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BBC Three - Secrets of the Superbrands (Fashion)

3335 ratings | 728443 views
Alex Riley thinks he's immune to brands. When it comes to fashion, technology and food brands he just goes for the cheapest and what works for him. He's convinced he's not seduced by the advertising, celebrity endorsements and hype which surrounds the big global brands. So how did that pair of Adidas trainers get in his wardrobe? And how did that can of Heinz Baked Beans make it into his shopping trolley? And why does he have a Nokia mobile phone in his pocket rather than any other make? With the help of marketeers, brain scientists and exclusive access to the world of the superbrands Alex sets out to find out why we buy them, trust them, even idolise them. Programme created by the BBC
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Text Comments (402)
Jane Windsor (13 days ago)
thank you for baring with me and helping me
Rae burke (26 days ago)
This guy looks like Shaggy from Scooby Doo....
Rah (1 month ago)
i love this presenter, he is comical
Truth Exposer (1 month ago)
Brainless humans
B Grwl (1 month ago)
Small kids have gotten brainwashed by all of these very expensive brands. These brands are made with cheap fabrics and materials and sold for so so much money.
N. S. (1 month ago)
Everyone who is wearing a brand is basically a walking advertisement for that brand. If you wear it you are helping promote it. And no, there is nothing wrong with quality and shopping for things that will last. But just because it says "gucci" on it doesn't mean it's not made in a sweatshop. Everyone in the comments defending brands must have really low self esteem and rely on these products to bring themselves up. Oh wearing a brand makes you happy? You gotta ask yourself why you feel shitty without the brand and fix your life first.
Tiffany C (1 month ago)
I'm dying at that Nirvana cover lol. I don't mind buying a high quality designer item, but I have a real problem with designer items that are of poor quality. That's the whole point of brand names, not only does it send a message of social status, but it also allows you as the consumer to know your item is a worthwhile investment.
Iron Maven (1 month ago)
"Add -e-dass".....what the fuuuuck?¡
Felicia p (1 month ago)
35:06 haha xD
Reza Ap (2 months ago)
Dat ass 31:06
createinspain (2 months ago)
Isn't it great that the great unwashed as it were, are subsidising the extremely wealthy who buy the made to measure stuff? These companies must be laughing their socks off at the plebs. Like the diamond industry, it's all a con.
Golden Entertainment (3 months ago)
Can anyone tell me the song on the piano (55:17). I've heard it before but don't remember the name. Plis help!
audrey5567 (5 months ago)
I love Diesel Jeans .. One of My favorite !! Stays and shape and color for years ....Good Quality ...
jellebel222 (5 months ago)
6:04 she's stealing
K.A. GORDON (5 months ago)
Fashion is such bullshit. Its for such weak minded people. I never know what brand im wearing until I have to get another pair of pants for work. I thought my sneakers were addidas for the last year..nope..denali brand. If they fit and do the job and not expensive I will buy them. Im trying to think of one brand im loyal to and I cant. I prefer bulk foods with no labels and dont eat processed foods. I suppose maybe water because there are different kinds....and Kevita kombucha because of the taste. Hundred dollar shirts and pants and shoes have never come into my home and never will...at least on me.
japanauto trader (6 months ago)
21:35 so basicly they are doing it to get a shag (your spot on mate)
asmir r (7 months ago)
fuckin stupid
Tm Divo (7 months ago)
couldn't ANYBODY tell him how to properly say NIKE?
INSPECTOR FROST (7 months ago)
fck yo
INSPECTOR FROST (7 months ago)
magic
Hana Tanana (7 months ago)
ADIDAS made shoes for the German Army during WWII?... Interesting...
simon lloyd (7 months ago)
The most vacuous, superficial, unnecessary, exploitative, undermining, depressing, narcissistic, self esteem crushing, religious, corrupt, egotistical, nasty, hateful and despicable industry on Earth... Utter, utter bollocks. The empty people who fall for this nonsense have a huge gap in their souls that they feel can only be filled by the affirmation of others, and they have neurotic need to impress upon other people of their importance, status and desirability.
