Even car makers are branching into clothing ranges

Even car makers are branching into clothing ranges

Considering how expensive cars can be, it may be surprising for some people that most of the large car makers in the world also run merchandise ranges for fans of their cars. In itself, this branching off from the main pursuit in order to produce sidelines in other products isn't limited to just car makers, as everyone from utility companies and airlines to guitar makers and fashion designers have brought out their own ranges of merchandise. However, of all the branded goods which car manufacturers sell, by far the most popular are clothes. Though not necessarily high-fashion, fans of certain cars just like to wear that company's brand image, much like sports fans wear their favourite football shirt.

One such example is Jaguar. Known throughout the world as one of the top luxury car makers, drivers and would-be drivers of Jaguar's cars often splash out on some branded accessories to match their car of choice. Like fashion though, this is a key part of the relationship between the consumer and the brand, as it gives the consumer the opportunity to feel like they are really part of the brand, and living its values. In turn, this creates far stronger brand loyalty, which is hugely beneficial for the manufacturer.

Jaguar have taken this approach though and aimed it at several aspects of the consumer market, from the traditional t-shirts, jackets, caps and keyrings, right through to children's' clothes, perfumes, ornaments and umbrellas; all of which add up to give the consumer a solid identity with Jaguar's brand. Not only is it showing other drivers that you drive, or at least like, Jaguar cars, but it's labelling yourself as a part of society that fits into Jaguar's core values. Again, this is similar to wearing a pair of designer shoes to suggest that your lifestyle matches that of the brand's values.

Overall, the car industry has moved away from just branding traditional accessories like windscreen covers, which help drivers avoid costly windscreen replacements, and now focus on the far wider luxury-goods market.

Having created such an iconic car design, Porsche were actually one of the first luxury car makers to really tap into this part of their target market. Given that their cars are bold and flashy, Porsche made the assumption that Porsche drivers would also probably fit that aesthetic, and so started to produce a range of casual wear to fit into the typical Porsche driver's lifestyle. Of course, almost all of the other big name luxury and sports car makers have followed suit, realising the significant brand loyalty that merchandise and apparel creates.

Bringing the concept into the modern and more subtle age, Chrysler have taken the idea a step further and have realised the value of creating brand-to-brand relationships. In 2009 they were the official sponsor for Fashion Miami and presented the Fashion Group International Award to four hugely influential leaders from the fashion world. Though Chrysler by no means try to portray themselves as a fashion brand, by building a presence and relationship in the fashion world, they can benefit by attaching themselves to the core values of fashion, like elegant design, fine craftsmanship and a luxury products.

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