Information cited from website:
"The modern understanding of a brand is consumer and identity oriented. Accordingly, brands are regarded as images in the minds of consumers and other target groups"
Any potential luxury brand should be evaluated by the constitutive characteristics of luxury, which are described in detail in one of the following chapters. These explanations are summarized by the following principles:
Price: The brand offers products which belong to the most expensive products of their category.
Quality: The brand offers everlasting top-of-the-line products, which won't be disposed of even after long utilization or defect, but rather repaired and which often even gain in value over time.
Aesthetics: The brand behaves like a chic and vain dandy, who would never leave the house in less than perfect style. Whenever and wherever the brand is seen, it embodies a world of beauty and elegance.
Rarity: In contrast to mass-market brands, the brand needs to limit its production and tries not to disclose its (high) sales numbers. The brand plays hard to get and is not available at all times or places.
Extraordinariness: The brand has a mind and style of its own and its products offer a "kick" and surprise with the "expected unexpected."
Symbolism: The brand stands for "the best from the best for the best"; its charisma fills the room, and regardless of whether it is of a conspicuous or understated nature, deep inside, it is swollen with pride.
Responce:
My brand, the veil of humanity is to be considered as a luxury brand. using different elements of fashion such as streetwear, I will be considering elements from this research on what a luxury brand is.
Price - the price of garments and products 'sold' by the veil of humanity will be extortionate, a resemblance of another luxury fashion brand. I have chosen to base pricing based on Gucci online retail prices.
Quality - an area of playful experimentation, provide area for an ironic feel to my brand. In industry, high end fashion brands source their garments from independent textile factories, who will often provide textiles and fabrics especially designed for the particular fashion brand. My brand will use cheap, Gildan blanks creating great irony considering the prices I will be charging.
Aesthetics: My brand will use a chic, clean layout in regards to the aesthetic of my website and products sold. utilising techniques such as over-branding and minimalism.
use of urban language or slang will seep through into elements of my website, portraying a mask, a brand ultimately mimicking a high-end brand.
Rarity: My brand will be limiting the production of products, often producing only one or two of said piece. Privatisation is an element of the veil of humanity which will be presented through this.
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