Why do you buy things you don’t need?

Only in 2011 fashion industry was worth almost 3 billion U.S dollars, this industry employs many techniques to persuade people to spend their hard-earned money on garments they don’t necessarily need in their life. Bruno Remaury explains that traditional marketing is based on need. Companies produce a product that corresponds to an existing demand and attempt to prove that their product is the best in its category. But fashion is based on creating a need where, in reality, there is none. Hr concludes that fashion is the factory that manufactures desire.

Stewart Pearson in his book “Building Brand Directly” explains that brand is a combination of features (what the product is), customer benefits (what needs and wants product meets) and values (what the customer associates with the product). In order to follow the global trend, fashion retailers are now trying to create emotional connections with their customers through emotional branding & tapping into all five senses (vision, touch, taste, smell and sound). Companies should aim to establish more powerful connection with their customers, who can ‘feel’ the brand on many different levels – often in a deeply emotional way. Fashion brands aim to create a credible, sincere emotional connections with the consumer to be able to command higher consideration and solidify brand loyalty.

In the book “Fashion Brands” by Mark Tungate brings Prada as an example of the company which was able to understand that the brand message had to be carried right through from advertising to clothing store. Nowadays, clothing brands are building the entire universe around their garments by creating an experience when shoppers can spend time investigating and considering the desired products with the high level of “involvement”.  The key to a successful fashion label lay not just in the garments but in the universe surrounding them.





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4 Responses to Why do you buy things you don’t need?

  1. malvinabelle says:

    Interesting article thanks. I’m used to splurges and I think that a lot of pepole do. It inscribed by fashion, and emotional connections and brands play with it. For example I know that one day my mother realized that she bought unusual things because she listened a chilhood song on the market. A lot of element affect our choice and most of the time we don’t know it.

  2. morganepasquier says:

    Really interesting and true ! Nowadays brands are creating the needs. When you see an item which become really trendy, you think you need it, so you buy it and only once you have it, you understand that you didn’t really need it. Brands are offering many diverse environments, for example the brand Abercrombie&Fitch became well-known thanks to their purchase environment. Their shops were really unique and that’s how they created this fascination from people for their brand.

  3. mherr96 says:

    Hey metropoliabizcom2015! I really liked your post and I have to admit it is completely true. I am one of those who goes shopping just to buy what I need, and after a few minutes I am already looking around to things that I do not really need…could be the allocation of the shop, the music they are playing or many other things but at then end, they are “forcing” you to buy and that is their strategy.

  4. seunghh says:

    Hey Metropoliabizcom2015!

    I really enjoyed reading your post, because it explained our market society pretty well. In first world countries, the customers are mostly buying on impulse and not rational thinking. That is documented pretty much everywhere in B2C industry. I agree completely that companies nowadays ”create” the problems/needs for the customers and offer their ”solutions” which are the products. Ofcourse solutions need to be marketed pretty well, in order to make customers to have that impulse to buy them.

    Very good read on the modern day consumer behavior, thanks.

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