For many years there have been the Abercrombie & Fitch, American Eagle, and Aeropostale clothes followers. Now, a new culture has emerged among young women that is more sophisticated and tries to appeal less “brandy.” These kinds of brands are culturally significant because brands such as H&M (Hennes and Mauritz), Banana Republic, Forever 21, and Express have learned not to write their label all over the clothes they are trying to sell.
This new approach to marketing is definitely a result of too much advertisement of mass produced clothing. People are shunning the clothes with the huge logos and icons away and it says a little bit about our culture today. It says that we are going to be intolerant to companies trying to market their products in such an unfashionable and ostentatious way. It also says that we do not care what brand we are wearing, just that it looks good.
H&M portrays my identity as one that is not totally concerned with popular brands, but just with fashion. These two do not have to go hand in hand and it is easy to see that H&M has developed this view as well. My taste in clothes can be defined as being eclectic, which is what is popular today and what H&M tries to sell. Shopping around, finding good deals, and buying the not-so-ridiculously-expensive clothes is what’s in. The brand expresses my values because of its price range and clothing style. It is on the more affordable side and is a little conservative, without plunging cleavage lines and short, short miniskirts. Because H&M represents my style so well, I secretly believe H&M stands for happiness and me.
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3 comments:
I thought your view on name brand clothing was good- if it's at American Eagle or Abercrombie & Fitch, people will buy it! I think H&M allows you to be more imaginitive with clothes and your wardrobe and pair things up to go together instead of getting jeans and a T-shirt that says a brand all over it. I also agree that it's more fashion forward instead of what everyone's getting, and you can make a statement with H&M's clothing.
I never notices that their labels were not all over their clothes. That it very intersting that they don't use that tactic like every other company. Hollister has their logo on all clothes, sometimes as big as the clothing itself.
I have never really shopped at H&M. I do however, relate to what you were saying about consumers not wanting brands displayed all over their clothing. I think maybe I will have to check out H&M since they seem less consumed by the market, and more concerned with the customer.
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