COLOUR BRANDING

colour has always been an important factor in  fashion. over the years we see that customers are drawn to  a particular fashion item because of its colour. looking at the dispute between Yves Saint Laurent and Christian louboutin over the 'lacquered red sole'. it can be seen that colour can be used as trademark and can become an important element of a  brand's image  

      colour is one of the marketing tools that global mangers use to create and maintain and modify brand images in customers minds(Madden et al 2000).  The red sole was introduced by Louboutin in 1992 and it has become the designer's signature since then. the red gained a particular status of luxury and elegance becoming a symbol of sophistication( Machinka 2011) .      

the stiff competition between fashion brands allows to them to look for any opportunity to gain  competitive advantage over their counter parts so that their customers can distinguish their brands.For
example, the little blue box that has become the global signature of Tiffany & Co is not solely
used to communicate the company name but is also a way of symbolizing the quality and craftsmanship
of its products.(Roellig2001).  colour can be used as an effective method of sustaining a brand's identity in the mind of the consumer.      

 

life style brands such as jack wills and Tommy hilfiger have over the years mastered the art of communicating their brand identity with the use of colour.