The essence of successful branding is based upon fear. All the advertising, inspirational slogans and celebrity campaigns are all designed to make us feel like something is lacking in our life. We are not quite the person that we’d really like to be because we don’t have that particular product and it’s that fear of inadequacy that drives many of our buying decisions. Of course you can go to TopShop and buy a handbag that look’s like a Birkin, but you’ll never be like Kate Moss if you don’t go to Hermès and buy the genuine £6000 version.
I remember chatting to a designer from Ralph Lauren when I was doing some work on Savile Row and during a particularly dull show in London Fashion Week I asked why they went to such great lengths to showcase £20,000 dresses. In my ignorance I couldn’t understand why they would go to all that trouble when you never see anyone wearing such flamboyant creations in real life. In retrospect, the answer was obvious. They didn’t expect to sell more than half a dozen dresses, but what they did expect to happen was that the ‘halo effect’ would come into play.
I remember chatting to a designer from Ralph Lauren when I was doing some work on Savile Row and during a particularly dull show in London Fashion Week I asked why they went to such great lengths to showcase £20,000 dresses. In my ignorance I couldn’t understand why they would go to all that trouble when you never see anyone wearing such flamboyant creations in real life. In retrospect, the answer was obvious. They didn’t expect to sell more than half a dozen dresses, but what they did expect to happen was that the ‘halo effect’ would come into play.
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