1. Fashion branding is "The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers overall experience that is unique, different, special and identifiable." (Brand Story) Branding establish a products identity by "creating a vision for the company," and "shapes and contextualizes a garment or accessory." (Brand Story)
2. Companies are able to sell items like T-shirts, jeans and sunglasses at high prices, because "couture garments rely on craftsmanship to sell and mass-produced products depend on branding to make them appear unique among their competitors." (Brand Story) Companies also want a certain target audience to be able to wear and afford their brand. Their merchandise is high-priced because it is made out of expensive material and is either portrayed as a luxury brand.
For example here is a Prada ad campaign for eye-wear, Prada's glasses are not your normal average price but they are ranged from $220-$350 because of the brand image and is considered to be a luxury.
3. Three consumer groups are: skaters, military and parents. In my opinion, I think that they all differ from each other with regards of fashion and they types of brands they purchase, because each group has their own necessities that they need or want to make them who they are. Skaters would normally shop at skate shops and stores such as Vans, Zumiez and etc. to purchase a new skateboard, safety equipment, shoes and clothes. They’re price range for a shirt wouldn’t be more than $45. As on the other hand, people in the military are more likely to purchase uniforms and electronics and would shop on base. They wouldn’t need to buy much civilian clothing. Parents however would mainly spend their money on their selves, their children and groceries. Most parents wouldn’t dress like a 17 year old or shop where they shop. They like to shop for clothes that make them look more sophisticated and make them feel comfortable.
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