As I’ve mentioned before, I am brand loyal. I love Tsubos, I love Fluevogs, I love Prairie Underground long cloak hoodies, I love Karen Kane jeans and Desigual everything. As someone who knows firsthand how frustrating it can be to search for a perfect item, and how marvelous it can feel to find it, I am more than happy to trust certain manufacturers based on past experiences. Good experiences. It makes shopping easier when you rely on brand loyalty: Doing so narrows the field and increases your chances of quick success.
BUT! We all know there are pitfalls, too. The dark side of my own brand loyalty stems from something I’d call “love of routine” on a good day, and “laziness” on a bad day. Confining searches to known brands means overlooking potential new sources of great, affordable, flattering, interesting garments. As I’ve said before, I believe broadening search boundaries and casting off potential source discrimination can lead to great discoveries. And brand loyalty can work against that.
Furthermore, some brand loyalties are founded upon less-than-pragmatic ideas. The brands listed above may earn your loyalty over years, as you learn of their histories and design aesthetics, learn to love their attention to detail and unsurpassed quality. Or they may earn your loyalty because they carry cachet. You may be loyal to certain brands because your friends or family laud them, because they worked for you ages ago but no longer seem to yet you just can’t quit them, because they’re local and you’re wary of shopping online.
And yet the mere thought of opening your search for perfect black pants to the entire universe of brands is … dizzying. Why not stick to the shops and manufacturers that you know and love?
What are your thoughts on brand loyalty? Are there certain brands that you trust 100%? Brands that you’ve had constant success with over the years? Would you describe the attachment as emotional? (I feel emotional about some of my brands. I’d totally defend them in a bar fight.) Or are you willing to look any- and everywhere for what you want, brands be damned? Do you have other constraints like sizing or availability or ethical concerns that limit your loyalty? Do tell.
Image via luxefashion.us
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