HUEC 4046 Chapter : HUEC 4046 Book Report 2
Document Summary
Opinions: the era of depending on self-identity through brand recognition is over. Now the consumers are becoming their own type of stylists as well as becoming marketing experts. I think that the consumer is now developing their own sense of style instead of relying on what the brands marketing teams are pushing: customers love to shop to the point of categorizing it as entertainment. This is why brands are trying to enhance the consumer experience. Having different associations with higher end quality merchandise makes the fashion consumer feel that they are on a higher level of branding. Without this association the bridge fashion brand wouldn"t be successful. It is now common for models in the industry to break into their own brands of clothing. Lagerfeld h&m pairing), was between stella mccartney and adidas; leading to the design of england"s olympic wardrobe.
