DC assignment 3

2 persuasion techniques

Scarcity

Description: Scarcity is the perception of products seeming to become more attractive when their perceived availability is rather limited. When there’s a few left, people will buy the product more quickly.

Choice: When there’s a certain amount available of something, it’s getting even more attractive. I think this persuasion technique is a very smart technique that you can use when you sell products and especially clothes. You don’t want to walk around in the same clothes as your friends. Being unique is very important nowadays. I think this technique could really help Brandy Melville Europe to increase their sales and to even more stand out.

Implementation: Brandy Melville Europe could design a special limited editon line. The prices of the clothing would be a little higher than the regular clothing line. This way the costumer really thinks they have something unique and special.

Authority

Description: Authority refers to the perceived social position an individual or organisation has in a society, or the recognised expertise someone has in an area of academic knowledge or professional context.

Choice: Celebrities are the right people to use for a big campaign and to persuade customers to buy your product. I think if you use the right celebrity for a clothing line, many people will want that product too. They believe that if a famous person wears it, it will be a good product or they want to look like the celebrity.

Implementation: Brandy Melville USA already has many celebrities that wear their clothes. I think it would be a good idea to hire Kylie Jenner to do a campaign for Brandy Melville Europe, because she’s a teenage role model and has already been spotted on the streets with the clothes of Brandy Melville. Seeing such a popular teenage celebrity wearing this brand, will make ‘normal’ teenagers want to buy and wear the clothes too.