the world of clothing superbrands Fashion BBC Documentary 2017
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the world of clothing superbrands Fashion BBC Documentary 2017

November 4, 2019


whose team would you want to be on who
do you think is the coolest who would you most want to be friends with how can
that little swoosh ething means so much that sound powerful a fashion super
brand is I’m not talking about any old brand here these are the huge global
organizations with turnover in billions who have not only invaded our wardrobe
Ralph Lauren hexed Oh they’ve invaded our upbringing bitter consequences
having the wrong brand of school you probably get picked on and our minds
they have managed to tap into an emotion that is central to our lives in hard
times we just keep buying from them now I’m gonna find the secrets of their
power there’s just one problem what do you think Alex your fashion
choice says about you I think you it says that I like a bargain you say up
until now fashion brands have kind of passed me by so I’ve got quite a lot to
learn so you’re the freshness of the
observable fashion director of The Daily Telegraph please sorry
tiger but I’m determined to reach the super brands in their most intimate
places there’s a tool a buddy that’s right up they might try and stop me nothing
happens without a gambler but I’ll follow their global trail and I’ll find
out how they get so deeply into our minds that’s one of her pleasure centers
of the room lighting up when she sees the expensive handbags but not when she
sees the cheap ones you gotta have it or you’re gonna die so let’s dive into the
frenzy of desire a golden chanel by the spirit yes because I’ve gone native in
the world of fashion so from Abercrombie & Fitch to the a-list Burberry show come
on super vans show me what you’re made of i I’ve never thought that I needed
brands because if I want to make a statement about Who I am
I’ve got jumpers a jumper to say hey he’s a lot of fun a jumper to say
welcome to summer a heavier weight for the winter it’s raspberry look at me no
logo look doubtful around carving playing night show now there’s that
diesel Abercrombie & Fitch I’m totally new to race yet in the
bottom of my wardrobe is a pair of Adidas trainers how did added us get
into my wardrobe why didn’t I buy Nike wanting to buy converse why did they go
for a branded trainer in the first place I mean they all do the same thing but
why do they all feel so different what do we do our minds I think it’s about
time somebody where’s the trouble of finding out but it’s big
the world of fashion so where to start I’ve been making some inquiries on the
street known about you’ve got the very real Tom you’ve got a Gucci belt is
there any I mean would you wear a Gucci belt for me it’s not smooth I think new
boots on get more feminist a bit more sleep a quid this one still keeping me
trousers up and say that’s it I’m gonna find out how Louis Vuitton
gets someone to fork out 260 quid for a belt maybe the song is a building in
Versailles Georgia everyone who wants to be ostentatious I’m sure the things I’m
not very expensive there for example train there could be 300 pounds or so
the Louis Vuitton company started in Paris in 1854 making expensive luggage
for royalty and the elite in the last 20 years they’ve branched out into luxury
clothing a coat will cost you up to 3000 pounds and a handbag up to 50,000 blimey
but I’m not looking for official history I’m looking for secrets
so I’ve tracked down dollar Thomas who studied luxury brands and got a bit
hooked in the process but Louis Vuitton is this incredibly amazing unattainable
extremely expensive thing isn’t it it’s seen as that through its marketing but
it’s actually very accessible in 1977 Louie Vito only had two stores and now
it’s an enormous business they now have over 400 shops all over the world it’s a
delicate balance of selling masses to the masses while still remaining
exclusive to the to the rich you have a pyramid at the top you have the very
beautifully made exclusive limited amount product they will make anything
you want from there you have the middle range that you can walk into the store
and you can buy it it’s still very well made beautiful fabrics and then you have
the bottom range where the money comes in where they just sell masses of stuff
could be a perfumes wallets belts scarves umbrella teaching sunglasses
that’s how they managed people like the Sultan of Brunei
Hollywood stars royalty as customers as well as selling to the Chinese secretary
who wants to put the bag on her desk to show that she can afford a Louie Vuitton
bag so the top of the pyramid is where you build the image where you build the
the kudos and then the rest of the perimeter is where you exploit it and
turn into cash exactly that’s brilliant so even if we can’t afford the top or
the middle of the pyramid we can still thread some of its reflected glory
through our trouser loops as far as I can see this is how most of the luxury
brands work all that super expensive high-profile stuff that they do at the
top end is just losing the money but they’re raking in on the more affordable
stuff at the bottom of this so-called pyramid but where are they getting all
this stuff from who’s making it I’ve been lucky enough to locate the place
where Chanel make their 200 pounds sunglasses not the old-world Parisian
