1. Fashion branding has been defined as " The cumulative image of a product or service that consumers quickly associate with a particular brand, it offer an overall experience that is unique, different, special and identifiable" (Brand Story by Joseph Hancock pg. 4)
Branding establish an identity to a product by give it a name, for example there are many mass-produced merchandise from shoes, t-shirts, bags, etc. Branding will make every one of the products unique by give it a image, logo, reputation, an identity.
2. Companies are able to sell item at a expensive price because they have created an image a reputation in this case you are the buying a product you are buying a name. For example Levi's jeans against a Tommy Hilfiger one.TH are not a luxury brand but consider themselves as a high end one, yet their jeans quality its normal there are not bad also but not high end quality people rather pay more because of their name.
3. Consumer groups are Rastafarian, Chinese and homosexuals.
They all differ from each other regarding to fashion, its seems that shouldn't but it does. What makes them differ from each other its their culture and beliefs. But mostly it really doesn't matter as individuals we all are the different. But their are some groups like the Gothics, country, nerds, etc that share a style in common but with these groups that I mentioned there's not much what they can have in common for fashion.
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