Branded for life!

A product line, major positioning at the retail outlets, some captivating media campaigns is all it takes to establish a BRAND in the market. The perspective towards brand is build up because of the consumer’s previous experience with the brand, the name of the company or through advertising designs, etc. Brands are usually associated with apparels and accessories. The concept of brands has undoubtedly become a colossal component of the youth culture.

So what is it that makes the younger generation thrive on brands? “Brands definitely provide value for money. The branded clothes that I generally wear are of the first grade when it comes to quality and can be used in the long run. Above all, I do not pay an exorbitant price for the same,” comments Shadaab Akhoon, a student of Rizvi College, Bandra who favours brands like Wrangler and Pepe when it comes to his apparels.

Today Indian consumers especially the youth are far more passionate about dressing up well. For Aniket Khade, a Marol resident prioritizes “comfort” while picking up some of his favourite brands like Spykar and Lee Cooper. These brands add an international appeal to his wardrobe.

The market for brands in India always existed post glogalization,era, but its only now that the youth have made the international brands a phenomenon. Why limit ourselves to international brands, when a handful of Indian brands like Spykar, Tuscan Verve, Indian Terrain, Fab India or the in-house products of Shopper’s Stop and Lifestyles have captured a large chunk of the Indian textile market.

Are brands looked upon as status symbol? According to Aditi Pradhan (name changed), “Wearing branded apparels and accessories is a matter of status quo and I would definitely prefer them to non branded goods. The quality of branded products is a cut above the rest and for me it remains a status issue, more often when you are pressurized within you social circle”.

The “feel” about branded outfits impresses the youth to an extent that, right from their T-shirts to their sports wear and their head gear is all branded. A normal day in the life of Parag Thorat, an IT professional would be like wearing a John Players shirt with a Killer jeans, well equipped with a Rayban glares and Woodland shoes. This is something he would term as, “perfect style statement”

“Brands like Allen Solly, Van Heusen, Provogue, etc add a dash of professionalism after donning for an official meeting or in general at the workplace. Gone are the days, when a CEO would dressed himself in non-branded outfits. Brands create an impression that lasts longer.” says Aniket Rahalkar, a sales executive.

No doubt, wearing brands means emptying one’s pockets but considering the variety, the perfect size, durability, brand loyalists do not think twice to cash out. Sapna Nair, a correspondent with Agency Faqs.com states “Shopping for branded items is very effortless since most of the items are available under one roof, rather than sweating it out hunting for the perfect size in different shops. It is like indulging into shopping in the real sense, thus making it a pleasant experience. Whether or not it is stylish, sporting brands is all about dressing up well.”

Companies spend millions of dollars every year to capture the attention of the youth market. With the youth market, campaigns and their promotional products are making impressions for the future and that is something that every company and organization must remember. However, do wearing branded outfits encourage advertising for the company is something these ‘brand freaks’ needs to debate with themselves?