workshop I’d imagined it’s a huge factory belonging to a company called
looks Attica this is Massimo and you are the chief operating officer of this
looks at the girls so welcome in the temple of the glasses Factory yeah look
Satya is something of a super brand in its own right
failed sunglass shots Oakley / salt ray-ban and others the whole operation
how many probes eeny do 55 millions video and it turns out it isn’t just
Chanel that have their sunglasses made here in fact I’ve hit the luxury brand
bottom of the pyramid jackpot Tony all these different grounds with
their unique identities are all made in the same Factory
I’ve been told in this area in the same materials and the same machines and you
can make any number of different brand of sunglasses
Tiffany polo Chanel Dolce & Gabbana and Versace we want every line to be able to produce
any models yes for example this is this is doing polo
today but next week it might do ray-ban or next shift
makeshift it could be many and not only dual exotic and make this a Russ’s for
the brands but they also help design them behind this wall yes there is a
style office product office design so we’re not allowed to enter but this is
where all the fashion brands comes and together with our designer they
elaborate the sketches they think they will just – shall we just go in and have
a look around and see what just to get a real feel for what yeah I love the way
you’ve described it but it visualize it shall we go inside I leave these and do
you have a lot I mean just just for fun just to just to have them around and
I’ll promise not to memorize anything I see in there nothing happens without
they come now was buying into this pyramid with
mass-produced goods is great for brands but here is a balancing act because they
must have make it so obvious that just anyone can afford them Burmese Burmese
like they are fine white you know is fine you know in a British way a
statement above of well Elite women love clothes but also javi I
guess so Chaudry I’m sorry and slutty chat hit Kevvy Kevvy
that’s where the champ name got so Burberry means status and good taste for
one set of people and completely the opposite for another how did this happen Burberry started life as a gentlemen’s
outfitter they invented the trench coats during World War one and it later became
a must-have for the posh wardrobe bringing Burberry huge international
success but in the 1980s their trademark check once reserved for the lining of
the coats began popping up all over their collections now you could buy a
piece of old world-class cheaply the check became really popular especially
with football hooligans when these pictures started to come out they
changed the way people saw Burberry would not want to see that kind of check
because it sort of had a low-rent kind of feel about it which was not obviously
what Burberry wanted to send out as a message that any old person could wear
this label Burberry had lost control of its own image and it was starting to
affect sales further up the pyramid the trench coat lost its sense of being a
kind of luxury products home now Burberry is a global company and chairs
are British so this only affected British sales but these days losing the
confidence of style makers in one country can spread and infect worldwide
opinion to stop the rot Burberry brought in a new head designer Christopher
Bailey who put the check back on the inside of the clothes and would back the
fashion press with high-end catwalk shows once the kind of check thing died
down and the brand and the catwalk collection became kind of really popular
with the fashion press they then developed things like their relationship
with their customers through Facebook YouTube Twitter all those kinds of like
very modern ways of kind of communicating with York so it seems Burberry have made
themselves cool again and no one is remotely embarrassed to be seen in it
though I mainly just signed up for the Burberry show which is the biggest show
of London Fashion Week of every is the epitome of understated English style and
this is the ticket that everyone wants to get old bring your friends his father too this three million pound extravaganza is
all about keeping everybody’s eyes firmly fixed on the top of the pyramid
I’ve seen Sarah Jessica Parker oh she’s just got a brilliant feature on the back
of Aragon with the fountain I’ve seen firsthand how a big brand gets its
message out and they have been very generous in the past never been to one
before about like Barbara’s I can’t believe I’m here I’m so excited operates
in media on lots of different levels so yes those clothes will be shot in vogue
but yes that picture of Sarah Jessica Parker will be in a Daily Mirror I can see now why the super brands want
to control their image so carefully and what massive lengths they go to to get
the right image in the press for who’s running the show then for the magazine’s glamour is the biggest selling women’s
magazine in the UK and in Europe I believe as well we have about 550,000
readers people who buy the magazine every month it’s like the most glamorous
but also most accessible girlfriend you have and today we’re shooting the first
story of the season which is what we call hit list which is twelve key looks
from the season person we have in our head when we’re putting the pages
