The document analyzes and compares four different clothing brand advertisements - Boohoo, Marks & Spencer's, Ted Baker, and H&M. It summarizes the target audiences, what each brand focuses on advertising (price vs. quality), and how the advertisements reflect the brand's image and perceived value. Boohoo targets teenagers and advertises low prices. Marks & Spencer's targets older audiences and advertises quality over price. Ted Baker targets young adults but positions itself as a luxury brand, while H&M also aims for young adults but advertises affordable style.

1. Task 4 – Comparing Brands
Hayley Roberts

2. The first advert I looked at was for Boohoo which is quite a cheap clothing range and they are showing this in the advert. Their market is a
younger audience of teenagers and young adults and these are the people who will buy from this company. They have several competitors
such as Missguided and Miss Selfridge. Boohoo only sells their products online and don’t have stores that sell their clothes which also
shows that their products are at a younger audience because not a lot of older people use the internet and when they shop they tend to
go to the store itself. The advert focuses on the price because they are stating that the top is £12.99 and this is in quite a large and bold
font. They want to advertise the price and show the audience that they are really cheap and this is why they should shop with them and
this is exactly what they look for. They don’t really go into the quality and they don’t focus on the quality as they are trying to focus more
on the price. But in this advert they only state how cheap the top is and so they are then showing that the shorts are maybe a really good
quality and so they are advertising the quality of the shorts rather than the price. This means that they will be more of there high priced
range and that’s why they haven’t included the price in the advert so that it is purely focused on the top. In the imagery for this advert is a
young adult and so they are advertising that the clothing range is for more of a younger audience rather than an older audience and this
then represents the image of the products. When people think of Boohoo they will think that the products are more for younger people
and by getting a young model to advertise the products, they are then matching the image of what people think. As the clothes are quite
cheap, they might have less value because of it not being so expensive compared to if it was more expensive as it’s worth more. Having
the model showing a lot of skin and really short shorts and cropped top, adds to the youngness of the audience as old people wouldn’t
wear clothes like this.

3. For my second advert I looked at Marks and Spencer’s and they are the complete opposite to Boohoo. The market for their clothing range
is more adults to then more of an older generation rather than a younger audience like Boohoo do. The advert here shows a woman who
is in her adulthood so it reflects the audience that is being aimed in this advert just like the Boohoo advert which shows a younger
adult/teen which this then reflects their audience. They like to advertise the quality of their products rather than the price because they
are more of a high end shop so they aren’t exactly cheap and are a lot more expensive than Boohoo’s clothing range. In the advert there is
no price shown which means that they are advertising the quality of their clothes and it also says in the advert that the clothes are
“perfectly detailed”. This means that they take time and care to make the products and that they are done perfectly to the last bit of detail
which then shows that the quality of them is really good. Marks and Spencer’s competitors are stores such as Debenhams and Next which
also are mainly for adults and the older generation. The model is also wearing clothes which cover her up rather than cropped jumpers
and really short shorts like in the Boohoo advert which also helps show the gap in the ages. The value of these clothes will be higher than
in the last advert because the clothes are a lot more expensive so if the material splits or wears away, it would be more upsetting with
these clothes because of the high quality and the price of the clothes compared to the cheaper range in the last advert so there is a
difference there in the value. When people think of Marks and Spencer’s, most people may automatically think that the clothes are for
older people rather than a younger audience and more for adults too and having the adult in the advert which isn’t young or old adds to
the image that people may think of the shop itself. It also shows the age that their clothing range would probably start.

4. Ted Baker is a high end designer brand which focuses on fashion and accessories. They aim their products at a young adult/adult market
rather than young or old, it’s in the middle and can range from a younger age. But with it being really expensive, teenagers won’t want to
spend so much on clothes and that’s why they focus on shops like Boohoo or Miss Selfridge. This advert doesn’t go into detail with the
price of the clothes they are wearing but they are dressed up for what looks like a special occasion and so they will be the top end of the
price scale rather than their bottom. But they do add that they have 20% off their ranges so this then is advertising that they will be at a
good and decent price by adding that they have 20% off online and in stores. They also add in a really bold font that it’s for one day only
which then encourages the market more to then buy their products and make the most of their discount they are offering. The image Ted
Baker has will be more of a high society and an age range which is mainly adults and young adults and this is shown by the sophisticated
clothing they are advertising and the models in the advert which are fairly young but not in their teen years. Ted Bakers competitors will
be stores such as Paul Smith, Ben Sherman and Polo Ralph Lauren as they are all aiming their products at a similar market and similar price
range. They use a high quality image in the advert and they look like they are in a really posh place which also matches the clothing they
are wearing in the image. This then reflects the designer brand itself as they are very high quality and highly priced. The quality of this
brand is really high which is similar to Marks and Spencer who advertise the quality rather than the price but this is the opposite to
Boohoo who try to advertise the price rather than quality. The value of this brand will be more than Boohoo because of how expensive
the clothes are and the quality of them and if they were to rip or tear, it would be more of a shame because of the price and it will mean
more to people.

5. H&M is a clothing range that is aimed at young adults/adults and so is very similar to Ted Bakers market but this clothing range is a lot
cheaper. In this advert, they are advertising the price and how cheap their clothes are. They state that the coat the model is wearing is
£24.99 which is relatively cheap for a coat and so they are advertising the fact that it is a really good price and people should buy it while
it’s at this price. Having a young adult to model the coat reflects the audience and mirrors what people think about the market of the
clothing range. The image is also taken outside so that it advertises the coat but it also shows that it’s not really a high end store
compared to the imagery Ted Baker use for their advert as it’s a lot more of a high quality and the place it has been taken is very posh and
sophisticated. The quality of the coat isn’t really being advertised as the focus is mainly on the price rather than in the Ted Baker advert
they look at the quality with it being more expensive and at a higher quality compared to H&M. The competitors of H&M are New Look
and Zara as these also provide cheap clothing that are aimed at a younger audience. H&M are stylish and that’s why they aim their
products at a younger audience because that’s who are seen wearing their clothes rather than Marks and Spencer’s who do aim their
products at an older audience and this is shown in their clothes. The value of their clothing isn’t as much as Marks and Spencer’s or Ted
Bakers for example as it’s not as expensive or at a high quality which is then similar to Boohoo’s clothing range. If the clothes were to tear
and rip it wouldn’t be as bad as if you had spent over £50 on something like you can with Ted Bakers clothes and so this then represents
the value of H&M’s clothes and how they aren’t worth as much as other companies. I would say that Boohoo and H&M are very similar in
terms of their audience and the price range of their clothes and that they both aim at a particular audience so they could be in
competition with each other too.