing has long been embraced as one of the best ways to project one’s desired personal image to those around them.
It has long been understood that a person’s fashion choices affect how they are perceived, and we live in a culture where we are encouraged to admire and acquire through inspirational imagery of prominent personalities. Instead, Style and fashion should mirror one's own character and self-worth. We should stand out from a crowd with a unique style and not be a person who follows popular trends slavishly.
Blue jeans have been weaving themselves throughout American history since they were created in 1873. In their humble beginnings, jeans started out as the durable work pants used by gold miners and workmen, but over the years jeans has become a word synonymous with America and a world wide marketable fashion that has exploded into many different styles and forms for every generation and gender. Today it would not be unusual to find a women wearing fashionable jeans with high heels, or a gentleman wearing jeans beneath a sport coat. The evolution of jeans’ popularity spans from the creation of denim in the 17th century to them now being used by every famous designer to increase his popularity with consumers.
Calvin Klein is an American fashion house that began in New York, selling high end or high fashion underwear, jeans, fragrances, among others. To the public Calvin Klein has become a highly popular clothing line known for their fashion, youthfulness, and chic and classic styles. CK uses their luring advertisements to entice consumers and persuade them into more buying. The average CK advertisement appears to the public as simply a man and woman posing in an image to promote their product, however the underlying meaning of the advertisement is increasingly overlooked. I claim they are indirectly expressing male and female inequality or insulting the rights of individuals or putting pleasure above what is right or lying to the audience about
Levi's has always tried to minimize the impact culture has on its ability to produce standardized products and campaigns. This is done to achieve economies of scale and a higher quality but cultural differences can be very important in the global and domestic markets. The characteristics of a particular cultural group will affect the type of products it desires and how they purchase it and use it. From the 1950s to the 1980s Levis was the image of rebellion and counter culture with public icons such as Elvis and Marlon Brando publically seen wearing the brand. This helped in giving the brand an image of originality and authenticity. But what Levis failed to grasp was that culture changes through time and consumer behaviour and choices change along with it. The rap culture which began in 1992 brought about new trends of loose baggy clothes. Levi's which sold straight tapered jeans failed to meet the needs of its consumer market who demanded loose baggy jeans which were considered as "cool" at the time. This demand was fulfilled by competitor brands such as JNCO, Kickwear and Boss etc who were quick to grab on to Levi's market share with products which were more suited to the younger generation. Even the rebellious image of Levis was taken by other brands like Diesel and Pepe.