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THE TAG
In the 80s brands started to put labels on the outside of their clothing, partly to make their brand better known, and partly because it became cool to show off what you were wearing among certain groups. What you wear and how you wear is strongly influenced by your social group. People who denounce the vulgarity of being seen with your labels showing probably belong to a group of people who feel the same way, and vice versa. In some countries it’s the done thing to leave on the lightly stitched label that suit manufacturers put on the sleeve so shop assistants can find them easily amongst the rails of other dark coloured suits. (I once mistakenly pointed out to a chap that he had accidentally left his label on. He thought I was a complete idiot. Why would he take off a label that told the world he had bought a Dior suit?) In China, women leave the price tags on their Louis Vuitton handbags to show that they’ve paid full price for the real thing, rather than buying a counterfeit. Naturally, the counterfeiters responded by adding fake price tags, and will even supply you with a fake receipt. This is one part of branding that appears to have taken leave of its senses, the part that guided London’s rioters and looters to smash windows and steal brands that were cool among their social group, and completely ignore silver jewellery or expensive gifts that didn’t have the right label on them. But the brand owners must be
204 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 204
12/14/11 11:14 AM
