"Specialty clothing retailers this fall want to let shoppers know that they, too, are a brand" by Jennifer Steinhauer

1) Quotation

"Translation: an advertisement that features a shirt, jacket, hat and pants shows that the store sells many interchangeable separates, and the fact that a woman is studying while wearing one Ann Taylor outfit and skipping about in a carefree manner in another shows that one can wear these clothes in all types of situations."

This quote from the top of the second page shows how the specialty cloth retailers are able to advertise themselves as a name brand in a casual, sleek way. The stores are advertising that their clothing works well and looks good in everyday situations, and this is appealing to consumers. This in turn improves the reputation of the brand because people see it in more situations. Wearing nice clothes is no longer an exclusive event but rather more common.

2) Many designer clothing companies have created icons that most people can recognize. Polo Ralph Lauren is one of these companies. Most people that see a shirt with a small polo player on a horse know that the shirt was made by Ralph Lauren.

Clothing from this company is generally seen as a bit classier. The image itself shows a polo player, and polo is a sport that people from the upper class in England used to play. It is a very posh icon, and this reflects on the clothing itself. The company is marketing to people that want to look nice but at the same time not too formal. Thus, they are selling not just clothing but also the posh feel of wearing a polo.

3) I try my best not to buy too much expensive clothing because I think it is all the same in the end. A shirt is a shirt is a shirt to me. Brand image is not something I let factor into my decision when making purchases. I think it's a bit sad that clothing has come to define people sometime. People judge others based on their clothing, so many go looking to buy Armani, Versace, Burbery, etc. These brands are all associated with expense, so they are admired and coveted. Since most people do not actually buy clothes from these types of companies, anybody that does manage to have one is defined by them.