WHAT MAKES

FASHION SELL
We do not just buy fashion items. By
integrating intrinsic functionality with
predefined meaning we create and express the
master narratives of our lives.
We derive the maximum
value from narratives
that are automatically
identifiable and viscerally
classifiable as evolving
parts of our human
experience
What deeply engages
us always fulfils some
fundamental motive,
the evolutionarily-
preserved dispositions
that have helped us
survive and grow
Concepts are neural
structures that allow us to
order and categorise all
stimuli around us
Our psyche consists of a code. We are an ordered pattern
of fundamental motives capable of generating life.
Successful brands
coherently express
the very patterns
of our psyche
Using , for the first time, a
multidisciplinary approach,
including brand communication
decoding, motivational research,
psychology, affective neuroscience,
cognitive linguistics, cultural
anthropology, sociology,
philosophy and their proprietary
tools, BRAND AVIATORS has
studied the motives underpinning
buying behaviour in over 70 global
categories of goods including
fashion
Beneath all the phantasmagoria of
global marketing communication, lies
order and rhythm, the source code of
our human behaviour
What follows next is a brief analysis
of the deep motives for buying
fashion items. The motives are
presented in order of increasing
relative importance in line with their
power to influence our buying
decisions. The further we read, the
stronger the associations they build in
our mind, the more powerful their
influence on the sales and profit in the
fashion category.
* A book will shortly be published, extensively
analysing the motives underpinning 33 categories of
everyday consumer goods and our fundamental
human motives. It puts forward the most integrated
platform for engaging people to date.
EXPERIMENTATION: On an
initial level of motivation, we
are attracted to the new and
the different. What fashion
items satisfy is our:
inborn restlessness,
genetic tendency for
variety and,
insatiable curiosity.
Liberating our subjectivity,
fashion helps us, ultimately,
get a glimpse of our real self.
ORDER: More significantly, helping us
gain control over our image fashion
helps us primordially structure ourselves
in front of a moving world. The rhythm
of new collections itself is a guarantee of
duration, it makes us aware of our
continuity: Following the seasons, we
refuse to arrest time. Fashion is one of
the cyclic rites humans have invented to
replace our lost contact with the natures
cycles.
Furthermore, fashion helps us feel
exclusive. Apart from making us feel
in control, fashion leverages our
physical capital and sends the right
message of economic and social
privilege. Luxury itself is a form of
security: Are pure refinement,
elegance, attention to detail not the
extreme opposite of disorder and
decomposition?
DEFIANCE: Fashion sells because it is
inherently disruptive. Fashion negates
what already exists. Through following
fashion we express our rebelliousness
and aggressiveness. The mind is hooked
when we know that an opportunity is
available only for a while.
PLAY: On a deeper layer,
what makes people buy
fashionable items is their
spontaneous orientation to
the moment, their buzzing
exaltation of life. Fashion is
futile, fugitive, temporal and
effervescent, always ironic,
sparkling and fanciful, an
empire of vagaries and of
artifice.
DESIRABILITY: Moving closer to the
heart of the matter, fashion
provides the hope of appearing
attractive and of being worthy of
love. Fashion involves the pleasure
of being observed by others.
Feeling sexier can be a big turn on
for others which can thus be a big
turn on for us.
ASPIRATION: Fashion items
act as trophies we deserve,
that enable us to realise
our potential, stand out,
create an impact. Fashion
becomes a convenient
manifestation of our
barbarian drive to excel
beyond our neighbour.
SELF-CREATION: Even more significantly,
some of the most successful brands embed
the capacity of fashion to make us feel
creative and express our character. In
doing so, they mark the essence of fashion
to help us crystallise our sense of self as
their own territory. Behind the desire of
the new and the modern lies our
unconscious preference to impose our
subjective existence upon the
environment. Killing our old self as soon as
we wear the new we participate in the
mechanism of discontinuous innovation
and creative destruction.
UNANIMITY: Fashion
connotes normality. By its
nature it is a collective
imitation, it represents the
influence of the majority.
Fashion favours equality.
As, it requires courage to
follow personal taste, we
feel more reassured
when we are lost in the
lonely crowd. Fashion
fosters homogeneity of
behaviour and similarity
of actions.
Participating in the motion of the
world, the motion is cancelled
REJUVENATION: On an even more
profound layer of motivation, what
makes fashion appealing is the illusion
that we can defy time, and stay young
longer. What makes fashion sell is the
theme of perpetual rebirth. In following
the temporary nature of fashion and
embracing what is fresh and new, the
change which always keeps some
familiar elements gives us a sense of
relief: I am alive, I am ok. Thus,
knowing that we have maximized our
beauty potential, we are immersed in a
state of security until the next season
arrives. In this way, fashion creates and
sustains uncertainty, which in turn is
calmed by buying this seasons clothes.
METAMORPHOSIS: On the
innermost layer of human
motivation, fashion is
symbolism and constant
change. When we try to think
of movement or change, we
cannot help but conceive it
first as a series of individual
states of being or
snapshots of form.
Fashion is a discontinuation of
separate entities, an activity
that evades time. It has no
density and consists of magic
moments that abruptly
extinguish themselves. As
everything in existence
appears and disappears,
fashion is the modus operandi
of our perceived universe.
Fashion continuously enables us
to reveal another aspect of our
character. The greater the
variety of looks we assume, the
more fascinating we become,
leaving ourselves and others
awestruck each and every time.
This map illustrates
the way some major
fashion brands are
positioned in the
consumers mind
Deep category understanding is just the first step in
creating engaging narratives. To build a proposition
that is deeply engaging, the brand must germinate
the bare motives that drive the category in a unique
and profoundly human way.
Having captured, for the first time, our
fundamental human motives at the
deepest levels of their deployment, all
the way from:
their biological value
to the neurosystems they engage
to the cognitive operations and
psychological states they activate
to the major social reinforcers they
cause and
to the rich hierarchy of inherent
concepts they infuse into our
everyday life, BRAND AVIATORS
helps marketers develop Intrinsically
Engaging Narratives
Based on in-depth research and
practical implementation, BRAND
AVIATORS helps marketers
develop brands with a solid
inner architecture deeply rooted
in the fundamental human
motives, using a three-phase
methodology
Phase 1: Map the territory
The first phase of the methodology deconstructs the
fundamental human motives driving the sales and profit of
the category, establishes the relevant psychographic
territories and reveals the way that the brands are mapped
in peoples mind
Phase 2: Give soul to
your brand
To be authentic and
engaging, narratives must
always be sourced from the
core of the brand. The
second phase captures the
core of the brand, and
mobilises its genuine codes
in order to satisfy our
common motivations
relative to the category.
Phase 3: Enrich peoples lives

Powerful strategies require effective

articulation. In this third phase, the
consumer proposition is translated
into ownable experiences written in
the language that uses our
primary emotions as structural
elements.
There is a direct
correlation between
our fundamental
human motives and
the level of sales
and profit
Nothing fuels creativity more than
understanding and mobilising our
fundamental motives and the rich
hierarchy of inherent concepts
they infuse into our everyday life
The efficiency of communication
budgets is maximised when the
authentic codes of the brand
match the deepest motives
which drive the sales and profit
of the category. Nowadays, we
have no excuse for saying that
we waste half of our
advertising budget but we
dont know which half.
Above all, by founding brand strategy
on our fundamental human motives,
and by embedding Intrinsically
Engaging Narratives the brand
becomes deeply humanistic in that it
offers holistic, universal experiences
that no longer simply satisfy some
individual needs but the needs of the
species
We are trusted by some of the worlds leading companies:
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Narratives Of Fashion to boost the sales and profit of your brand:
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