CONCLUSIONS The interviews allowed me to shed light on an aspect of the phenomenon of extending the brand of clothing in the wardrobe of an adult child who, until now, had neglected the child.
Like many phenomena that are intended as small as this, the subject of my thesis was observed, albeit far more photographed than anything else, through adult eyes faces more than anything else, to trace the possible social and economic implications.
With my thesis I wanted to give voice to their own, children who encounter today in an object, the brand, which previously resided in distant foreign land the big ones.
________________________________________
I wanted to entrust the children to define, in their own words, with images taken from their imaginary world, what brand of clothing is childish imagination.
questions about the recall from the market-known shows that children are very familiar with them. On average, children were able to cite a 6:00 to 7:00 marks in the head and surprising finding was that the brands mentioned are not the traditional ones with whom the child should be familiar, but these are placed only third.
brands mentioned are the more established brands, "Young" those who have extended their production to the smallest. These are brands such as Zara, H & M, Adidas, Grounds born to a teen audience are also addressed in a few years younger. These appear to be quite popular especially among children who spend much time with friends who have a less frequent with the media and sports practice more easily.
In second place is the top brand, the fashion houses adult in recent years are creating Junior lines parallel to the mother. So alongside Emporio Armani is Armani Junior, is born by Guess Guess by Marciano Guess Kids. Leaders in different collections and formats but not in the values \u200b\u200band imagery conveyed.
The interviews showed that familiarity with the different categories of brands depends on various factors, such as the relationship that the children weave with the media and the propensity to consume, but mostly by agencies of socialization in fashion.
The perception that children seem to depend on the brand rather than by their actual use, the channels through which they come into contact with them, be they parents, friends, television, fashion dolls, or the shop windows.
brands are divided into four categories: • Traditional
. Nate for children to always meet the requirements of these specifications. These are brand Original Marines, Oviesse, Petit Bateau, addressed exclusively to the band that goes from zero to twelve.
• Young. Aimed at a mainly teenage audience were extended to both younger than the more mature. The most common are the large chains such as Zara, Sisley, Pimkie.
• Top brand. At one time directed at a target only adult collections are creating more and more in line with the brand imagery of the target for the new baby some consumers.
While keeping intact the values \u200b\u200bof their world, these brands now create entire lines to children. Born from the imagination Dolce and Gabbana D & G Junior, Junior Trussardi by Trussardi.
• Luxury. Very exclusive brands such as Prada, Chanel, Gucci now devote part of their collections to the creation of some objects in miniature, the Gucci baby booties, or just sign infantile objects with its own brand. It 's the case of the designer stroller.
In a first phase of the list of known brands excel Young, followed by Top Brand4. Out of 180 listed brands, the Young were nominated 60 times, the Top 52. In third place come the traditional, 35 citations, followed by the luxury chain, mentioned 33 times. But it is the Top Brand to overcome all other categories in terms of preference. When children are having to choose which brands to dress the characters in fairy tales, Winx, themselves or, more frequently mentioning Armani Junior, Guess Kids, Liu-jo jr Benetton rather than 012 or Chicco. The three choices make proposals to the child during the interview at least one is always a top brand, even if the number of known brands in this category is reduced to unity.
agencies of socialization to be mainly brands are the stores where children, as reflected in the responses given, are regular visitors.
Another privileged are the fashion magazines, along with other media, are often the only channels through which children socialize with brands that neither parents nor brothers or friends are wearing.
Finally, the first battery of questions, showed that almost everyone knows at least mention a luxury brand. Prada, Dior and Gucci are the most mentioned. Luxury brands on thirty interviews have been cited 33 volte4.
The world is invaded by the brand adult child. In addition to live next to the note, recognizes, remembers, knows and uses it often indicate a preference and where the encounters.
But the brand talks to the child? In addition to getting noticed, to come forward in her wardrobe communicate with him?
