The Relationship Between Leading Trends in Fashion and a Personal Image Created by Brands.
Have you ever honestly asked yourself why people buy brands, or is it better to ask what psychological message instructs every potential customer to buy a brand rather than just an unidentifiable product?
The truth is that these questions are much heavier than they appear on the surface. They penetrate the sociological layers that characterize the late 20th and early 21st centuries. In the past, every place was identified by local properties. If there were dominant trends, they were determined by the nobility or stratum that could afford them.
Money has always been identified with power, and sometimes, it also allowed for quality. So noblewomen in Europe and 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 driven.
This is how you can recognize any meaningful work from that period—the woman trapped in her tight, lumpy dress, the seductive breast developers, and the male fashion, who wore certain kinds of tunics, including those tight to their intimate parts, and all thought it was the pinnacle of fashion. It was politically correct to dress like that. On the contrary, the person who used to be different was being set outside of society.
But beyond that social circle, every stratum developed its clothing, which adapted to its needs and economic ability.
As you know, these borders have been blurred since the mid-20th century. The ruling class, with the most quantitative purchasing power, is 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 have 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, or 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 them. The world's rich group of the jet generation, or 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 and wants to look like one. You can see teenagers in designer jeans, for example, but equally, you will see seniors who barely shuffle and are wearing the same product in their desperate experience of sampling the same fountain of youth, which 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.
The connection is clear: brands that entered our world in the mid-1950s have since become prominent in the fashion industry's economic arena. Brands are everywhere, transmitting the same identity and providing tools for individuals to appear exactly as they wish. Brands also label individuals financially. Today, it is no longer the nobility of the court that sets the tone. In a media world where everything is visible and well-known, tone-giving now comes from the new rich, such as movie, music, and TV industry professionals who have achieved success through hard work.
Their "dignity" is seemingly more accessible to all of us, as there is no good blood connection or structured economic background. They are like us, and we want to look like them. This means that young people who are financially successful, beautiful, and successful in other ways, set the tone. A whole generation of new innovators, from the tech world and new industries, are also giving the tone.
Buying brands is a global trend that we cannot ignore, and it helps us belong. While everyone likes to define their identity personally, in a world of brands, where there are thousands to choose from, it is easier to define oneself.
This definition of power is beautiful inwardly towards ourselves and even more important to the world. Every purchase of any brand, by choice, stabilizes an individual on a particular scale. While people usually buy products they like and are comfortable with, choosing one brand over another has a significant meaning. This issue is complex and profound, and this article has only touched the tip of the iceberg, stimulating deeper thought.
As a result, the brand market is the leading fashion designer today.
Most designers, marketers, and those in the field dream of the moment their product becomes a brand. Although it caters to the masses, having a brand means economic success since brands generally go to a wide market (although there are also niche brands). In practice, those who enter the brands buy brand licenses, which is no surprise.