Quotes + Thoughts | On symbolic value

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I don’t design clothes, I design dreams. ~ Ralph Lauren

Here’s a guy who clearly “gets” branding, and understands the deep connection with consumer psyche with brands. This is of course a “given” in the fashion and luxury goods industry, where the brand owners know full well that consumer NEVER buy luxury goods for their functional nor emotional value, but rather for their symbolic value. The attached meaning is that of the deeper part of the brain, called Reptilian Brain, that operates on instinct and impulse. And consumers of Luxury Brands are “going to battle” every day, as they use the Brands as weapons to survive in their tribe, outdoing each other and to constantly be “up with The Joneses” is what drives them. This also explains why even during the recession luxury brands didn’t show a significant dip in global sales.

Inspiration: Brandy Pham


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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