Marketers spend a lot of time trying to make customers fall in love with a branded. Their mission is for you to reach out and grab fashion items from the shelf without hesitation. Sales professionals know that the consumer chooses not with his mind, but with his heart. That is why you unknowingly buy love brands and don’t think about the consequences. Although the whole world has long abandoned spontaneous purchases.
Have you ever wondered why you want to buy this particular phone / cabinet / washing powder? Is it all about functionality, taste, or appearance? Bright Side decided to figure out why we love some brands so much.
What kind of love brands do you buy?
Large companies spend millions of dollars researching their customers. They conduct polls, experiment, and slowly tame us. Global brands make it so that we cannot imagine our life without them. Magic? No.
In the world of professional marketing, there is the concept of “love-brand”. This is a brand that most buyers are loyal to. The very same branded clothing/ electronics / furniture that we choose almost on the go. Still, the consumer was convinced that only this product would make him beautiful, healthy and successful. Only in this car are you like Bond. Without this phone, you will lag behind life. And this coffee looks great on Instagram shots.
How do you Fall into the Trap of Love Brands
The world’s love brands have a few tricks that help them hook us.
A clear story. Does the brand talk about itself like it’s your story too? Does he make you dream? Allows you to briefly become who you dreamed of being: young, successful, slim, athletic, smart or funny?
Sensuality. The brand makes you feel strong emotions. The anticipation of possession or the joy that your sheets are whiter than your neighbor’s. A brand has a color, shape, or taste that makes you feel strong even before you paid for it.
Intimacy . The consumer creates a personal relationship with the brand and the feeling that this thing was created just for him.
So the trap slammed shut. You buy a pair of jeans for $ 200, not $ 30, because they have the coveted tag on them. You stand in line for a glass of coffee with your name written on it. You pant, but you assemble furniture yourself, which is not so cheap. You are caught. So what’s wrong with that?
The decades of the 1990s – 2000s can be safely called a time of brand worship. The man, hung from head to toe with corporate logos, did not cause ridicule. But today, buyers around the world are abandoning branded products. And that’s why.
People Don’t Want to Become a Walking Ad
The brand uses you as a billboard. You buy a T-shirt with the manufacturer’s logo and pay him money to actually advertise his clothes. A bit illogical, isn’t it? Take a look at the photos of fashion bloggers on Instagram: bags, cosmetics, phones – all these things are covered with branded inscriptions.
However, large brands heard the wishes of buyers and began to disguise the tags on their clothes. Today it is no longer fashionable to wear clothes and accessories with the manufacturer’s logo.
Buyers Don’t Want to Overpay
Retailers like Guess and Crocs are closing hundreds of stores. Simply because people refuse to buy from them. The popular brands were replaced by the no name product. So, the Amazon online store caught the wave and began to release nameless clothes, which are not inferior in quality to well-known brands. Why pay $ 50 for a T-shirt that sells for $ 12 on Amazon?
Fashion is dying. Polls show that modern people are abandoning clothing for the day out and increasingly wearing jeans and T-shirts. Mark Zuckerberg and Steve Jobs showed the world that a billionaire can walk in the most ordinary clothes. And the world liked it.
There are too many cheap clothes and brands mean little anymore. And if in Russia people save on clothes because of the unstable economic situation, then in the United States they refuse brands out of principle. Buyers prefer cheap basic things, because their quality is no different from branded ones, and you will not surprise anyone with a tag.
People realized that Impressions are more important than Things
Millennials don’t buy a bunch of things anymore. Instead of clogging up their home with useless junk, these people travel, meet friends, and attend cultural events. And recently, scientists have also proved that happiness can be bought. True, you need to spend your money not on material items, but on creating a baggage of positive impressions. Material goods are far less enjoyable than a fun weekend or going to a concert. Modern society is fed up with things and now craves food for the soul.
A Few Words on How to Give up Love Branded
If you decide to stop wasting money, take a look here. This site evaluates brands’ ethics on several dimensions: sustainability, rejection of cheap labor, and tolerance.
Don’t hoard piles of cheap clothes. Before you buy any wardrobe item, consider whether you will wear it at least 30 times. This is a life hack used by experts on ethical consumption.
The authors of Lucky Money: The Science of Smart Spending recommend trying delayed consumption. In other words, save now and spend later. So you will have time to think about the feasibility of purchasing and enjoy the anticipation. And there, perhaps, there will be no need to buy anything.
Try to calculate how much you spend on branded clothing, cosmetics, and electronics. Today these things seem important, and tomorrow there will be more fashionable ones, which will need to fork out again.