COMELY HANDBAG

BRANDS

The importance of Brand Names

Brand names have become very important in the fashion business, Brand names identify various products made by a particular manufacturer.  Some names are fictitious, such as COMELY handbags may be the name of the owner’s wife

or designers such as Giorgio Armani or Chanel (the founding designer still others have a hopefully catchy name to appeal to a target customer such as Polo or Gap

brand names must fit the image that the manufacturer wants to project, reflect the style and mood of the handbag and small leather goods, and appeal to the intended customer.  The ultimate goal of the manufacturer is to establish the identity of a particular brand to such an extent that consumers prefer that brand above all others, a phenomenon sometime referred to as consumer franchising. 

Retailers who wish to buy popular brands often must minimum order requirements that are aimed at ensuring proper merchandising of the collection.  Consumer franchising makes it difficult for other manufacturers in the same product area to compete, because retail budgets are already allocated to the popular producers.

However, although the brand label is an element in the consumer’s decision making, it has to be backed up by consistent quality and value.

Manufacturers support brand integrity with unique fashion, quality control licenses kept to a minimum for purposes of control, appropriate advertising campaigns, service to retailers and consumers, and sometimes by owning their own stores.

Consumers know what to expect if a brand is consistent in fashion, fit value and quality, Successful manufacturers clearly identify and maintain a tight focus on their target customer and do not expand their scope beyond that image and what they can effectively manage and deliver.