BBC Three – Secrets of the Superbrands (Fashion)



Alex Riley thinks he’s immune to brands. When it comes to fashion, technology and food brands he just goes for the cheapest and what works for him. He’s convinced he’s not seduced by the advertising, celebrity endorsements and hype which surrounds the big global brands. So how did that pair of Adidas trainers get in his wardrobe? And how did that can of Heinz Baked Beans make it into his shopping trolley? And why does he have a Nokia mobile phone in his pocket rather than any other make?
With the help of marketeers, brain scientists and exclusive access to the world of the superbrands Alex sets out to find out why we buy them, trust them, even idolise them. Programme created by the BBC

29 thoughts on “BBC Three – Secrets of the Superbrands (Fashion)

  1. Fashion is such bullshit. Its for such weak minded people. I never know what brand im wearing until I have to get another pair of pants for work. I thought my sneakers were addidas for the last year..nope..denali brand. If they fit and do the job and not expensive I will buy them. Im trying to think of one brand im loyal to and I cant. I prefer bulk foods with no labels and dont eat processed foods. I suppose maybe water because there are different kinds….and Kevita kombucha because of the taste. Hundred dollar shirts and pants and shoes have never come into my home and never will…at least on me.

  2. The most vacuous, superficial, unnecessary, exploitative, undermining, depressing, narcissistic, self esteem crushing, religious, corrupt, egotistical, nasty, hateful and despicable industry on Earth…
    Utter, utter bollocks.
    The empty people who fall for this nonsense have a huge gap in their souls that they feel can only be filled by the affirmation of others, and they have neurotic need to impress upon other people of their importance, status and desirability.

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  4. im looking at all the negative comments and it seems that people fail to grasp the concept of this documentary, I now understand why it's a secret how these brands are what they are, oh well, sheep will be sheep.

  5. I used to buy brands mostly because its better quality than unbranded cheaper options, now I dont care about brands as much, but care more about wether or not this garment is from sustainable materials and not filled with chemicals as most of the brand and non brand clothes are. Its better to wear something that was not made in sweatshop, its better to wear something that wasn't dyed by harsh chemicals that were rinsed into the local rivers and lakes, its better to wear natural fabrics that will never irritate your skin as synthetics do. Unfortunately most of the big brands care about profit and very little about everything else.

  6. I shop at goodwill and make 100k/yr. I spend more on hunting than clothes. I wear friut of the loom tshirts amd undies. I don't buy designer because it does nothing to help me personally. That's that bullshit. Take the logos off and it's all the same. Most of that shyt is mass produced anyway.

  7. I think it's quite sad and pathetic that people are so delusional that they spend obscene amounts of this crap so they can try to impress other people and pretend that they have money meanwhile millions of people starve to death

  8. Ken Blu: Thanks for posting this great doc! I love Alex, the host, he is very amusing, asks a lot of salient questions. While I appreciate well made, edgy, and/or classically elegant apparel, inc. footwear, I have never understood the mentality dictating I should buy garments that already come worn, ripped, threadbare. And, pay more for them! This just seems idiotic, and an affront, to my sensibilities, at least. When such clothing first began emerging, I couldn't help but think of those folks on obscenely low incomes who might well be wearing ripped, stained apparel, purely out of necessity, but wishing they could afford completely new, pristine pieces. As well, like other posters, I have always been mystified by the pervasive consumer hankering to be a walking billboard, with this or that brand name emblazoned across my chest, on my behind, wrist, or feet. I believe I should be getting paid to be a perennial source of advertising for them, rather than my paying for the supposed privilege of representing them.

    How ironic that at least in North America, where I live, people tend to look down their collective noses at blue collar trades and those engaged in such work. (Never mind that unless incredibly deft and versatile in terms of skillsets, most folks immediately turn to, and must hire such tradespeople to do myriad forms of work for them.) Despite this built-in snobbery, this visible, and visually represented class divide, these same high-steppers want to wear garments that come tattered, right from the store; items whose wearability life span has already been seriously curtailed due to a manufacturer's distressing techniques. I, "get," the concept behind making and selling such garments, yet personally find the whole idea just plain unappealing. Especially when such distressed apparel invariably comes with a much steeper price point.

    Minus expensive apparel brandishing branded luxury logos, one can still well convey a personal sense of good, even excellent personal style. I would posit one can pull this off even better without advertising for clothing manufacturers every time one steps out one's front door.

    The slavish devotion to luxury brands, the insatiable desire to own, (or rent them, which is even more outlandish and unfathomable to me) serves to remind me of the image of lemmings rushing up to and falling over the edge of a dizzyingly sharp cliff. It is curious to me so many countless people throughout the world are so desirous of being pawns caught up in monolithic marketing machines; it's often a formula for personal financial disaster, as well. Same goes for falling prey to the fantasies endlessly spun by luxury vehicle manufacturers, etc. Most luxury cars are a dream to drive, but will they deliver on their promises to make you better, more popular, sexier, (once physically separated from your driving machine) richer? I think not.

    I love fashion, love design in all of its forms, but somehow from a young age have always regarded the strong desire to pay homage to designer logos, i.e., by buying and wearing them, to be somewhat gauche. That said, I adore well made garments and definitely know and gravitate towards quality items. I reckon I simply don't have any need or desire to walk around wearing clothing or accessory pieces that verily scream, "Look at me! I'm chic, I'm edgy, (or whatever) and I'm able to afford luxury, therefore, there is something intrinsically special about me, plus I also wield substantial financial power, don't you know?!" The entire, "I'm better than you, or want to be better than you," mentality merely serves as sad commentary on the omnipresent, servile attitude that dictates one willingly be shackled, (designer grade, of course!) by all things superfluous and secular. This all seems more than a bit facile, and sad to this devoted, of good quality – garment wearer.

    Lastly, I'd love to hear the reactions of other viewers regarding the Louis Vuitton store window display, i.e., depicting several mannequins sporting posh clothes, and whose vacuous heads are topped off and entirely eclipsed by large handbags. I found this imagery to be both disturbing, and a visual testament that speaks to the prevalent mindlessness of countless consumers. There are so many messages wrapped up in this display, but believe the key one is, "Don't think, just buy…you want this…this is what prestige looks like."

    This preceding was written by the girl who in the early 1970s dared, at times to wear vintage dresses with matching fabric, skinny belts to high school and was summarily laughed at by certain members of the uber-cool crowd. Their collective snickers made me feel a little bad, but somehow I had the sense what I was doing was fine, it worked,  it was me. It just happened to be outside of their comfort zone, their realm of comprehension, but that was okay. 🙂

  9. My dad saved me from this brand brainwashing when I was six, he said to me: "It's quite tasteless to wear clothes with a huge brand name on them. Have you ever seen royalty or any elegant lady wearing shirts or dresses with huge letters or logos printed all over? You're not a billboard, my little girl. Use your brain and your words wisely, that's how you advertise yourself"

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