We decided a good route to take the essay was to focus on one of the texts in relation to the question and then use the other texts to draw from this.
In saying that, I don't feel that there is one source or theory which outweighs another in terms of importance within the essay.
- Identity theory is the cause of the crave for the brand.
- This is joined by Simmel's theory of class within fashion.
- A capitalist society enhances desire for the leading brand.
- Fashion brands take advantage of all of the above and ramp up profit margins.
The more tangential points from this relate to the branding & culture built by the companies. The theory of pastiche and regurgitation of a clean cut style used from the beginning of brand identities can be explored but I think it'll take some work to really chisel out the point I want to make, particularly with the practical project to then think about.
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