My ten year old daughter has announced that she wants a Hollister hoodie. She wants one so much that she's prepared to spend £50 of her own money on one. Oh, and she would like a Blackberry for Christmas if Santa can't stretch of a iphone 4S. Where did this come from? I suppose I shouldn't be surprised, we're raised to make brand decisions from day one - are you a Pepper Pig follower or a In the Night Garden follower? How influenced are we by what our friends like/ watch/ listen to? As a parent starting to consider secondary schools, the answer to this would be 'hugely'.
If we agree that at the core of brand is identity, and at the core of identity is purpose and belonging - then I really should not be surprised that my daughter wants to pay over the odds for a heavily branded piece of clothing. Her purpose is to belong. To belong, or be part of, her peer group. At least there is an honesty to this need. An honesty that is lost as we grow older and try to pretend that we are not influenced by brand and positioning. Now, where is my Gucci watch...
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