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Clothing

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Clothing A main necessity that individuals need is clothing. There are many different style and brands of clothing that people can choose from. There are the higher end clothing that tend to make people feel more sophisticated and just the name makes them feel more important.. Then there is the brand that can come from Wal-Mart where people with money do not purchase because they feel that will not live up to social status. There are three different target markets from each of the three brands. Those brands would be Gucci, Marshalls, Target. The three different brand of clothing all get the same results, which is to appropriately cover the customer, but each brand contains a higher quality and social significance. Throughout this essay, I am going to assess how each ad draws on the elements in Maslow’s Hierarchy of Needs to appeal to prospective customers. First, I will be discussing the first brand, Gucci. In the Gucci commercial, Gucci is appealing to all elements of Maslow’s Hierarchy of Needs. Gucci is drawing on the self-actualization, and ego needs. “Gucci’s target market has primarily included celebrities, the wealthy, fashionistas, and the upper class. The target audience has now been expanded to include middle and upper-middle class women who otherwise would not have been able to afford the high-end brand” (Ali, “GUCCI”, para. 1). As far as the value proposition afforded by the respective products, if you own Gucci items, then you have value to you because you are seen as someone who has the ability to pass out cash on your clothing. All of you other expenses are taken care of enough for you to focus more of your money into your appearance. Gucci distinguishes their selves as a high end quality brand that is majorly seen in the media. Now that we have established the first brand and their target market, let’s talk about the second brand, Marshalls. For the second brand, Marshalls, consumers tend to shop for clothes that are still nice and look good but on the more affordable level. That is why Marshalls is perfect for this section. Marshalls main statement is that, “You never pay full price for fabulous” (Aslan, Fab Found Fashion Show Marshalls TV Commercial”). Marshalls give the perfect blend of style along with savings. In their commercial, they are targeting those hard-working men and women who want a nice full put together look but on a money saving budget. That way they are still meeting the needs of their customers by saving money but still providing quality clothing. The value propositions afforded by the respective product is that with Marshalls, you are representing the working man and woman who just purchased amazing clothes for a great price. Marshalls has positioned their selves as a good quality brand who represents the middle man. Marshalls has hit a few of the hierarchy needs established by Maslow in their commercials. Marshalls has reached the self-actualization, social needs, and ego needs. They use those specific needs to help reach out to the consumer through their commercials. By doing so they are establishing a connection on a more psychological level that allows the consumer to think about what they are purchasing and what they need. Marshalls allows the customer to feel like they are wearing name brand clothing but on that low end type of cost. Now that we have been informed of the middle class brand, let’s learn about the lower class brand which is Target. When you think of a cheap location to purchase clothing from, you either think of Wal-Mart or Target. Target has become the goal for most people to shop at. They still offer good quality clothing but it’s more on the lower end. Target has many different options for clothing although they carry different brands. In the target commercial, they are really focusing on nice calm colors that can really reach out to make you feel more confident in the clothes that you are wearing. Target is trying to reach out to the age ranged between 14-25 because of the current trends that are currently being set by celebrities such as Taylor Swift and Nick Jonas. These celebrities really are the trend setters among others. If Taylor Swift is changing her style and customers keep note of that, then Target and other stores will start to change their stock. Target is all about keeping up with the current topics. It helps with sales and keeps their names on the map. For Maslow’s Hierarchy of Needs, Target is reaching two of five. Those two are the self-actualization and social needs. By using those needs through their commercials, Target is developing a connection with their customers by trying to put out the feeling that their brand is worth buying rather trying to go somewhere else. The value propositions afforded by the respective products from Target will make the customer feel as if they are buy a quality product with a low price. Now that we know what the target market is for Target, we need to make an assessment. Throughout this essay, I assessed how each ad draws on the elements in Maslow’s Hierarchy of Needs to appeal to prospective customers. These ads approach the needs that are established by Maslow by displaying their best clothing in the advertisements. They are showing that you can still look “cool” and feel socially excepted if you where their clothes. The theme for all three of the brands is that you can feel great and confident in your clothes that you purchase from them because you are wearing the most up-to-date clothing. There are a few distinguishing characteristics within each brand that make them more appealing. The characteristics of Gucci are not only that they are highly publicized within the media and have more celebrities wearing them, but they are more of darker and mysterious tones that attract appeal to them. The characteristics of Marshalls are more of color and products can be viewed on higher end list. The characteristics of Target are that they are viewed on being more pocket friendly within the consumer base. All three of these brands essentially do the same task, which is to cover the customer in an appropriate way. These brands have established themselves as leading brands for their target market and they will continue to do so as long as they keep appealing to their target market.

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