Allergic to Fashion: Burberry
Our eyes are wide open when we see a beautiful fashion campaign, but do we ever think of the way fashion can manipulate our society? Do we ever think about all the hard work behind fashion campaigns? Do we really ever wonder why our heart always says yes when our brain says no? It's a complex process that makes our closets always scream for more!
That process is called marketing; fashion marketing. Fashion is not just thinking about the way trends meet products, but how marketing helps establish communication and sales strategy of pre-conceived trends in society.
Marketing is like philosophy where we can understand the way fashion and design communicate with economy and social activity. That's the way economy expresses human feelings or "women's feelings," right? The world, the consumer's mind, and each of their actions are studied detail by detail. Our desires are studied by marketing, and all of that is evident through fashion campaigns.
One of the marketing functions is to analyze society and the evolution of their necessities. It is here they can find the evolution of economy, philosophy, culture, and social trends. So, if you understand all of these theories it's time to say, "Welcome to fashion marketing!" It sounds like a world that consumes women's minds but it's much more than that.
Spring is almost here and nowadays we're submerged in collections, covers, fashion weeks, and editorials. The "fashionistas" need to know that this is just the first step before the fashion brands invade our lives. Fashion campaigns are not only based on clothes, but also lifestyle and what we expect of ourselves. Sometimes it can be likened to a joke because we dream of a life that never comes true. Here is the essence of fashion: Fashion is selling a fantasy. An example of this is Burberry's campaign. This brand makes us think of a sensual, successful, powerful, independent woman. It was no accident that Cara Delevingne was chosen to be the face of Burberry Spring/Summer'12 Campaign.This luxury brand combines sophistication with simplicity and aims to make us feel desired, which is mirrored by using a model. We want to be youthful, independent and elegant; we want to be all that we are not. So, we think if we buy the product of a brand then we can become what the brand conveys.
Burberry is a brand with history in the fashion industry. A brand which cannot be dissociated of one of the eternal trends of clothes - "Trench Coat" - was created in 1920 and quickly the iconic chess turned in to the image trademark of Burberry and now we can see it in all branded clothing, accessories, and perfumes. If you want to learn how to build a brand, learn from Burberry!
In conclusion, fashion marketing ultimately is what society deserves, converted by the fashion designer, in this case, Christopher Bailey. Marketing is the identification of consumers' wishes, usually the potential consumers. The first and foremost preoccupation is the satisfaction of needs which is the number one rule in marketing industry. After this, fashion started to think in the strategy of the products and the way they can be improved. For a fashion campaign to be successful it is necessary to think how the product is brought to the consumer, commuicated for the success of the product and brand, and the specifics of the communication tools of fashion. This kind of marketing is the tool disposal of brands and fashion companies. The power of the brand in the consumers becomes magical. We do magic in our closets and only notice when we receive a stretching ear of our accountant.