We’ve been focusing on brand imaging and positioning a lot in my fashion merchandising class. A brand’s image is created within the minds of people, consisting of all the information and expectations associated with a product or the company providing it. It is a much more complex area of fashion than it may initially seem to be. When considering a brand’s image, you must consider:
- the brand’s character, core brand values, and behaviors
- how consistently the brand tells a story
how the consumer perceives the brand
- how the merchandise correlates to the brand image
Last week, we went to the flatiron district (check out my post Shopping Guide: Part Deux). We were assigned to pick 4 stores that had merchandise that directly correlated to the brand’s image, and then pick one item from each store that stood out to us and talk about how each product represented the brand’s image while referring to fabric, print, colors, silhouette, design, and differentiation points.
Here is my project in case you’d like to see!
Just copy and paste the link into your internet browser to see it.