Do you feel more confident holding Chanel bag versus a target one? According to Faze Fashion Debate, (http://faze.ca/fashion-debate-brands-vs-no-brands/) most people will say yes. This source is reliable because it is a fashion website that analyzed why people feel different when they buy brand names over no-brand names. Many brand name ideas are wants, but why are these wants to strong? People throw their idea of a budget out the window when they see a huge logo on a good. However, there could be the same good for a fraction of the price. When consumers see a brand name on an item, they don’t consider the trade-offs on what they could have if they save the money. Most people just splurge right away. People feel more confident and more relatable when they are wearing a high-end good. Therefore people's incentive to want them are higher.
This source was taken from interviewing a range of age of girls and asking their insight on why brand names are more appealing than basic ones. I see brands all throughout school, with all lunch bags being Lululemon, all the gym shoes being Nike, and all phones being iPhone 6 or later. Everyone in high school is obsessed with branding because of they, myself included, know it is the way they appear relatable. When the article asked teens why they buy brand names over non-names, they responded “buying strictly brand names are looking to their clothes for self-confidence.”
When do people start caring about brands?
The department marketing from the University Of Wisconsin had this same question, and he conducted a study that answered the question to when kids start to care about branding on their clothes. He came to a conclusion that “ by the time children reach 12 years of age, they use brand names as an important conceptual cue in consumer judgments.” This is roughly around the time students enter middle school, which makes sense. The cliques and popularity emerge the most in middle school, and branding is important to keep up appearances. People don’t just pay for the logo when they pay for new clothes, but they are paying for the confidence and appearances.
Future Questions to Consider:
- How do sellers influence consumers to purchase higher-end goods?
- What is the difference between high end and low end?
- Why do people feel differently if they are wearing a high-end good?
- Are people more motivated to buy something if it has a brand label on it?
