Secrets of the Super Brands: Fashion: Superbrand Chic

 

Description

No one, it seems, is immune to the power of branding. Not even Alex Riley, host of this enlightening three-part series, can mount a meaningful resistance to advertising and endorsement hype, no matter how hard he tries. With help from marketing specialists and brain scientists, Riley sets out to find out why we buy, trust, and even idolize popular brands. Each episode examines a specific sector of the global economy (technology, fashion, or food) as it winds its way through a pantheon of corporate titans slugging it out for the favor of mere mortals. An excellent primer in real-world marketing strategy as well as theoretical aspects of marketing psychology. Contains some mature content.

 

The apparel industry has become far more than a showcase for a designer's talent-it's now the battleground of billion-dollar corporations. This program enters the world of fashion superbrands to find out how and why they have invaded not only our wardrobes, but our minds. With help from neuroscientist and marketing expert Dr. Gemma Calvert, who administers an MRI scan to an avid fashion consumer, the film shows how the brain's pleasure center responds to advertising images, especially those that convey luxury and prestige. Viewers also learn about marketing strategies that have driven the success of Adidas shoes, Diesel jeans, Burberry accessories, and other products.

 

 

Where to Find It and Borrowing Time

Secrets of the Super Brands: Fashion: Superbrand Chic # HF5415 .S43 2011.

 

As a DVD it can be found on the bottom shelf of the DVD Bin in front of Bookstack 3. This DVD can be viewed in the library by students, or checked out for a period of 2 weeks by staff and faculty.