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Marketing Fashion by Harriet Posner

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5

Introduction to Branding

 

Branding is becoming an ever more important tool for marketing fashion. As companies manage to match each other with their ability to deliver appropriately priced, quality fashionable product, so something extra needs to come into play, something emotional and connecting. This is where the brand comes in. There is no doubt that marketing fashion has evolved. It is no longer just about the products themselves or ensuring that the right products are in the right place at the right time; now it is brand experience that differentiates. Lori Rosenwasser, Global Director of Brand Engagement at Landor Associates, suggests that, “We are now in the age of the experience brand” (2008). In a highly competitive marketplace, ...

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