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Their brand image is all about beauty, and class; to most people its quite frankly vulgar. But this is the [interesting] thing, the same people who find it vulgar, find it irresistible, and seductive. They cant help but think, by simply buying these [expensive clothes], they’re buying themselves into the elitist class the brand sells. Regardless of what people say, it’s a proven fact that the quality of the products these brands sell are better than other retail brands, and you can tell that when you shop there the clothes [immediately] feel thicker, comfier, the swing tags look and feel expensive, everyone who works there are beautiful; this all adds to its seduction, even if you hate the idea of it all.

What works for these brands are that they tap into our egos. They are either our regular store we go to spend all of Mummy and Daddy’s money, or we’ve been seduced and cant help mixing with the ‘upper class’ and fulfilling our retail guilty pleasure.

You could argue this ideology is wrong, but [Abercrombie] and Fitch, Hollister, Jack Wills are hugely successful brands, they have selected a powerful target audience which provokes opinions which only adds the their success. You either love it, hate it, or pretend to hate it but secretly love it.

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