In simulation phase the respondents, the choices of stories and pictures from the Winx dress, were able to determine both the attributes of the character of the dress you choose is one of the character. Aurora is so sweet and sensitive, and her clothes are elegant and graceful. According to this adjective then were able to choose an unequivocal choice between a brand or a brand-name apparel in question, and named the brand choice were able to characterize. The dress "simple and elegant" Sleeping Beauty turns out Gucci: "elegant, luxurious and fashionable."
This comparison between the adjectives attributed to the brand dress and those associated with it is apparent perception that the child has the brand.
jaws mentioned were the most varied, though mostly top brands, but the perception that they have in common a bit 'all.
Brand is experienced by the child as an additional "flamboyance", "flashiness" of being "chic" and "fashionable." Reinforces the brand image attributes inherent in the person who is always generous, sincere, fascinating.
Junior 'perception of their brand is more related to the type of person who wears it not to suit. The brand is more in line with the personality of the character that is not linked to the characteristics of the dress. So that Ariel is a strong character, a winner, as Krizia despite the appearance of fish.
Responses yields a perception of the brand standard and not specific imagery related to each brand. These are indifferent to the child who chooses one or another brand that is not based on messages more consistent with the dress is selected, according to the suit, but the weight that has the appearance of the character in question. The tail of the Little Mermaid, which is signed Krizia, Dior, Replay, when it is brand turns into "flashy, trendy, chic" without Ariel undergoes transformation of sorts.
This is evident in the allocation of different adjectives to suit your child's character and the brand that matches. The latter which is Dolce & Gabbana and Dior, Guess, Armani or Prada is always 'striking', 'luxurious', 'rich', 'trendy' elegant. " The abbot is whether that can be dressed so that the image of the little mermaid tail and bikini, "as the prom dress of Cinderella or Tinkerbell or to PeterPan. In each case the adjectives on the individual chapters varies from time to time but the choice to dress the character in question with a dress brand or not does not change when the garment.
Any type of dress, the one interviewee classified as simple or elegant or even the youth, when the child's associated with the brand, the dress becomes a simple and modest "fashion and eye-catching." The brand is an image in the minds of Junior that does not change the name in the name of the brand in brand, but has attributes fixed, stable.
The brand is perceived as an object to itself like the magic wand that turns rags in a dress "sexy", "chic", while keeping unchanged the initial appearance.
This is evident in the choice of to wear to impress the director. Lists the terms relating to the idea that the candidate wants to broadcast on its way to dress to the famous Penguin Joe the candidate describes the items to wear. Asked whether the choice will fall on a head of brand or not following a motorcycle negligible for the alleged stupidity of the question, then the choice more obvious or necessary that brand-image.
When the child must then describe the brand worn this appears to have little in common with those adjectives attributed to the way they dress. If your child wants to communicate a way of dressing modestly and rebellious, make the usual choice would still have more characters of "flamboyance, elegance, trendyness.
The only word that is repeated almost always be for the features that you want to communicate with his own clothing, and for those related to the brand choice is to be "fashionable" and "flashiness."
I think it is this link between fashion and showiness that brings the child to approach the brand of clothing.
The concept of image, appearance, be it a fashion dictates in almost every cartoon, comedy or doll that moves in the schedules and games for children. The dolls, fairies, cartoons today are born with a strong fashion. The fashionable appearance and image are strong part of identity that come with the character.
In interviews, Cinderella, Ariel, Belle as well as "generous, sensitive and sincere" are not much more than "fine." The Winx are always "fashion, flashy, vain, charming," and at the same time 'sensitive, brave, honest, cheerful. " Even the enthusiasm grows with the amount list of adjectives on appearance and dress of the Winx.
Being in fashion is so inherent in them, an integral part of the character that many times the child chooses not to brand clothes. If you do not dress in the first interviews the brand, now that fissatasi imagination as a synonym of 'conspicuous', 'fashion', 'luxurious', 'trendy' own dress Winx precisely "flashy, fashionable, luxurious, trendy," might initially seem a bizarre choice then what emerges is that child's imagination Winx not require the intervention of the brand.
