Welcome to your next class on brands. I was going to pass this over to the editorial team so that they could cover this topic, but no. I’ll continue with this series since I started it. I guess the main thing you’ll want to know is what are premium brands and how they differ from high street brands, right? They differ in a few ways with the most obvious being the price point, but in other ways too.
Let’s get down to business.
Premium brands are found on most high streets locally or in your city centre. You’ve probably mistaken a few high street brands for premium brands because of the clothing that they sell. But don’t let this catch you out any longer. If a high street brand sells a coat for £120, that does not automatically make it a premium brand. Especially if 90% of the product is less than £100. In this case, the high street brand sells some premium products.
It may make it easier for you to understand if I give you an idea of what premium brands are. A few premium brands that come to mind include:
- Massimo Dutti
- Tommy Hilfiger
- Acne Studios
- Canada Goose
That is not an exhaustive list, but it is a great start. If you’re unsure of a premium brand that I haven’t listed here, compare the two. The main thing you’re looking for is similar garments at similar pricing points.
Premium brands are such because of the quality of the garments and the fabrics that are used. Oftentimes, 100% cotton is used in basics or there is a higher percentage of wool in sweaters. This means that your jumpers and sweaters become more durable and last longer. They last well beyond the time constraints of one year that most high street brands cannot match. Therein lies one of the many benefits of shopping at premium brands.
But don’t be fooled. Once you begin to shop at premium brands, you’ll begin to enter the world of a targeted consumer. You may purchase a sweater from Tommy Hilfiger because of the infamous logo as opposed to the actual composition of the sweater. For example, if a sweater from Tommy is 80% Polyurethane and 20% cotton, would you consider this to be a good purchase? I’m not going to tell you what the answer is, but there is certainly an answer.
Consequently, when shopping at a premium brands store you will purchase anything you like. This is because these stores tend to sell curated items. Items that are marketed towards their dream customer. Not a pool of strangers who couldn’t be farther alike. When you shop at a premium brand store, the colours that are on offer are vast. The designs are unlike that of the high street and the shoes are more demure. This means that you won’t see everyone wearing the same shoes as you. By the way, seeing someone in the same item as you or an item on your wish list is a positive thing. It means someone else thinks that you’ve got great style.
Premium brands are your first step on the ladder to purchasing items of better fabric and quality. But it is also the first step into purchasing items for the marketing as opposed to the care and attention that physically went into making the item. Sometimes you won’t be able to help it because great garments and logos can go hand in hand. Just make sure that you understand what you’re purchasing and never make a purchase without checking the care label. There’s nothing worse than buying an item that has to go to the dry cleaners.