I was recently watching a programme on BBC3 about super brands in fashion and why so many people were hooked on them. It was a really interesting programme to watch so I thought I would turn it into a post for those of you that missed it or don’t have access to BBC3. The series had been focusing on other super brands such as technology, which was also really interesting I may add. But the fashion one was the show that caught my eye. Mainly because it was closer to home and I could definitely relate to what he was discussing.
The programme focused on the large designer brands first then looked into the sportswear giants. I’m only going to be talking about the designer brands as the same theory applies to all brands in essence.
So you’re probably wondering why whenever you see that Chanel handbag your heart skips a beat? Well they did a test on someone where they scanned the ladie’s brain while showing her different pictures of bags. When she was shown pictures of designer handbags her brain started registering in the participant’s pleasure centre; the part of the brain associated with reward, craving and addiction. When they were shown pictures of bags from Primark and Asda no such brain activity was recorded.
The reason we lust after luxury goods is that it’s a representation that we are ‘genetically fit’. It illustrates that we have accumulated the resources to be able to afford to spend thousands of pounds on an everyday item like a handbag. Such value is perceived highly when trying to find a mate.
So how do brands keep us interested?
I’m pretty sure none of you reading this blog could afford a couture Christian Dior dress, in fact big name designers often loose money on such extremely exclusive items such as couture dresses. If you have the money Louis Vuitton will make you whatever your want in their print, but that’s only available to society’s upper echelons. But this doesn’t really make them much money. What keeps the business afloat are the accessible pieces like the £150 key rings or £200 belts. Most of your average consumers can buy a piece of that exclusivity of a brand like Louis Vuitton or Christian Dior. But Dior will continue to put out a high end line to drive that exclusive image in order for the public to buy into it and make them money on the entry level pieces.
I’d love to hear what you think of the article? Do you lust after designer labels on a daily basis?
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