The first thing, that came to my mind, while I was reading the text by P. W. JORDAN was fashion industry. I couldn’t imagine a better example of dream economy, than in this sphere.
You open a magazine, you see an amazing beautiful model and no matter what she is advertising, you want it. Why? Because you want to look like her.
All the brands has their own policy, something like Hugo Boss is focused on the powerful, strong women/men, which were described in Starbucks paragraph in the text. This brand sometimes uses more mature models, but anyway they are models, they are beautiful and they catch your attention.
Sadly, but no brand would tell you just to be yourself ,(you are beautiful the way you are) because if they do, what they really mean would be «you can be yourself just in our clothes» to get more sales.
Most of the women (I can’t speak for the men), would always think, that someone is better, than they are. We are talking about self-image, when everybody see themselves very different from reality, more like Karlie Kloss, for example. And this helps to sell literally everything, every piece of clothes. You see it on Karlie and you are sure, that this piece of clothes would make you as beautiful as your favorite model is.
But there are a lot of other aspects of buying, what you might not need, but want.
For example I want to talk about one of the latest Moschino collections, because it was just terrible. I can’t say, that I was a big fan of this brand before Jeremy Scott and I can’t say, that all the collections he did I enjoyed, but at least I wanted them, except for this one.
I can say, that if you go to the Russian market in the cheapest area in Moscow you would probably find something similar. And knowing this the coolest it-girls in Russia would be happy to get it from Moschino. And why is this brand so popular right know?
Let’s take the Lifestyle trends section from the text and analyze it.
I would say just have a look at the girl, who is the best friend of the designer (at least we see her a lot on social media with him) – Miley Cyrus.
Within their last collection they are saying, that it’s ok to wear everything golden with a huge MOSCHINO sign on your hat. And I might say, not everyone can buy a £ 311.00 hat or a £1056 rucksack.
- Every second counts.
It is not about Moschino, but about fashion in general: the collections and trends are changing very very fast and each season brands are showing new collections not to stay at the same place.
«Getting your coffee from Starbucks was like being a member of an exclusive club.». It is the same with the clothes. Wearing a particular brand would open the doors to a particular events and people. If you are wearing mostly Moschino, you are not the same person, who wears H&M if saying it very simple and not discussing how massmarket can be nicely mixed with the luxury brands.
I am not sure about this one, but the designes of the last couple of collections,for example, the Barbie one, made people not to be afraid to look stupid or childish or even not to be afraid of such bright pink color.
This is the easiest one, because to be sure, that this brand would make you stand out from the crowd , you just need to have a look at the last collection.
As you can see, I got 6 from 8 points. This brand can really affect the society. This brand clearly understands people and knows them, what helps to sell whatever comes to the designer’s mind.