Clothing companies are finding weird names for products - They have good reason

Clothing companies are finding weird names for products - They have good reason


It can be perverse. It may even be a strategic finding. But clothing companies are increasingly choosing strange names for their products. This became very clear last year when we found ourselves wandering the booth at the Pitti Uomo (the most popular international menswear advertising event) held in Florence, Italy. The brand names I came across were very confusing and even composed in long sentences e.g. "Grunge John Orchestra Explosion" or even a more bizarre brand names.


Clothing companies , weird names for products , the Brooks brothers , Salvatore Ferragamo ,social media , fashion styles , apanese stylist Eichiro Homma , E-commerce and Instagram


Formerly stylists and clothing manufacturers were content to put the names of the founders on the labels such as. the Brooks brothers (founded by Henry Sand Brooks in 1818), Alden Shoes (started by Charles H. Alden in 1884), Salvatore Ferragamo (founded by Salvatore Ferragamo in 1927). While today instead of the name of the creator on the label of a shirt, new brands have decided to confuse us with names such as "99%", "Come Tees" and "Pink House Mustique" etc.

Competition in the fashion and apparel industry is fierce. Over 1,200 brands introduced at Pitti Uomo have shown us that the fashion industry is moving through another, hard, narrow monopoly. Given the almost incalculable number of brands, "it has become very difficult to find a name so there is a need to explore other avenues that are producing ambiguous brand names," explains Eli Altman, creative director at One Hundred Monkeys. , a Berkeley, Calif.-based firm that specializes in finding product labels. But in fact when Mr. Altman talks about the impossibility of getting a name; he doesn't talk about the impossibility of a brand name but about some other doors that have been
closed: important website URLs, names to list while searching on Google and of course.

social media. "Once a brand has a name, it doesn't mean that headaches stop." In the early 2010s, when Samuel Bail and his co-founder Abel Samet encountered the word "Troubaduor" in a poem, they thought it was the right name for their product. But as he says a California pub had taken over the domain "Troubadour.com", they were forced to add the word "goods" to the name of their company's product and website. " (Freight) troublesadourgoods.com" which was still free. 

But the solution is not so simple as simply adding a sentence. In 2003, many years before search engines were optimized and URL competition brought serious concerns, Japanese stylist Eichiro Homma still had trouble securing the brand for Seven Seas, the first choice of name he wanted. "But Seven Seas was very difficult for us to register because it was a very well-known brand," explained Mr. Homma. Eventually, he gave up finding the name "Nanamika", a Japanese word that roughly translates to "house of seven seas". But he was still unhappy because he discovered that this name "didn't sound pleasant", so he changed his name to "Nanamica". 


This confused Japanese buyers, but the wordexclusivity allowed Mr. Homma to register it as a URL,
Once a brand owns a name, it does not mean that headaches cease. Adam Cameron and his wife Charlotte, having founded a five-year English clothing company, had no problem securing its name as the "Workers' Club." However, recently Mr Cameron noticed that when searching for this phrase on Google, identical, Same name, appears as a club in Australia and seems very concerned because his product is now confused. 


Coincidentally or not, beyond Mr Cameron's booth at Pitti Uomo were the booths of a Swiss branded bag called "Officine Federal", which I initially confused with Officine Creative, a high profile Italian brand. The confusion escalated when I was reminded that there is also "Officine Generale", the name of a renowned French manufacturer. Names that sound similar to the ones I saw everywhere in Pitti Uomo, such as passing by the Olow booth, a French brand, I thought of Orslow, a Japanese brand, or when I saw the Kytone logo of France I was reminded that I needed it. to go visit the stands for Kito,
Italy.


Prior to the times of E-commerce and Instagram, brands that might look alike in name were unsympathetic and did not confuse the buyer. They each sold in limited geographic markets and were registered in different locations from each other. It was not possible for any buyer to be confused by similar names or victims of the efforts of companies trying to capitalize on another company similar to their own.


But today, in the context of multi-brand online stores and social media platforms cataloging brands from around the world, the potential for the buyer to confuse one good brand with another that will gain from the reputation of the former is very present.


So to avoid this “exchange” of brands, new brand founders are choosing creative names
that range from fun to memorable killers.


These informations considering by editor of the Wall Street Journal's Men's Fashion. He is also the author of opinions on fashion styles and trends. 

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