together is somebody around 28 years old probably in a relationship probably
doesn’t have children so therefore she’s at that Prime in her life when most of
the money she earns his money she can spend however she wants to spend it and
the brands can try and make her spend a bit on them through advertising but it’s
much more effective to be written about magazine editorial is great for those
brands the fact that we’re saying to them we love this is a real sort of
badge of honour christian dior cootchie is that machine washable so it
so basically the these are some of the biggest fashion buzz in the world if not
the biggest and it is it why choosing them we get so excited when we’re going
to their prior to show or the dirty show so that’s who you know we want to have
in this story so nothing to do with that big fat advertising budget then fashion
magazines need advertising in order to exist but on the same level fashion
brands need the magazines to show the consumer what’s available you know it’s
a kind of two-way relationship so this magazine is your glamorous
girlfriend advising you to spend your disposable income on the top super
brands glamour definitely gets people in the shops I think it’s fair to say that some of
these big-ticket his own items actually create a sense of frenzy and excitement
that goes beyond sort of being in any way national about things which I just
can’t understand to try and find out more about these feelings I’m on my way
to Manchester to a company where if you can’t afford to buy that latest it bag
they’ll rent it to you which is about well something like say aboot ego it’s
about yeah but ego Veneto yeah it’s about a hundred pounds to buy it it’s
about 15-under pounds of a cheap vinyl and it’s a very famous in Italian luxury
house aren’t they all these manufacturers basically they’re just
trying to every six months launch another bag that they want everybody to
go crazy for well it’s not even six months anymore it’s more like six weeks
yeah a new bag coming out so what are the ones that are the hottest ones what
are the ones that people are desperate to get hold of now but at the moment
it’s them they have a mulberry Alexa I would say so Hannah will you have to
wait for something like that than if you were it was only put on the site the
other day cuz Aditi only bought it the other day and there’s already six
members waiting for that back can you describe the feeling there’s a new
must-have handbag and actually getting your hands on it for the first time how
does that feel I think it feels really special you know it’s like there’s a
really nice car you’ve seen that out on the road and if you were to own it and
you know drive it out at the garage of me that’s exactly the same feeling you
know I think we ladies get if we go out and buy a really nice handbag a car now
I’ve got a much better idea of what we’re talking about but where do those
kind of feelings come from I mean is it really just all hype and celebrity
endorsement or is there something deeper going on inside of us
time for an experiment Hanna can you come with me please the person who our Minister my
experiment is professor Calvert and eminent neuroscientists who looks inside
people’s brains to see why they do things a large part of our behavior is
actually driven by these brain processes which operate below the level of our
awareness so it’s we do things for reasons that we don’t even understand
ourselves that’s exactly right our brains evolved to make us better at
surviving and breathing passing on our genes one way did that was to make
things like eating and sex feel good that’s done in the limbic system where
we feel things like fear anger pleasure pain desire it all happens here later on
we develop the intellect that’s the bit where you might think you’re making
decisions make no mistake that by and large this rational bit of the brain
still services this old emotional mammalian brain so the old emotional bit
is actually driving the new rational bit it’s all about those primeval urges you
could describe it as the the puppet in the puppet master I’m going to try and
find out what’s really going on inside a lady’s brain when she gets all hot and
sweaty over handbags allow me to introduce my guinea pig I’m a student I
study specialist makeup Hannah loves fashion she reads all the magazines and
loves designer clothes but at the moment shops in the high street well she is a
student so do mine Hannah is being inserted into an MRI
scanner a machine which can look inside her brain so we can see what’s going on
when we show her pictures of handbags to begin with some cheap ones that’s all right miss darling happy
birthday then we show Hannah some expensive handbags see this ventral straight or area that’s
her one of her pleasure centers brain involved in reward and he’s like craving
in addiction so it’s part of the reward Network and that’s lighting up when she
sees the expensive handbags but not what you see as the cheap ones to light up
that part of the brain must be any Browns dream because what we’re looking
at are Hannah’s feelings where she can’t control even if she wants to craving an
addiction so that they kind of that the the buzz that an addict gets from
something that they’re addicted to she’s experiencing something akin to that when
she’s looking at these super luxury brands yeah really if she’s not getting
