The Relationship Between Social Labeling and Fashion Brands Especially in Adolescents
If we tour the globe, in underdeveloped societies, as anthropologists sometimes do, let's say in the tribe on an island in the Indian Ocean, that the eye of the white man is not yet tanned - we will soon discover that society knows how to label itself in visual ways to signal to those who do not know, who is who.
For example, prenuptial girls will have a bracelet of a certain color on their necks. Married women will, for example, have another particular tattoo on their hands. A rich man with several wives will have one kind of decoration or weapon, and a poor man will have something else. As well as a young boy who hasn't married yet. He will have other social symbols, which the particular society has chosen to facilitate the social identification of the person facing it. Such a society will give very clear visual codes, which will tell in a second everyone who meets them and sees, who exactly they met - who they are.
Equally, this exists in traditional societies. The Muslim society, for example, is a society that maintains its women's modesty. In such a situation, a woman who has reached puberty, if she lives in a traditional society that adheres to religion, the woman will be covered from head to toe to maintain her modesty. And so do other societies that adhere to clear ethical and social codes. Especially in societies that live by a certain religion.
Those same societies are interested in tagging a person according to his clothes and according to a certain database of codes that exist in that societies. And here is the time to ask, how much have we progressed or changed from that?
Well, the answer is that we haven't changed at all. Even in seemingly advanced Europe, in previous centuries, "the garment made man." It was enough to look at someone on the street of Paris for example in the 18th century to know who was standing in front of you. What his socioeconomic status is and sometimes it was enough in this observation to know where he lived and what he was doing. At that time, society was unequal and inevitably undemocratic.
It is interesting to take the same equation that says, look at a person and know who he is and what he is only by his outward signs - and check and see how it works in the modern global society that exists today.
Surprisingly, we'll find that not much has changed. What has changed is the emphasis on developing unique features for a local society that has been greatly diminished. Even today the tagging exists and is done. The ways to do it have become a little more sophisticated than in the past, yet they certainly exist. Today the work is done exceptionally well in the brands. The same brands you can buy in Europe, the USA, Asia, the United States, and everywhere else, are developed across the globe.
And things have become very simple and clear. Whoever has X financial ability buys a certain brand. Today brands are our way of saying what our financial ability is or whether to express it more bluntly they say how much we are worth. Just as once in primitive society, suppose those who had it so and so sheep, horses, camels, etc. would wear a certain garment, today they do so in a more sophisticated way by buying a luxury brand. Like "Santa Barbara Polo Club"
Today there is indeed a certain space for "fraud", and a person who is also not financially based, can unusually buy a certain garment that will associate it with the same social-economic "club", but it is the creation of a virtual reality, which can be created once, but it is impossible to deceive everyone all the time.
The society of adults in the global world, where everything is open, has made the same socioeconomic codes familiar and known to everyone. That's why almost every brand that exists in the modern fashion market tries to classify itself, socially and economically, into a particular niche that should be its target audience.
There are endless brands, each of which appeals to the same niche. But what is happening is that we are all trying to resemble what we think is the beneficiary.
Consider a brand such as Perry Ellis or FOREVER 21. Or others. Already, the product design knows who its future clientele will be and what their purchasing power will be.
Society tries through the brands to resemble its admiration terms, which symbolize power, money, and success. These brands also have a concept of good taste and high-quality products with proper design.
And so for example anyone who "did it financially" buys the same brands. People also try to resemble, the objects of their admiration. For those who've already done it.
Further to this, there are additional classifications. Many brands appeal to the middle class, the social layer that today has the most purchasing power, this society dictates more standards today beyond, the symbols we talked about. They require comfortable, wearable, useful, and especially high-quality fashion given the need for reuse of the product rather than as a disposable garment. The same society also makes demands for innovation, freshness, and especially beauty.
It is true that in these statements, we supposedly create a "flat" society, which does not have unique classifications and personal expression, of choice and private taste. And in practice that's not so true. For the supply that exists today in the brand, the market is so wide and almost infinite that anyone can truly choose what he likes and suits his character, occupation, and personal taste in fashion and define his fashionable needs accordingly. And yet, when a person says they bought a product from the "Santa Barbara Polo Club" brand or "Marilyn Monroe" brand he already says about himself in a very good way or indirectly. And society around him knows how to label him in its sophisticated way. The same is true of the youth company, where things are sharper and clearer than the perception of age.
Teenagers will be able to tell you by the brand you're wearing who you are. Are you in business, are you "cool", are you acceptable, do you know what the dominant trends are going with them, and so on? Or "God forbid" the opposite. At these ages, the desire to belong to a society is one of the strongest, and young people define their identity through this. For example, those who do not have the brand "Acer" in certain societies simply do not "count." The same is true with brands such as AIRWALK or FOREVER 21 that are unique to the surfer society. And even those who are not surfers want to be perceived as such. Like many other social trends, it is difficult to judge the phenomenon in terms of desirable, good, and bad.
It's just that, and you have to see it and admit the dimensions of the matter. Those who understood this quickly and well are all those people who are looking for an opportunity for a comfortable and safe financial investment. People who have recognized the potential of the brand market. Today companies such as G.L.G- Holding ltd. offer brands for marketing and distribution to any potential applicant when economic success is guaranteed. The so wise investor recognizes this opportunity and takes the option of brand licensing with both hands.