Branding

Developing a following in the fashion industry depends on the image that the brand portrays. This means that the brand name will evoke a certain image in the person's mind and thus, if they can and want to identify with it, they will usually support the brand. If they have been part of the brand since the beginning and then the brand re-invents itself, they still have the choice to continue following, or to switch. Usually switching comes at a cost tot he consumer, because they will now need to find another brand that will stand for what they themselves believe and stand for.

Is this not the same as worshiping? Even the experts agree in an article I read from the Journal of Retailing and Consumer Services, (Fashion retailing and the bottom line by Robin Pentecost and Lynda Andrews) - yes, read that first surname again ;) The following was mentioned from research conducted by Redden and Steiner(2000) - reference to follow below:

Redden and Steiner (2000) [... suggest] that fanatical behaviour retains aspects of normal behaviour, based on the degree of enthusiasm, excietment, passion and commitment and /or extremes to which an individual is prepared to go to consume an identified product or service. Researching branding, they suggest behaviours such as loyalty or worshiping potentially denote a fanatical consumer. thus, higher degrees of fanship can relate to higher degrees of consumption. We argue that fans portray distinctive behaivour that means they are not necessarily fashion leaders but very enthusiastic fashion followers.

(Redden and Steiner published in Journal of Consumer Marketing Volume 17 issue 4 pages 322-337: Fanatical Consumers: towards a framework for research.)

So, what does that mean for the general Christian? Can we still be fashionable or do we need to walk around like our grannies? What do we make of the consumerism and branding of shops we like and go to? Where do we draw the line? If their advertising starts offending us, or if we cannot wear anything in the store? I think we really need to think about this more, especially when we look at advertisements.

I think this post will link up nicely with another one I have planned for future, discussing modesty.