Retail Refugees


Building a Brand: People Buy Experiences, not Products
September 9, 2008, 3:13 pm
Filed under: Advertising, Art/Design, Fashion, Stores

Building a brand is not only a core product and its direct utility. It relys heavily on the whole image, feeling, and presentation of products in the context of the brand. Aside from advertising, perhaps one of the best examples of this is how Fashion houses use their shows to showcase the overall creative assets of the brand. Because we are in the midst of fashion weeks around the world (New York this week, London, etc. ) I was hoping some readers might be able to contribute some images of shows (big or small) around the world that are doing an effective job at communication and expressing the brand feeling, and not just showing products. The point for the brands is not necessarily, the clothes, but the whole experience of the brand. Retailers do not always have the necessity or resources to produce an event on the scale of a fashion show, but see some of the following examples for some inspiration. There is something to be learned about each of the images selected from the July issue of Wallpaper* magazine article specifically about the Paris Fahions Week mens shows. See how the setting alone for each of these embodies the essence of the brand, not only the products (Prada, John Galliani, Drien van Noten, Kris van Assche).

I am hoping for readers to send any images!


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