More Musings on the Story of Stuff – Branding & Marketing

As I said yesterday, I’m currently reading this book:

Today, in the chapter on distribution I struck upon something horrifying. I guess I sort of knew this already, but seeing it in black and white is even more shocking. I’m sure we all know that most companies out there don’t actually make the stuff they sell, but they buy it in and have unknown manufacturers make it for them. We’ve seen this so much in the clothing industry where brands like H&M and Primark have clothes made up in India and take no responsibility for the working practices of those in their supply chain. This is all part of these companies plans to cut costs, basically by abdicating responsibility.

This efficiency driven, cost-cutting is pervasive. Companies don’t make the stuff they sell, they simply brand it. Apple don’t make computers, but they sure as heck have created a brand that people crave. H&M don’t make clothes, Nike doesn’t make trainers. They all simply buy the garments and items from producers, or the parts to assemble them and often not even from the same factory, but from multiple producers. It’s quite possible that one factory churns out the exact same product for multiple retailers.

So really, let’s face it – it’s often not the item we are buying, but we’ve been sold on the brand. The founder of Nike even admitted that the company once saw themselves as production oriented, but that they now understand their most important function is to market the product. So guess where they put all their money? Advertising. And often this advertising isn’t even for a specific product, it’s all about the image they want to associate with their brand. Nike aren’t selling your trainers, they are selling you a fashion statement that in this climate will probably be outdated in a mere 2 weeks!

How to make gift cards work hard for you

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So, what do you do with all these gift cards you’ve been earning on Swagbucks or given for Christmas? Today I’m here to explain how to make them work harder for you. It’s tempting to hit the sales with them immediately after Christmas and before New Year, when the shops are pushing the fact that they have a sale big time. And whilst, if you really want a certain thing (especially something that’s bound to be popular) and want to be sure you don’t miss out, then that’s a good idea. Generally, it’s not – by this point in January most retailers are getting desperate to shift their old stock. We all know from the news, that retailers in the UK are generally having a very tough time out there and so, most of them have shed loads of stuff still left to shift.

By waiting until this point, and picking your day – you can hit retailers when they mark things down to 70%-75% off (or greater if you’re prepared to wait another week or so). This is when stuff becomes as cheap, or cheaper than buying it second hand in charity shops. So, take that stash of gift cards and hit the shops (but only if there’s stuff you really want or need).

Marks and Spencer went to 70% off in-store and online yesterday. I shopped both methods and found that the discounts were greater (nearer 80% in store, where they have shed loads of stock) and slightly less online (usually differing by between £1-£2). Mothercare have gone down to 75% off. Debenhams and H&M are at 70% off. You get the gist of it, most retailers will be dropping their prices now, on the stock that’s left. Just be aware that you have more rights when purchasing online, as they still have to give you 14 days to change your mind, under the distance selling regulations. Whereas, if you buy these items in-store – you’ll likely be told they’re non-returnable (unless faulty). This is certainly the case in M&S. So try things on, if they’re clothing or take the sizes you need with you, or a tape measure!

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