EOC Week 1: Discussion Questions

1. Fashion Branding is “The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique different, special and identifiable”(Brand Story, Joseph Hancock –page 4) Branding establishes a products identity because it offers a “competitive strategy that targets customers with products, advertising, and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company”(Brand Story, Joseph Hancock-page 4-5)


2. Companies are able to sell simple products for very expensive prices because they have branded themselves to the public. Their customers may come to them because they love the look of the brand, they enjoy the quality of the products, or simply because they have to have that specific brand name. Many high-end brands have been able to successful price their products to sell to their target markets well. I think that perfume and cologne are great examples of items that used to not be considered as luxury items. It is very common now to see these fragrances sold for very high sums of money.


3. One consumer group that is different than me is the group of the baby boomers. I think they thing a lot differently from my consumer group when it comes to purchasing products. I think that baby boomers are a lot more conservative when it comes to purchasing. They are more frugal with their money and tend to do a lot of research on products before they make large purchases. Another consumer group that is different than mine would be the married couples. I am sure that they have different buying behaviors than my group does. They have to consider another person in most of their decisions. Playing off that would be the consumer group of people that have children. They buy with their children in mind. They might not have enough money as money consumer group to spend on clothing or entertainment since they have to take care of their children. All of these groups purchase very different fashion brands. I don’t think the baby boomers are as picky as my consumer group. Stores that are popular for my consumer group right now are H&M, Forever 21, and Sephora. The consumer group with children most likely shop at multipurpose stores so they can save time.