down on the cheap and cheerful bands or she’s really not know but I still don’t
really get why something that’s expensive should trigger such a deep
emotion so I’m back at Louis Vuitton with someone who might be able to
explain this is ostentation and extravagance
taken to the ultimate limit it reminds me a lot of what peacocks do it is what
a peacock does with its feathers is to say look at my extravagant display look
at how rich I am in resources that I can just squander them and waste them to
attract a mate I’m saying that I have got so much money yeah it doesn’t mean
anything to me to spend ten thousand pounds on a handbag absolutely by having
so much money I become so much more desirable as a mate because I have
access to so many more so many resources which means my genes must be good
because to accumulate those resources I must be intelligent creative and all
those things that people look for in mates
so basically they’re doing it together shag yeah a pretty thing but when you
realize that those super luxury brands are basically tapping into an instinct
to procreate it certainly makes you look at designer clothes and a whole
different thing is when you’re looking at mainstream brands they can’t rely on
that can they so so how are they doing it I mean for example you look around
here everybody’s got a pair of jeans on there’s nothing aspirational at all
about a pair of jeans and yet jeans are the most common garments in the world so
how did the jeans super brands help shift over 30 billion pounds worth of
denim every year what are they tapping into I found a man to tell me about jeans
Browns who’s been studying them for years although he doesn’t actually wear
them jeans are such an amazing garlic I mean pretty much everybody’s going all
over the world you know and they’re not all that different size design why ya
know I mean we’ve got all these jeans manufacturers working with the same
product but making coming from all kinds of different angles in terms of what
their message is all right so I better start at the beginning I think Levi’s is
absolutely reflection of youth rebellion although you can’t see a construction
personal doubt fairly bias on what sort of things pop into your mind when you
think about Levi’s usually Cowboys what’s this spread to every the culture
Levi’s have been the world’s biggest selling jeans brand for over a hundred
years but how did they get there Levi Strauss was running a shop in San
Francisco during the gold rush of the late 1800s when he had the idea of using
some fabric he’d imported for making tents to make hard wearing trousers for
the miners he brought it in from NIEM in France
denim denim get it he put rivets in the pockets to stop them tearing and jeans
were born that was pretty much it for 70 years until just now
we’re wall teenagers were invented the western wall is coming out there’s a
massive slump and all of a sudden there is this exciting new era of people that
weren’t wearing suits are wearing work we’re dating girls and riding motorbikes
all of a sudden denim was actually a really cool look
they were incorporating into their message the workwear of the common
honest thought of the earth people but it was really kind of ruffling feathers
it’s you know similar to me around my granny’s house in a no paint-spattered
overalls with kind of paint on my face you know all that kind of thing that’d
be like I don’t care I’m here so now as well as meaning work jeans and Levi’s
with them meant rebellion once rock-and-roll came along than the
sixties jeans meant peace skinheads and loads of things you can tell a lot about
somebody just from looking at their jeans people use their dress to signal
their success in life in the 20th and the 21st centuries what people started
craving and needing was to be able to assert their authenticity in an
ever-more marketed and advertised in fake world what mattered was to say I’m
real and nothing says I’m real as much as the total history of jeans and denim
in the 1970s an Italian teenager so clearly what people wanted from their
jeans over the next 30 years he would turn his vision into a billion pound
super brand being Italian high price point young
twentysomething rather nice fucking jeans funky actually more creative than
divides diesel represents a new phase in what jeans and denim is all about back in the 70s Renzo Rosso saw that
people liked their lived in rips dirty jeans this nut curd leg wear had history
so he decided to make off the peg history and sell jeans preen occurred
diesel understood that there was a message in your choice of trousers the
hard work goes into not simply designing a better or more expensive pair of jeans
but designing a really complex and attractive message which is going to
appeal to a wide range of customers in which they’re going to be willing to pay
that bit extra for diesel still owned by Renzo and its base to his hometown in
Italy this should be a good place to find out about trouser messages this is
the international headquarters of diesel in Italy we’re in one of the areas where
they come up with all the latest ideas or finishes and designs he’s not what we
can film because this is cutting-edge fashion we’re just waiting for a trend
you know the creative genius behind diesel to come and see it he’s just
having his handle hello nice to see you to meet you a
diesel although diesels sell other stuff now they’re still churning out their pre
