FASHION BRANDS. Branding Style from Armani to Zara. 2nd edition

This identity is linked to brand values that have been communicated via marketing. Are you elegant, flighty, debonair, streetwise, intellectual, sexy. .

You don’t buy clothes – you buy an identity.’

Clothes and accessories are expressions of how we feel, how we see ourselves – and how we wish to be treated by others.

‘The reason for not spending money on publicity is that it doesn’t bring any added value to our customers.
We would rather concentrate on our offering in terms of design, prices, rapid turn-around of stock and the store experience.

we follow them through magazines, fashion shows, movies and city streets. We use trend-trackers and forecasting companies. We keep our eyes open.’

‘If there’s a group of loyal consumers who love H&M, we should foster that relationship. Mass communication is not always the answer – it’s more efficient to address those who are the most receptive to the message.’

crucially important to keep sight of the brand’s core values, which he lists as ‘fashionable, exciting and accessible’.

’s a sort of drug. This is a personal theory, but I believe it’s because they equate exterior change with interior change. They feel that, if they’ve changed their “look”, they’ve also evolved emotionally.’

Fashion is a factory that manufactures desire.’

don’t buy clothes – you buy an identity.’
This identity is linked to brand values that have been communicated via marketing. Are you elegant, flighty, debonair, streetwise, intellectual, sexy. . . or all of the above, depending on your mood? Don’t worry: we’ve got the outfit to match.