In the last twelve months, the percentage of sales derived from branded clothing and footwear rose by 1% worldwide. This translates into sales increase of +1.6% in an otherwise stagnant market. However, unbranded fashion is partly responsible for this decline in market share, as well. So overall, branded fashion is bucking the downward trend in the industry, and much of the blame can be laid squarely on footwear. The reason for this is simple: people just don’t like wearing shoes. It makes them feel stuffy inside.
The problem with branded footwear is not unique to any one manufacturer, however. It’s a problem that plagues many brands, as well as many different types of footwear. For instance, although Diesel is arguably renowned for its stylish diesel jeans, Diesel shoes have actually been responsible for contributing to the sales decline of Christian Dior. Both Diesel and Dior have seen drops in sales as a direct result of their footwear designs, as consumers become less keen to wear them.
So why do sales of брендовых одежда и обувь tend to fall when there is a high level of interest in particular fashions or brands? The answer lies in psychology. As consumers, we have a preference for what we perceive to be stylish and fashionable. As fashions become less popular or less stylish, so fashions also tend to lose some of their appeal to customers. Thus, branded clothing and footwear tend to be classed as high fashion items, rather than casual or trendy items – and this difference can mean that a high volume of investment in branded clothing and footwear may not yield the sales growth hoped for.
One reason branded clothing and footwear tend to be classed as high fashion is because they are associated with celebrities. When celebrities wear clothes or buy particular types of clothing items, they are perceived to be spending money on their appearance, and this has an effect on the psyche of consumers. Many people imagine that celebrities buy the very best clothing and footwear and spend large amounts of money on their wardrobes, therefore lending credibility to the belief that these types of purchases reflect more upscale lifestyles. This effect can therefore be significant in influencing people to buy, particularly when they believe that they are indirectly influencing the price they pay.
Another factor that may affect the purchase of branded footwear and clothing is the cost of brand name. When choosing to buy branded items, we often feel that we are paying a premium for these products – and in many cases, this is true. However, this premium can sometimes be negotiable if the customer knows how to find great deals and bargains.
The range of branded clothing and footwear available is vast. There are literally hundreds of retailers out there that stock shoes, jackets, trousers, dresses, swimwear and other clothing items with the label “GIFT”. As well as clothing items, GIVING stores stock GIVING accessories such as umbrellas, bedding, tableware, towels and more. There are also stores that stock designer handbags and accessories to complete your look – which makes it easier to accessorise your clothing with the right pieces of stylish footwear!
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