Reviewing the Superbrands TV Show about Fashion made me know about how a brand influences to our brain even just by hearing the brand name and how important the brand name for the public nowadays. People nowadays is more aware to the expensive brand and preferring to wear T-Shirts, Glasses, and etc. just because of the brand name influences in their daily life and how they get so deeply into our minds. At the beginning of the show, they show some kids that are prefer a T-Shirt just by looking at the logo.
They were given the same four T-Shirts with four different logos, and surprisingly all of the kids picked the familiar T-Shirt logo, which is the “Nike” logo, just by looking at the T-Shirts. The reason why they picked that is because they feel familiar with the logo and some prestige feeling by thinking of wearing the T-Shirt. They were visited a factory which is the biggest glasses factory that surprisingly produce some of well-known brand such as Chanel, Prada, Ralph Lauren, Miu Miu, Raybean, and others.
The first thing that comes to my mind is how can a customer prefer Chanel sunglasses than Raybean sunglasses while they are actually came from the same factory with using the same materials? How is the price is so different and yet we are still prefer for Chanel? By watching this, I understand that the influences of a brand name and the prestige feeling of using the expensive brand are affecting our buying behavior. They were also discussed about Louis Vuitton and learned how can Louis Vuitton became very popular in the fashion world. The brand value on 2010 is about ?12,503,000,000. It affected by the marketing actually.
Louis Vuitton is selling masses to the masses but they are keeping the exclusive for the rich people. On the top of a “Pyramid Model”, they were selling a very exclusive limited amount product that they will make anything you want, then for the middle part, you can find on the store that some bags that people buy it but still remaining exclusive with very well-made fabrics, and the last part is where the money comes in and manage for people to show that wants to show that he/she can afford a Louis Vuitton products, such as wallets, belts, scarfs, umbrellas, key chains, and sunglasses.
For the Burberry case, where the people is start thinking from an exclusive brand for the rich and became a misunderstanding in delivering their message to their customers where everyone can wear Burberry that made them think it was a “chav” product. However, Burberry solved the problem by replaced it with the new head designer who puts the identical logo from Burberry inside the clothes. To control a brand image and get a right brand image to the press, all the magazines is on charge to be the media between the brand and the customers, such as Glamours magazine, Vogue, and Cosmopolitan.
On 1978, Diesel came up form Malvena, Italy and on 2009 the revenue is about ?422,000,000. Some people think it is more creative than Levi’s. Levi’s with the brand value of ?581,000,000 on 2010 makes people think that everyone would wear Levi’s all over the world, however, there is an issue that made some people does not want to wear Levi’s because they were using animal testing and others to try the materials of the jeans. For A&F clothing line, they were doing a “retail theater” when you go to the store and found some models with sexy look to attract the customers and deliver their image to them.
Besides that, there is also Superdry which is one of the fastest growing brand from Japan. Buying exclusive brand is usually to get high social status. Brand like Adidas is spent around ?900billion a year on advertising and Nike is spent around ?1,6billion a year on advertising. Despites all that, every brand has to be careful, even the biggest brand, because biggest things can go wrong very quickly, such as Nike that were using child labors to produce their goods.
