Designing A Product From The Ideological Incentive Driving The Purchasing Of The Product

In “The Fashion Industry: Free to be an Individual” by Hannah Berry, Hannah emphasizes how social media especially advertisements pressure females to use certain product to in order to be considered beautiful. She also acknowledges the current effort of advertisement today to more realistically depicts of women. In addition, these advertisements use the modern women look to advertise products to increase women self-esteem and to encourage women to be comfortable with one’s image.

The brands of companies have become so powerful and insidious that they are almost impossible to escape. Our culture has surrendered to the idea of the brand. Brands now dominate our society and even have crept into our education systems. Klein says in her book, “...this corporate obsession with brand identity is waging a war on public and individual space: on public institutions such as schools, on youthful identities, on the concept of nationality and on the possibilities for unmarketed space.” (5)

While reading through Eileen Fisher, Repositioning the Brand, it became apparent early on that the company’s main issue was relevancy—an issue that many companies face in today’s market. Keeping the company current in order to attract new customers while not abandoning already loyal customers in the process is a huge challenge that EILEEN FISHER struggled with. For purposes of differentiating between the company and the person, “EILEEN FISHER” shall refer to the company for the duration of this analysis summary.

The firm’s mission is: “To be a community hub [that] provides [their] guests with knowledge, tools, and the components for people to live longer, healthier, and more fun lives,” (Beyer, Faifman, Ho, Kezunovic, & Olian, p. 10). A focus on relationships with local customers paired with the reputation of being the local shop that has the resources necessary to educate or change one’s life in a positive way has created the brand that Lululemon is today. In fact, this is illustrated by the fact that Lululemon puts their ‘Lululemon manifesto’ on their products which is a “…series of statements that embodies [the] company’s vision, culture, and beliefs...of our vision to create components for people to live longer, healthier, and more fun lives,” (p. 3). Given the fact that customers purchase products with the manifesto on them illustrates that they believe that Lululemon actually fulfills the mission and values they claim to live by. Furthermore, the manifesto is a means of free advertising through which friends and family members of current customers will likely see on the products when used and ask them what the company stands for and want to learn more about

In addition, advertising feeds from mob mentality, convincing people a product will change their lives by deeming it fashionable or sophisticated. It bypasses logical thinking to take control of how people view themselves and their “need for esteem. People want and need to be respected and we need to feel good about ourselves. And this is where much advertising lives, often because we are selling products that people really do not need. L’Oreal’s ‘Because you’re worth it’ is the perfect example” (Madigan 83). For this reason, expectations of a person are manipulated to fit the wants of the industry to sell products. These people are affected since they feel as if they have no choice in what to wear, how their body should appear to others, and which brands they buy. It all comes down to the need to be apart of something bigger, instead of sticking out from the crowd.

Pepsi or Coke? Apple or Android? Starbucks or Tim Hortons? These are seemingly insignificant choices between products; however, taken together they structure the lives of individuals. To reduce brands to anything less would be to negate the significance they hold in the fabric of individual’s lives. What is important, then, is to uncover the ways in which certain brands weave their way into this fabric through their advertising practices and promotional culture. This paper begins with a brief historical outline of consumer culture and it’s ties to neoliberalism, and then moves to an in depth exploration of the way in which companies work to create and maintain a positive brand image among consumers. Through a focus on branding, versus product-specific advertising, companies work to create attachments and emotional bonds, effectively creating a loyal and invested customer base. Corporations draw upon established systems of meaning, selling consumer’s values and beliefs back to them in the form of a brand. This process is not unidirectional, operating simultaneously through individual consent and participation. In our modern, neoliberal market place, notions of individuality have positioned “the choosing self at the center of consumer culture”, and individuals seek self-fulfillment and satisfaction from “active lifestyle choices” (Arvidsson, 2001, p. 48). The self has come to be defined by the brands one identifies with.

In the article, ‘“Empowering” my Ass” (2017), Gaby Del Valle asserts her opinions on the issue of women-centered advertising. She views the concept of “empowertising”, as coined by Andi Zeisler, as just another scheme companies have implemented to make more money. Del Valle forwardly states: “The messaging has changed, but the purpose remains the same: Companies want you to buy their shit, and they’re happy to trick you into thinking consumerism is a form of self-expression to do so.” She provides examples of companies and aspiring brands who have recently begun integrating the concept of women empowerment into their advertising techniques. Brands such as Dove, Blink Fitness, Nike, and Aerie have all benefitted from spotlighting the idea

The stereotype of the luxurious woman portrays a woman who is extremely wealthy, adorned with jewelry and designer clothing. At first glance, a woman might aspire to live that extravagant lifestyle. The market plays into feeding this stereotype by marketing luxury items “predominantly to women, and women who can afford them invariably become luxury items themselves" (Chocano 110). Almost all the high-end luxury brands like Prada and Tiffany and Co. are regarded as women’s brands that also offer a small selection of men’s items. The targeting of woman by these brands cause the woman to objectified as only a means to sell their product. The woman wearing all of the clothing becomes a luxury item herself due to how rare it is for her to gain the financial freedom buy the clothes and merely

The Influence of Marketing Strategies “Whether on the television, radio or city bus, consumers face a barrage of advertisements throughout the day” (Kossman, 2013). Most people might believe they are not fazed by the advertisements surrounding them. Some may be right, but many have no idea how influential and persuasive billboards, posters, and commercials can be. Hollister and American Eagle Outfitters are two clothing brands with different marketing strategies that greatly influence the market they belong to. The different marketing strategies are unique, one uses a sexual appeal to draw in consumers and the other uses self-expression and the sense of belonging.

Consumers would want to buy the products so they can feel special or feel that they can be the same as those celebrities or athletes. Thus, people buy to feel the experience of feeling special, they are not what they buy. Consumers allowed themselves to become ‘’branded” because they buy the brands that the corporate markets. Consumers allow themselves to get sucked in the advertisements and they blindly follow what society wants them to follow, especially for gender and race. There are advertisements that target children, especially females and advertising tends to make females follow gender roles through barbie products. This alludes to Ann DuCille’s perspective, that, “ Barbie is just a piece of plastic, but what she says about the economic

In the past years, women were frowned upon whenever they portrayed sexuality in the way they dressed, acted or presented themselves to men. Now the times have drastically changed, the way society presents women in social media, television commercials, and even celebrities, all tend to glorify the sex appeal. Victoria Secret and Fredrick’s of Hollywood are two prominent companies that revolve around promoting woman’s sexuality. While analyzing both company’s websites, I found various similarities regarding color schemes, products, and marketing strategies. Victoria’s Secret is a multimillion dollar company that was founded in 1977, originally it was designed to be a high-end store where men could purchase women’s lingerie and undergarments for their wives without feeling uncomforted.

This essay will be addressing ideologies of consumer fetishism and pseudo-individuality through examining the commodity signs found in the mass marketing and advertising of designer cosmetics, particularly Chanel.

The history of lingerie can be traced back thousands of years to 3000 B.C., but it was not until 1977 when Roy Rogers founded Victoria’s Secret that lingerie evolved into what we think of now. In this paper, we examine the emergence of Victoria’s Secret as the leading retailer in women’s lingerie, the context for the innovation, and the approaches the firm took to commercialize the innovation. Victoria’s Secret was hardly the first lingerie retailer, but it was able to take advantage of a niche market demand, fortunate timing, and a well-sequenced ecosystem to become the market leader it is today. Our focus is on the period between 1977 when Roy Rogers first founded VS, through 1982 when he sold the company to The

According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns