Basic and prime purpose of clothing is protection from external atmosphere. Maslow's hierarchy of needs are in the order of Physiological, Safety, Social, Esteem and Self actualization. Brands come in the third and fourth level of this hierarchy. Brands are generally associated with Society (sense of belonging and love) and Esteem (Self esteem, recognition and status). Customer life style has also changed a lot during the past two decades. Moreover, with the advent of ICT (Information and Communication Technology) combined with improved financial status of consumers, brands once considered to be for all people. The old conception that brand are only for elite people is gone. Nowadays these brands are being used by entire spectrum of population. Thanks to the globalization, which made the things simple yet complex. Now, customers have plenty of brands to choose from local, national and international brands. This presents a challenging task for each and every brand manager to create, sustain and improve positive interactions and associations with customers.

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The author is associated with Department of Textile-Fashion Technology, Bannari Amman Institute of Technology, Sathyamangalam, India