Gucci. Giorgio Armani. Gianni Versace. Calvin Klein. Dolce and Gabbana…
Why are countless consumers prepared to pay an arm and a leg for brand name clothing?
What does it give them that other clothing doesn’t? These questions are asked daily by shrewd marketing experts worldwide trying to appeal to the ever-increasing number of impressionable shoppers who want to wear brand name clothing like a badge of honor.
The psychology of why people buy brand names over plain clothing is really quite simple. It stems from a deep-seated desire which can be traced way back to cave man days.
Brand name clothing gives a sense of safety
The need to belong to a pack or group of others has always been considered a high priority in terms of survival. It is an intrinsic part of our DNA. The modern view on this is that we all want to be part of a group that we can identify with. It provides us with a sense of ‘safety in numbers’. Whether we realize it or not, belonging to a group gives us security.
We can easily identify others in our group by recognizing the other persons style is the same or similar to our own. By having a similar style of brand name clothing, the individuals feel that they are no longer insignificant, but rather an essential member of a bigger team. This in turn elevates their confidence, self belief and sense of well-being.
Finding your ‘family’ using brand name clothing
Brand name clothing is widely recognised as being an essential part of your wardrobe if you want to fit in to a certain group. This can be highlighted by ‘red carpet’ events where everyone is wearing a designer brand name, and indeed commentary of these events centers around who is wearing which brand name.
On a different scale you will find teenagers prefer a few specific producers of brand name clothing that appeals to them. Likewise older females will gather towards a brand with a more mature outlook. The business types are likely to gravitate towards a rugged brand. Football fans will be wearing the colors of their favorite team, and so on.
Each group of customers is specific in their likes and dislikes with one aim in mind. To fit into a group of like-minded individuals for safety, survival and the greater good of the ‘family’.