What the brand is able to add all 'appearance, the new tele-heroes possess it already. The fairy is in question as if it were already dressed in the brand in the minds of children who, when asked "Who do you dress your favorite brand?" Do not hesitate to answer "Winx" or "the characters of High School Musical."
The new heroes, characters, dolls that populate the imaginary child convey the concept of appearance and being a fashion that makes it strong. So much so that "Winx Club" has now become also a brand of clothing. Mattel this association using the same winning personality / fashion tries to revive the market by producing a new collection of Barbie clothes Barbie instead of a new collection of dolls.
Respondents associate brands with strong images and therefore they become tools to strengthen their image regardless of the values \u200b\u200bsent from the fashion house. The preferred brand is thought of Armani clad "boys from the school ',' the player '(in a tone of exclamation)," Angelina Jolie "," the tissue "and" the characters of High School Musical. " The children smile when the brand was attributed to the catechist, the grandmother, the teacher.
The perception of object that travels in whatever brand-name and likeness with standard attributes emerge at other times of the interview. The brand is always 'chic' is 'flashy' and 'luxury' and 'elegant' and 'trendy', it is Young, Top-traditional or elegant.
When asked the child to choose a dress from a catalog of advertising, to describe it, to say the brand name and then to describe it, even in this case, the adjectives do not match.
The brand always adds something more stable and, by Trussardi Junior Pincopallino. Confirmation of the standard perception of top brand, young and luxury, but also the traditional one-sophisticated (Blueberry, logan, Petit Bateu), is given by the ease that shows the child to choose adjectives to describe a kind of catalog even when states had never heard before. In addition to not plagiarized the adjectives have already been allocated to the dress in question, the child in most of the interviews not even see the image. So if the dress is called Liu-jo Jr cheeky, simple, trendy, brand-Jo Liu although not known is indicated by a few adjectives attributed to all brands Top Brand.
a better match between the imaginary and fictional brand of clothing has emerged from interviews with children who say they play sports and play with friends more than watching television.
From these as well as a selection of brand-oriented more towards the Young Top brands, is also reflected in a change in the perception that children have of them. Although the adjectives in common with the dress are few, they add to the dress "Young" the 'youthfulness' and being 'fashionable', and not the standard features of flamboyance and luxury. The young are associated in post-recall questions, such images are consistently strong, but closer to home, as "children of the averages."
The main agency of socialization is the peer group.
The brand is experienced by this small number of would-be-famous designers as a tool of inclusion or exclusion from the group, a symbol through which to recognize a part of something. It 's the typical function that usually takes the dress from the last years averages.
Subjects Youngbrand have a similar perception to that of boys of secondary schools. The children in question is simply premature. The Young's brand used by the peer group is chosen also to impress joe Penguin. In fact, it continues to give the standard attributes of fashionable appearance.
seems that the world is increasingly perceived child weight, and the role it plays in building the image of himself. The show answers the last question of the interview. The child must select from a list of questions that he hopes the director's face when the interview by two minutes. Has the ability to invent the answer or not, and must choose which question you think Joe would choose Penguin himself.
applications to choose from are:
1. What is your favorite show?
2. What brand of clothes are you?
3. How many friends do you have?
4. Where did you go on holiday this summer?
5. What music do you listen?
6. What do you want to be?
7. Other?
If the application was listed as the choice of the brand or the number of brands dressed, the answers have always been pure invention. 4 correspond to the first choice places vacationers most elite, the question "what music plays, the only two times when the child has opted for this question so little" trendy ", it has become the singular answer" listening to High School Musical. "
Children can and can communicate.
They do this through the appearance, through the meanings, some by themselves and dress, are carried by the baby dress scene, the fashion brand.
I know how to enhance the appearance of small, whatever it is, of fairies and fairy-tale characters or animated image of their own.
I can do and do, with the adult clothing brand that following of fictional characters, it came to and, increasingly, it threatens the world, the closet, and now in the imagination of children.
