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 Nike aren’t selling your trainers, they are selling you a fashion statement that in this climate will probably be outdated in a mere 2 weeks!


UK Shoppers Spend One Billion Pounds Less on Clothing


Minimalism is hitting the UK, with Millennials spending in excess of One Billion Pounds less on clothing last year. With firms such as M&S, French Connection failing to turn a profit and High Street stalwart Jaegar going into administration – it really seems that the tide is beginning to turn. Fashion is just not in fashion any longer!

So what exactly are UK shoppers spending their money on instead? The answer is experiences. The High Street chains are now getting in on the act aiming to flood you with a choice of ‘shopping experiences’; with nail bars popping up in Superdrug. Mintel reports that people are spending much more money on going out and eating out. Retailers are looking for ways to encourage people to come into their physical stores, since the explosion of online shopping. Each is looking to create a unique shopping environment, to encourage you to part with your cash.

Next are planning to incorporate florists within their stores, along with upmarket restaurants and a Prosecco Bar. River Island has a style studio, complete with a personal shopper. They will whisk you into a VIP area, ply you with Prosecco and then you’ll get to try on lots of personally recommended products. Trainer retailer Superga has introduced artists into store, so that you can select a trainer and have the artist paint it for you. Topshop have employed virtual reality in their stores, to take things to a whole new dimension. Their Oxford Street store has recently had a virtual water slide installed which includes a virtual whale – the experience is called ‘Splash’! Along with pumping the smell of suncream into the air. It’s all to promote their swimwear range.

Oasis have ‘Saucer and Spritz’ cafes in some stores now; offering cake, champagne, cocktails, afternoon tea and Unicorn Toast (no I don’t know what that is either!?!) Activewear brand Sweaty Betty offers free in-store exercise classes. Beware though – obviously these brands still want to actually sell you stuff. These exercise classes will not only take place in-store, so everywhere you look, you will be exposed to temptation. But the instructors will not only be looking svelte and toned; they will of course be clad from head to toe in Sweaty Betty! These are the new lifestyle ambassadors, also put forward through online associations with lifestyle bloggers. All in a bid to help push their stuff.

What do you think of this change? I have mixed feelings about it because I know there is an underlying motive. However, it does at least encourage people to acquire less (in part anyway, depending on the store). I guess I’d just rather see people using their spare cash to more profitable ends, like building community and helping those in need.