It’s easy to confuse the concept designer with designer brand but, the difference is fundamental to understanding exactly what you are getting at the check out line. We all like the idea of having a handbag slung over our shoulder that has that Chanel look (and better yet, name tag) or a pair of those unforgettable shoes with the red sole.
Tell the truth, how many times has the word designer handbag caught your attention on a description or a label…and after a better examination you were left still wonder “which designer” it was?
Perhaps this is because with the onslaught of internet marketing techniques tinging the “real” world, our senses have become overloaded with the keyword concept. So much so, that we have become just as sensitive to these little guys as Yahoo! and Google. What does this mean for you and me? Basically, one needs to become even more savoy and inquisitive, establishing the true idea behind the word so that when we are shopping we will be comparing apples with apples . . . so to speak.
Three key phrases to identify:
Designer, a word that says so much – yet means so little! It’s flashy, it makes an impact BUT means virtually nothing . . . out of the ordinary that it is. For example if you are talking handbags it would translate into a bag produced in mass which has been created to specs, normally specialized in color model and / or size. Ahhh dahh – that kind of sums up like 95% of the handbags out there. But advertisers are banking on the fact that when one reads designer they translate the word automatically into Louis Vuitton, Christian Dior or Caterina Lucchi.
Customized, now this word offers just a little more meat to it. Just as the word suggests, this normally means something has been changed in the fundamental design. It also normally suggests a limited production (this always reminds me of THE unforgettable words of Sean Connery in Hunt for Red October, “one ping and one ping only please” I know it probably has more to do with adoration of Sean then the actually phrase itself :-)). However, back to our example of handbags, a customized leather handbag can (but normally not) be produced in mass BUT has been modified to specs, normally specialized in color model and / or size.
Designer Brand. Now this is probably where most people automatically arrive when they see the word just the word “designer” AND of course this is where those that use the word want you to arrive. They are working on the assumption that the average Joe shopper will take for granted that if the tag says designer that it is indeed a designer brand or rather a bag produced in mass under a name such as Prada, Furla or Gucci. But few have the real power behind them to use this word in its true sense.
It’s all really comes down to understanding your keywords and knowing what you are looking for. What do you look for most in a bag: the designer brand name or the designer qualities such as size, shape, etc. for everyday use?