Fashion Branding and Consumer Behaviors: An Introduction

Abstract

Nowadays, effective branding is a critical success factor for all kinds of fashion brands and it also affects consumer welfare. By effective branding strategies, fashion brands can create equity, foster consumer brand loyalty, and enhance profitability. Essentially, consumers buying branded fashion products enjoy not only the functional needs of the products but also the excitement and other social needs (e.g., self-image projection, showing desirable lifestyle and social status etc). Proper branding strategies can enhance both dimensions and create a win-win situation in which consumers are more satisfied and the fashion brands make more profit. In the long run, both the fashion brands and consumers will be much benefited.