You Are What You Wear

Published on Feb. 20, 2025, at 10:05 a.m.
by Gracie Powell.

Lately, it’s almost impossible not to spot a brand logo on clothing, accessories, lifestyle products and so much more. This is a strategic marketing tactic for many brands to involve consumers in developing their brand images.

As noted by Solomon Thimothy in an article from Forbes Agency Council, brand image “is a mix of the associations consumers make based on every interaction they have with your business.” This includes the interactions that consumers have with other consumers of the brand. They act as the ultimate public relations branding tool because they help shape the reputation and perception of a brand.

Consider brands like Hermès or Louis Vuitton; they promote their products to a very small, specific audience in order to create perceptions of luxury and become symbols of wealth. Hermès does not put its focus on image, but rather the quality of its products. The brand’s products and consumers will create the positive image for it.

The brands we choose to purchase from, and remain loyal to, are a form of self-expression. It’s a way we can identify with others who shop the same brands.

Have you ever purchased from a brand only after you’ve seen someone you identify with using its product?

Consumers are not just purchasing products but becoming brand ambassadors simply by using or wearing the product. When you hear the words “brand ambassador,” you may think of paid influencer advertising or PR unboxing videos. But, in today’s world, everyone can be a brand representative.

Brands like Peloton, Nike and Apple create a sense of community, where consumers feel connected and promote the brands organically. For example, Peloton replaced solo exercise with a connected experience, motivating users to challenge each other and climb the leaderboard, completely transforming the world of home workouts, particularly in 2020.

The easiest way for a brand to reach its target audience is through its target audience. When people see a product being used by someone they identify with, it increases the likelihood of them purchasing that product or buying from that brand.

In a world where every purchase is a statement, your choices speak volumes. You’re not just a customer; you’re a part of the brand’s story. The next time you buy something, ask yourself, “What story am I helping to tell?”