Monday, 27 January 2014
Hollister Clothing: Made in China
Need a direct quote on this but Karl Marx said that the method of production is invisibilised by the moment of consumption.
Hollister's brand image is focused on a Californian ideological lifestyle, this is the consumer product.
The image shows a Hollister label from an item of clothing I obtained. Here the theory of Marx is backed up in the form of typographical hierarchy. "California" which incidentally has little to do with the brands origin takes priority over "Made in China." The connotations of a Californian lifestyle, e.g. laid-back, fun-loving, beautiful are far more important to the consumer that where the product is made.