PESTLE Activity
Today we learnt about macro and micro environmental factors and then were split into groups and given a PESTLE factor to look into afterwards. We were asked to look at legal.
We began by looking at the @dietprada Instagram. The account looks into designers who have made knock-off versions of another designers products and shames them on Instagram to their followers. One of the accounts it named and shamed was Borrow my Balmain. The account was renting fake luxury designer products. To consumers who wouldn't know a difference, they may think this was a wonderful idea and buy into it, spending lots of money on fake items.
Another legal factor we looked into was Forever 21 using the Gucci green and red stripe. Gucci eventually sued them for the use of it, however many high street brands like to use a luxury touch in order to make their consumers feel like they are apart of wearing a luxury brand. This is because high-street brands are much more affordable for every one.
Counterfeits are a massive legal issue in the fashion industry. Luxury brands are so expensive to buy that consumers who feel like they want to own a piece of luxury yet can't afford it may sway towards buying a fake version rather than saving for the more expensive. Although this is a major legal issue, some brands find it useful as it is helping to promote their brand without them having to fork out any money to do so.
Would you rather save your money for the luxury item, or do you struggle to save and would rather buy the fake version?
