All brands have their concepts and the consumers fit the brand’s concepts. Creating the right product for the concept requires a good understanding of the nature of the brand. It is also essential to know who the target consumers are.
For example, HIP selects items from many fashion brands for the consumers who like HIP’s taste. They have a wide range of customers who are aged 16 to 65. Many well-known brands and sophisticated, quality items are available on Instagram. The background colors are also fundamental, such as beige, which creates the world view of HIP. Even if these select shops do not sell their own branded products, they create their brand concept and generate customers who fit with it.
Also, it worked with Beams, a famous Japanese fashion brand, and they make rugby uniforms that fit Beams’ concepts and HIP’s concept because they focus on the early 1800s in the North of England. HIP is a brand that is particularly aware of the brand concept and consumer preferences. Also, people’s personality which relates to the brand, directory transfers to the brand. It means people and brands relate and build the personalities of each other (Aaker, 1997).
Hence, making the products based on the brand’s concept is essential not to lose the consumers that have the same personalities as the brand.
References
Aaker, L. J. (1997). ‘Dimensions of Brand Personality’. Journal of Marketing Research, 34(3), pp. 347-356.