The relationship between leading trends in fashion and a personal image created by brands.
Have you ever asked yourself honestly, why people buy brands, or perhaps it's best to ask what the psychological message is behind it and instructs every potential customer to buy a brand and not just a product, unidentifiable?
The truth is, these questions are much heavier than they appear in the initial observation of the surface. They penetrate social sociological layers that characterize the late 20th and early 21st centuries. In the past, every place has been identified by local properties.
If there were dominant trends, they would be much more than negligible. Determined by the nobility or stratum that could afford it. Money has always been identified with power and sometimes money also allowed quality. So the noblewomen, in Europe as well as in America, could afford better quality clothing than the working class of old times. They set up their quality mark, with very clear rules for "allowed" and "forbidden" by which society was driving This is how you can recognize any meaningful work from that period, the woman trapped in her tight, lumpy dress, the seductive breast developers, as well as the male fashion, who wore certain kinds of tunics including tight to their intimate parts, and all thought it was the pinnacle of fashion, and it was politically correct to dress like that. On contrary, the person who used to be different was being set outside the society. But beyond that social circle, every stratum has developed her clothing, which is adapted to her needs and her economic ability.
As you know, these borders have been much blurred since the mid-20th century. The ruling class, with the most quantitative purchasing power, is the middle class -- the middle class and as such it has adapted prominent characterization lines. It has considerable economic power and wants to determine its characterization and the leading lines of fashion it wears.
And yet, we said nothing, because, despite the quantitative and economic power of the middle class, that broad stratum still wants to resemble the " top", the really rich group, to the upper class at least economically. This means that everything that characterizes it is really a role model. If we take some aspects, it's pretty simplistic to clarify it. The world's rich group of the jet generation, what they call it, is characterized by the ability to realize what others see as part of the dream of the good life. It means being a millionaire at a young age, or at least being seen as one.
As part of that worldview, youth and the power associated with them are a starting point for a much wider world that is being passed to us today through various media, including ads. The world today worships young people and youth, and so does anyone who is no longer young, who wants to look like one. So you can see teenagers in designer jeans, for example, But equally, you will see seniors who barely shuffle who are wearing the same product in their desperate experience of sampling the same fountain of youth, that might thankfully stick to them, too. The jet generation is characterized by a life of no responsibility, at least outward in the fashionable aspect. The possibility of spending your free time the way you want, which means being on some Riviera, with the right tan look, or maybe better off on a yacht, a race car, or a private jet and preferably when a girl or two hangs around your neck.
The media has developed this ritual into a myth that everyone who supposedly has intelligence wants to be like them. As we said, we talked about the subject of youth, and we still haven't said a word about the term "fashion brand" in that regard.
Well, the connection is clear. The brands, which broke their way into our world in the mid-1950s, have since made a clear and leading way to the center of the economic arena in the fashion world. The brands everywhere are transmitting and giving you the same identity. They give you the tools and even for appearances to be exactly who you want to be. The brands are also arranged in this way, which they label you financially. Today it is no longer the nobility of the court that sets the tone. In a media world where everything is almost visible and well-known and everyone sees everyone, the tone-giving is the new rich. Movie/music industry people/TV. People who built themselves in ten fingers.
They are the ones whose "dignity" is seemingly more accessible to all of us, as there is no good blood connection or a structured economic background. They're the same kind of people who look like us and have managed to make the dream come true. We want to look like them. And in that sense, it means young people, beautiful and successful primarily financially. There's a whole generation of new innovators, from the tech world and the new industries that are also giving the tone.
And so buying the brands, which is a global trend -- that we can't ignore anymore, helps us belong to. While everyone likes to define their identity personally, but in a world of brands and there are thousands, if not more, for an individual, it's easier to define itself. And that definition of power is beautiful inward toward ourselves and even more important to the world. Every purchase of any brand, by choice, is stabilizing you on a particular scale. True, that people mostly buy products that they like, they're comfortable and they look "equal," but beyond that, choosing the X brand rather than the Y brand has a lot of meaning. And if you give some thought to this issue, you'll find out how complex and profound it is, beyond what we've thought so far, and in this article we've touched only at the tip of the iceberg, to stimulate you to another deeper thought about it. Derived from all of this, the brand market is the leading fashion designer today.
Most designers, marketers, and those who work in the field, dream of the moment their product becomes a brand. True, it does fashion for the masses, but once you have a brand in your hand, it also means that you got on the economic success cart, since the brands are generally going to a wide market (though there are also niche brands) and in practice, those who enter the brands, buy brand licenses, And it's no wonder.