Ralph Lauren
Redefining the Lifestyle (In Brand Story)
- In 1979, Lauren refreshed his image with a unique 20 page marketing campaign using photographs by fashion photographer Bruce Weber in national magazines
- "the ads feature little or no text, frequently using models, in which the clothes are seen as part of an overall lifestyle"
- "the results captured the public's imagination and have been frequently copied"
- With captions such as "rough wear - it was made to be worn," the ad campaign was the model for today's lifestyle branding advertising
- The 1981 Santa Fe collection generated an upscale image of Ralph Lauren as a lifestyle brand that presented a particular image of Americans to international markets
Lifestyle Merchandising
- Fashion, according to Teri Agins in her book 'The End of Fashion', is not about products, but rather about how they are marketed and sold as a 'brand image' or lifestyle merchandising
- What makes certain garments unique or special is the meaning given to them through branding campaigns
- This suggests that the actual garment has become secondary to the branding techniques used to sell it
- Klein's (CK) 1980 advertising campaign featuring a fifteen-year-old Brooke Shields
> He had created mass hysteria over denim and generated an emotion response from consumers across the nation
- Mare Gobé in ' Emotional Branding' points out that successful fashion brands can capture the emotions and personal convictions of their customers
- "Corporations clearly need to fine tune their focus on the consumer psyche and understand the importance of the constantly evolving trends in their consumers' lifestyles" - Mare Gobé
- He believes that it will not be the norm for retailers to brand according to the needs of their specific target markets
- Grant McCracken - theory suggests that through social interactions, individuals assign status through fashion branded garments as well as to types of consumer goods
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