SO, WHERE ARE THE BRANDS?

The Great Brand Deception.

Ever notice that when you go to an online store that allows you to select product by brands that their are hundreds of them with exclusive sounding names, but you've never actually heard of most of them.  Well that's because its all of fiction of marketing.  They are not really brands, just product labels. 

Most products styles in a particular category are made by a select few international manufactures who make and supply the same product styles for hundreds of companies (which you know as brands) and simply put different labels on them.  There can sometimes be slight customizations to color, or material in order to make sure no one else appears to have the exact same item.  Often the manufacturer products a dozen or more different labels [see Fig.1] for the same company.  The product produced under these labels don't differ in any material way from the products produced for any other company under their own brand and labels.

Figure 1- Company Structure in Fashion Industry

                            Quality International Manufacturer           

                 |                                  |                               |

         Company #1              Company#2              Company#3

           -Brand                          -Brand                      -Brand #1

                                                  -Labels                       -Labels                            

                                                                                  -Brand #2

                                                                                     -Labels

The labels themselves are sometimes promoted as different product lines of a given company, but can also be promoted as completely separate "brands" even though they are in fact owned by the same company behind the scenes.

 So what's the point of all this? 

The point is that consumers are inclined to pay more for labels with names that they like the sound of; it may sound more exclusive, or sound more youthful, or sexy.  That's why there needs to be so many of them, so that there is a label targeted just for you and whatever you aspire to be.  There is also another element of psychology at work here; people like the hunt and get a tremendous boost from finding something unexpected in a new "brand".  At the end of day, its just about extracting more money from you.

 So how is Chicks Agree any Different? 

Ok we admit it, Chicks Agree is a brand too.  We often use the same manufacturers as other exclusive brands who spend a lot of money promoting the unique psychological appeal of their labels to make them appear exclusive.

 Here is where we are different:

1.  We do not try to raise our average sales price (your cost) by:

• creating our own artificial labels that just sound nice, (or)
• by purchasing expensive branded products from other branding companies

 2.   We buy direct from the highest quality manufacturers both unique products and products of similar style to that which you can buy from other national brands and exclusive boutiques.  You pay less at Chicks Agree then you would pay at the exclusive French Boutiques and National Brand Sites that offer similar quality product items.

3.   Chicks Agree does little brand promotion, lowering our operating expenses and your cost.

4.   We work with only the best US and international manufacturer's to select and specify only products with the highest material quality and stitching standards for every product we sell.

So what label will I see on the products I by from Chicks Agree?

You will see either the Chicks Agree Label, or the "house" label of the manufacturer.  House labels are used by Manufacturers to avoid using their actual name which is often prohibited from disclosure by the national and boutique brand purchasers who are buying the similar products styles.