The Fashion Accessory: ‘Beats by Dr. Dre’
‘Beats by Dr. Dre’ is a headphone, earphone, and speaker company which gives the consumers a promise of audio quality and being fashionable. Besides only being a headphone manufacturer, Beats position themselves as a fashion accessory brand. They have created positive associations with celebrity endorsement and collaborations with fashion brands. They give importance to build a lifestyle and create a culture, they do this by being fashionable.
Up till today they have done several collaborations with brands and celebrities. While increasing their brand awareness with celebrity endorsement, they produced licensed products with brands such as Disney, Hello Kitty, Line Friends and formed collaborations with luxury fashion brands as Fendi, MCM, Alexander Wang and Balmain. The collaborative product of Beats and Fendi took place in Fendi’s fashion week in the year it was produced. Also, by analysing the collaborations and partnerships, it is clear to understand the positioning strategy of Beats.
Besides fulfilling the demand for high quality audio devices, Beats products are highly capable of building a link with the consumers. Beats did not enter the market with a new invention, but they re-designed and transformed an existing product into a lifestyle and fashionable product, which is one of their brand purposes.
The headphones are the iconic product of the brand that is preferred by celebrities in daily life. Alongside the headphones shape and the brands ‘b’ logo placed on it, ‘Beats by Dr. Dre’ has increased their brand awareness. The headphones have become a fashion product with the designs and strategic positioning, which leads their products to be considered as fashion accessories.
Fashion is about what brands market to you; if they do not target you, you cannot be aware of it.
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