Creating an American Mythology: A Comparison of Branding Strategies in Three Fashion Firms

Abstract

Fashion firms must formulate and promote an identity that will be meaningful and memorable. Ralph Lauren, Tommy Hilfiger, and American Apparel are brands that overtly define themselves as American. Each brand seeks out what they define as essential elements from the American cultural landscape. These elements are used to construct a unique and coherent narrative—or more precisely mythology—underscoring the values of the brand, and framing a lifestyle identity to be embodied within products and extended to the wearer. By formulating a culturally rich brand identity and presentation, the firm attempts to visually and textually seduce the target consumer. These three brands are linked through their acceptance of democracy as a common denominator defining an American identity; however, each brand links itself to radically different manifestations of American democracy.