knackered jeans I mean for example we look at these jeans here please look
like somebody’s had them for about 15 years it looks actually like they may
have cut themselves that could be blurred or something I don’t know it’s
sort of it tells a story I this one could be somebody who’s a painter and
decorator for example yes or in a in a car spray booth or something do you look
at you know inspiration for people in working environments and that sort of
thing yet for example one that is in the process now is there my gold miners oh
yeah and you know this can be the the painters you know sure so you started in
1978 yes what kind of reaction did you get from shops and from distributors it
was a very difficulty beginning because I remember that you said the good sir
they sent back they think it was a second quality
what’s that did you think you were mad did they think you were a bit crazy to
want to sell what appeared to be secondhand jeans but yeah I think my I
consider myself a kind of a pioneer and a rebel all my little grow every year
was very suffering I I cry so many times you cannot amazing and now now after
many years we have an incredible good reputation on a consideration you know
worldwide market about the in the beginning was was very tough but
reserves not crying anymore and where he pioneered others are followed now
virtually all jeans brands have lines of distressed or destroyed denim having the
made in Turkey China the Philippines Mexico or India we’re in India we’re just heading
towards a denim factory that distress is denim and makes it look secondhand this
is Ben I’m finding the whole idea of trails or messages quite strange so I’m
really curious what these people think about the video how many genes are your
producer in this Factory now on a monthly basis we could produce probably
100 250 thousand and the pairs of jeans so here were the main friends that we
might have heard of that you may call or we manufacture for the goryeo and abou
only which is a part of the Gap Inc we are all doing developments for diesel
but I’m not here to see jeans being made I’m here to see jeans being destroyed my
job is to destroy and against it screw the fabric and make it look good do you
find it slightly strange that you take something that is immaculate and
pristine and you totally destroyed yeah it’s my hobby
it’s my what we call interest we are doing some
work which will like so and we find ourself in doing that work like this
you would even your soul they will pay extra for something that
looks older yeah and more secondhand the government with the board younger people want their Jesus or a
folder older people want they do still know younger what else can I do but hand
my jeans over to this philosopher of denim first he gets the sandpaper out
and starts a process called whiskering to make those white lines that normally
come after years of creasing and washing then comes the grinding so what they’re
doin here they are grain grinding all the edges of
that the government start the way of the government for one year or so ya put in
your hand take in your hands only here at five minutes will give you the same they’re more sanding processes to
produce holes next it’s over to the wet processing
area like I don’t think trailers for stone washing and bleaching before
heading back to dry land for a final crinkle so the operation what is the way
no he’s adjusting the crinkle by hand the crinkle are created themself every
time he gets that position yeah I haven’t got the time to sit in that
position the year after year after year to get a crinkle that’s why this process
is so important it’s finished it seems to me that destroying denim is all about
pretending pretending that you’ve been through something that you haven’t it’s
a great example of adding a message to your trousers and I’m really interested
to find out how you get someone to for kale for that kind of thing food this
brand behind me seems to mean more about the message than any other brand I’ve
come across so far basically the clothes are very very
straightforward in ordinary but they charge three or four times as much as
some of the high street shops we have is absolutely no sandwich shop more so and
yet people queue around the block to shop here and why is that man half-naked
what’s their message and I’m kind of gathering all together because the way they the way they dress
differently just sort of projects an image vanity and McCrum B and Fitch
began in 1892 was a posh New York sports outfitter Ernest Hemingway kept his guns
half-season but after being taken over in the 1980s
it was stamped with a completely new identity the only thing they kept was
the name and the date and it is kind of like shopping in a nightclub when you go
into the store the first thing you confronted by is the photo is quite dark
the second thing of the fact that all the shop assistants are practically
models sometimes the male models are actually topless sometimes they’re
dancing this kind of shopping experience is called retail theater
it’s Abercrombie it’s all about a highly sexualized look from the advertising to
the shopping bags to the staff themselves for women it’s kind of sort
of slender athletic if you’re a boy quite jock itch probably a bit long
remind you of somebody Abercrombie & Fitch don’t want to talk
