Is it the attitude? The personality ? Or the clothes ? in my experience I believe it’s a mixture of all three. However, the perception that we have varies according to the circumstances we are in. For example, if we have a job interview or a date, o just a party with friends we want to look our best, and sometimes we need a back up help of a designer to keep us secure of our image. Here is where the psychological value of the business brands comes in. Why is it that celebrities and consumers rely so much on designers to let them advise what to wear to a party or a premier? Because they feel that designers anticipate to the hip trends of the moment, and so be the first to impose them. Sometimes these risks are recognized and seen as an In trend or a fashion crime.
In addition, the consumers dress to portray a style, an image, an attitude. Why is it that a brand has (in many cases) more meaning than a X design? The answer has various possibilities. On the one hand, we have the personality created by the marketing team in which they assign a meaning that makes it worth much more worth than its cost, they want to portray an ideal for which people feel complete and differentiate themselves, maintaining a personal style. For example, Carolina Herrera would be the epitome of elegance. The purpose of having a brand, is to assign value so that people can easily differentiate it from other brands and have it position as a top of mind. It’s as simple as thinking of a “coke” and the first think that comes up to our mind is “Coca-Cola”. Coca-Cola became a number one transforming itself into a generic in the market, people don’t see brands; they see A brand, which makes a lot of difference in a competitive market. So, the value a brand tries to convey is as a reference in order to make people feel that they can actually acquire their personality, sophistication and image of the brand. They inspire. This is why in many cases advertising campaigns use public images of the media to become a referential and use their image to sell, and communicate the idea: if you use Armani underwear you can actually feel like you look a bit more similar to Beckham just because you are wearing the same under pants. It’s a way to sell, and a way to complete the ideal that every person has in their minds by using the same clothes. This is due to the fact that we feel more unique and confident knowing that Beckham has it too.
So to conclude, we use Kottlers marketing view for which we are never selling just a product, but the idea that the product transmits. So if we want to sell a lipstick we are not selling, just the material and sensorial product itself. Instead we sell beauty, and the ideal image that the lipstick transmits.
