Branding: The Multichannel Shopper

Clothes may make the man, but brands make the clothes. Who hasn’t succumbed to the lure of a designer label because of … well, the label?

Clothing companies have a unique advantage when it comes to building brands: People buy clothes to reflect who they are or who they want to be. It’s a direct reflection of how they want to be perceived. Think about this if you’ve ever not purchased a T-shirt because the label was too prominent: Was it really because you didn’t want to be a walking advertisement, or was it just the wrong advertisement?