to me but I’m going to get the look anyway and cruise down to see what I can
learn the man responsible for all this theater is the 66 year old boss Mike
Jeffries who seems to be having ever-increasing amounts of plastic
surgery to retain the Abercrombie look I think every sort of mega brand does need
some kind of luggage not so rich kind of person in charge of it you know that’s
certainly helped the kind of create and a newsworthy Brown I get the feeling
that Abercrombie want to be seen as exclusive and I found some quotes from
Jefferies to back this up we’re cool were the popular kids and
then there are the not so cool kids candidly we don’t after the cool kids we
go for the attractive all-american kid that great attitude and lots of friends
and every exclusive club knows that the one thing more important than who you
let in is who you don’t let in people don’t belong in our clothes and they
can’t belong only exclusionary absolutely for the final touch the scent
that they spritz in all the shops yes starting with the
bouncers on the door the message here is exclusivity although in reality everyone
seems to be getting in no matter how friendless and ugly they may be they
even let me in although not with a camera so do people feel ripped off
having to pay over the odds for the clothes so what it you’re not right but why am i coming eh I mean it’s quite
standard stuff and it’s not some tops and chinos and jeans and I don’t know
it’s really popular it’s like you got fit in yeah MacGyver probably in Fitch
what would that what would you know would you be left out or Abercrombie & Fitch might be
tight-lipped but I have managed to persuade another ideas brand to let me
see the message making process in action Superdry are one of the world’s
fastest-growing clothing brands their clothes aren’t that different to
Abercrombie & Fitch except for the huge variety of distinctive logos and
graphics this system is strange for a mixture of the American and the Japanese
so it’s possibly a Japanese company trying to sort of buy into the hopes
worn America when everything was cool what do you know about super dry do you
know what what country of origin it is I would say probably Japanese or Japan
Japan is it Japanese I’m off to super dries Global HQ all the signs are in English sadly no
trip to Japan it turns out the super dry is English and they come from an
industrial estate just outside Cheltenham this brand is less than six
years old but in that time they’ve grown from zero to four hundred million pounds
turn over a year it all happened on a plane trip to Tokyo yeah we went to
Japan to get some inspiration we went there looking for clothes and
ideas you know we came up with nothing but we came over suitcases full of
packaging street signs and pop bottles and noodle packets and anything
literally anything and it’s all super they’re super that and all high-impact
but a little office across the road with shells full of packaging in front of me
let me start with the t-shirts five t-shirts and a couple of polos so this
weird super dry world is completely made up so this is where you come up with all
the graphics or the logos for me it’s all about vintage Americana I’m obsessed
with that 50s 60s I call it sort Gary chill and culture petrol stations
forecourt livery Hot Rod magazine’s all that kind of
thing this was a very early one hunted and one that eventually went its store
it became an instant number one bestseller right James and I want just
let’s do more of that I doing we do is hand rendered and I work in a very
old-school way better Japanese text in here what does that say yeah that says
crankshafts in Japanese Wow if you look at the sort of great use
cultures of the world and they’re basically there’s there’s Britain yeah
there’s America and there’s Japan and what we’ve done and what James has done
is is brilliantly and sort of meld that the so cool aspects of it all yeah and
so super Tori was created so what have I learned so far you could
say that luxury brands were about buying your way up the social ladder and jeans
or American vintage clothing are about keeping it real by buying a piece of a
50s American fantasy world where everyone’s a mechanic well if we are
more or less understand this language of browse when does it start I’m talking to
a group of 10 and 11 year olds to get some more info I’m just gonna hold up
some some pictures to you and I want you to tell me if you’re right and what it
is to seize Burberry Burberry have you heard of Burberry
ok so maybe it’s not fair to do luxury brands tell me what sort of person you
think would wear Levi’s diesel but of course there’s a huge
section of the clothing market I haven’t even touched yet and solve the world’s
biggest super brands okay these brands are in our heads in a way the others can
only dream of so what’s their secret apparently an adidas sales are about
double what Levi’s sales are for example and night sales are about three times as
much part of it has got to be the amount of money that we spend on on marketing
I’ve seen how important advertising is to fashion brands but these brands take
it to a whole new level because a lead-acid spend 900 million
a year and night 1.6 billion pounds I’m going to see some people who make it
their business to study Mike’s advertising Adbusters
tried to take the global brands on at their own game and spoof their
advertisements with subvert us months they’ve used the night logo as part of
their corporate Stars and Stripes they object to what they see as the world
takeover by mega brands although I can’t help noticing that not everyone is quite
on message are you being ironic Kevin’s a volunteer so he’s in training
he’s not being through the program he’s not had his mind changed I wanted to get
their take on these mega budget ad campaigns well I think they’re the power
of brands especially mega brands comes from their ability to build a kind of a
nuclear glow around their brand and they spent days weeks I used to be in the
advertising industry so I know that they they spend sometimes months and they and
they pay some marketing whiz kids you know hundreds of thousands even millions
of dollars to decide that emotion can be take and then put around her brand is it
going to be empowerment is it going to be homelessness is it going to be love
is it going to be sexiness the Nike brand is a good example of that day they
have this this nuclear glow that says empowerment you wear Nikes and you’re
going to be stronger you’re gonna be cool are you gonna be better in some way
and and that is the secret of their power the fact that they they have
managed to tap into an emotion that is central to our lives and they’ve been
able to place their brand right there where it hurts
if you and it goes way beyond billboards and
glossy TV ads at the school I saw the power of another method of placing your
brand where it hurts they gave think back their moments for
Nike so getting your boots on the feet of the right people is especially
important for this age group what sort of person you think I think it’s time to
go play with the big boys I shouldn’t forward all the way through
the demographical to supercool baseball take this Frankie young sexy again javi
I can do I’m on my way through the headquarters of Anna – number one Andy –
Mustafa the roofs have added a sly in the Destler brothers shoe factory
founded in 1928 by brothers Andy Hassler a brilliant sport shoe maker and Rudy
Destler a clever businessman dostler brothers survived the Second World War
by making boots for the German army but in 1946 they fell out and set up rival
shoe business’s few learnt from Rudy Destler under a DDoS from Adi Dassler
they never spoke again apparently for years even the workers
didn’t speak to each other I’m not exactly a sportsman but I reckon I could
be good for any does endorsing I could come down here get some pictures take
and go around the running track like that you know maybe have a party with
some other celebrities or something and that would be great business great PR
Bernie does these are different brands they also have in the end of this group
Anna decided I studied Hassan Ali does Reebok CCM tailor-made added ass
Ashworth and Rockport no type of cheese I’m being taken to the brown center
where added us train their employees did a big thing up their attic on film it’s
totally secret and commercially sensitive but it’s amazing really happy
because I don’t know their in-house historian has agreed to
take me to a room even many of the employees don’t know exists why don’t
you try to open the door just I feel a bit like Indiana Jones is this whether
the to anybody – let’s try it out find out this room contains a shoe with more
history than any other shoe I’ve ever met
what did I would love to get the glass on if we show that 1936 was the year of
and off Hitler’s Berlin Olympic Games where Hitler’s plans to demonstrate
Aryan racial supremacy would upset by a black American athlete Jesse Owens
failing this is one of the shoes that were worn by Jesse Owens in the 1936
Olympics Adi Dassler had spotted the publicity value of Owens before the
Olympics and so he talked to Jesse and we know the rest of the history also 7.8 centimeters New York in liquor
now the amazing Aryans again eight point six meters and when Jesse Owens won four
gold medals wearing Adi Dassler shoes the company not yet called a DDoS hit
paydirt and it was a major boost for the business if they produces after that a
lot of shoes for different sports that is an actual pair that Jesse Owens war
to win gold at the 1936 Olympics gosh then you got the left and over the years
added s have pushed this idea of endorsements way beyond sport now they
have a seeding program various or you have people in and around sort of
various cultures you know music artists you know street artists a target and
identified those key players get them wearing it and then get it seen out and
about I’ve got a meeting with the man responsible for giving free added a
skier to trendy people I’m sure he’ll recognize a trendsetter when he sees one
a look upon Adidas as an iconic credible brand so we wanted to associate
ourselves with iconic credible people yes so how do you keep it fresh then how
do you make sure that you’re endorsing the people that you know younger people
the new will be interested in a good example would be probably about 2003
a friend of mine who adopted a young one and I went round there and even his
mates are talking about MCS and DJs and I had absolutely no clue about any of
these people they were talking about you know what they were listening to now
is kind of term you know as been labeled as grime and so I made it my business to
find out about what it was that they were listening to and who the people
were within that scene and when we started to provide products of those
kids a lot of those kids couldn’t believe that a corporation was even
aware of who there were a lot of these kids that were talking about it now you
know having number-one records and but were they actually wearing any dust
before you started well not really I mean are you looking for anybody you
know maybe in the TV business for example BBC 3 I don’t if you you’ve
watched BBC 3 very cool demographic wouldn’t it be a good idea to probably
get involved with somebody who the people obviously do you think is cool
like me for example did you want to talk numbers and maybe just the just the
trainers I don’t want I don’t know what to paint you into a Cana County but to
be honest you know this really have a big player you know I mean you know I am
hot do you think God bless thinks unbelievable how are they ever going to
regain their number one status when they pass upon opportunity like that but
interestingly despite all this multi-million dollar power to get inside
our minds even the biggest brand has to be careful because things can go wrong
very quickly I find like as a super priority key and interesting because
they mean everything to everyone but that everything isn’t the same message
everyone from like probably like rap stars to sports people everywhere is
Nike I’d like you sneakers mass-market they transcend being on the high street
to being diverging and luxury to verging on super technicals you can see
translate back yeah nice started in 1964 as Blue Ribbon sports founded by a
college athlete to Phil Knight and his coach Bill Bowerman
they were in at the start of the new jogging boom and helped develop it at
first importing then designing and manufacturing their own jogging shoes
and they had an advantage over the others right from the start their
business model was to use cheap labor to make shoes in developing countries and
save on costs but pictures of bad working practices and the legal
conditions started to leak out in the 1990s we tell them how workers have been
forth to sew clothes seven days a week we told him about the compulsory
overtime the harassment and of course about the child labor there was a
backlash against night products brands like religions have values so if we see
ourselves as being the kind of person that believes what Levi’s believes or
believed in the values of Louis Vuitton or believes in the values of Mike then
those are the brands we will wear to display our traits to the world they go
against those values then you will lose your association with them which
explains the lengths naik have gone to to be seen to be dealing with these
issues and I’ve discovered another reason Knight would want to clean up
their image in the developing world because in these countries where the
scandals happened Knights doors are now popping up like mushrooms I want to see
for myself why Nikes so hot to trot there this is the morning rush hour in Chennai
which is in the southeast of India and it’s the third fastest growing city on
earth hundreds of motorbikes quite a few of the blokes riding the motorbike don’t
have shoes on what a great opportunity to sell trainers and over there is a big
night store what we’re doing what we I’m wondering if any of the labor scandals
have affected how people think of Naik here did they have any negative impacts
on the brand in this country no I don’t think so see interesting part was when
all the scandals came in that time there was nothing called social networking
sites right and that was not a hype in India okay
the included scenario for the social networking site and blogging is becoming
so fast spreading in India also I can’t guarantee you that a brand which is
having scandal can stay back in India so they have to be especially careful of
their image here but it’s a different one – the one I recognized so if you see
this lady she’s a typical anchor customer right she’s coming out in a
chauffeur driven car and she knows what kind of products she wants yeah right so
these are typical customer for those brands which is catering to the familiar
she has a driver she said in the past she had the diver she’s at the sort of
income level that would be the person who would shopper yes nice yes you’ve
got to walk it you can’t afford it it’s not the idea right
so nice an exclusive brand over here and only a tiny percentage of the population
can afford it but as there are over a billion people in India that tiny
fraction is a cool 50 million punters out growing fast every day Kerching and
what about the nine hundred and fifty million who currently can’t afford it in
on this mini boss there’s Nike logos all across the windows yeah okay handcrafted
night swoosh you have to really like a brand to go through all this trouble to
own its logo each individual one is certainly different from the one next to
it and it’s not just Naik do you prefer branded things by afaik means you don’t
even get an assurance of quality the most basic thing you expect from a brand
fakes really are all about the message if you had enough money would you go to
the pyramid shop and get so finally in India’s new shopping malls
catering for those people looking off to be able to afford originals I found what
I was looking for I found the real secret of the fashion super brands

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