Janis Frazier (7 months ago)
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Goldan - Lazar Crusader (7 months ago)
ITS PRONOUNCE NI-KEY
Offensive Username (8 months ago)
The same thing that happened to Burberry, happened also to Lacoste. Though that brand went from preppy to immigrant chavs.
Mr. Kire (8 months ago)
im looking at all the negative comments and it seems that people fail to grasp the concept of this documentary, I now understand why it's a secret how these brands are what they are, oh well, sheep will be sheep.
peterdavid.69 (8 months ago)
wow in the intro of this video the woman fashion what ever from the daily telegraph is wright up her own arse ffs .
Randy John (8 months ago)
I shop at goodwill and make 100k/yr. I spend more on hunting than clothes. I wear friut of the loom tshirts amd undies. I don't buy designer because it does nothing to help me personally. That's that bullshit. Take the logos off and it's all the same. Most of that shyt is mass produced anyway.
Ant (9 months ago)
Yawn..
Gonzalo Morales Sánchez (9 months ago)
This guy is awesome! Great documentary
12 tosö (9 months ago)
suck my BBC
Dia. (10 months ago)
My reward centers light up when i get a bargain, I can't stand 'distressed' jeans, i need a rucksack not a handbag ,...i think I may be free.
Anna G (10 months ago)
I enjoyed that
DAVID ALTON (10 months ago)
I ONCE SAW A PICTURE OF A WOMANS BRAIN LIKE SHOWN IN A GAY ESCOURT ADDIT JUST SAID SHOES ON THE FRONT LOBE AND IN THE REAR SECTION IT SAID MORE SHOES
Samantha Peters (10 months ago)
The guys near the start need to pull their pants up. There's no point in wearing an expensive brand if you going to make yourself look like tacky.
Matt Sterling (11 months ago)
I think it's quite sad and pathetic that people are so delusional that they spend obscene amounts of this crap so they can try to impress other people and pretend that they have money meanwhile millions of people starve to death
Vegan gangsta (11 months ago)
hahah.. I spent 10 bucks for sunglasses and they are still scratch free and doing their job... good for a year. idiots!
[email protected] (11 months ago)
Ken Blu: Thanks for posting this great doc! I love Alex, the host, he is very amusing, asks a lot of salient questions. While I appreciate well made, edgy, and/or classically elegant apparel, inc. footwear, I have never understood the mentality dictating I should buy garments that already come worn, ripped, threadbare. And, pay more for them! This just seems idiotic, and an affront, to my sensibilities, at least. When such clothing first began emerging, I couldn't help but think of those folks on obscenely low incomes who might well be wearing ripped, stained apparel, purely out of necessity, but wishing they could afford completely new, pristine pieces. As well, like other posters, I have always been mystified by the pervasive consumer hankering to be a walking billboard, with this or that brand name emblazoned across my chest, on my behind, wrist, or feet. I believe I should be getting paid to be a perennial source of advertising for them, rather than my paying for the supposed privilege of representing them. How ironic that at least in North America, where I live, people tend to look down their collective noses at blue collar trades and those engaged in such work. (Never mind that unless incredibly deft and versatile in terms of skillsets, most folks immediately turn to, and must hire such tradespeople to do myriad forms of work for them.) Despite this built-in snobbery, this visible, and visually represented class divide, these same high-steppers want to wear garments that come tattered, right from the store; items whose wearability life span has already been seriously curtailed due to a manufacturer's distressing techniques. I, "get," the concept behind making and selling such garments, yet personally find the whole idea just plain unappealing. Especially when such distressed apparel invariably comes with a much steeper price point. Minus expensive apparel brandishing branded luxury logos, one can still well convey a personal sense of good, even excellent personal style. I would posit one can pull this off even better without advertising for clothing manufacturers every time one steps out one's front door. The slavish devotion to luxury brands, the insatiable desire to own, (or rent them, which is even more outlandish and unfathomable to me) serves to remind me of the image of lemmings rushing up to and falling over the edge of a dizzyingly sharp cliff. It is curious to me so many countless people throughout the world are so desirous of being pawns caught up in monolithic marketing machines; it's often a formula for personal financial disaster, as well. Same goes for falling prey to the fantasies endlessly spun by luxury vehicle manufacturers, etc. Most luxury cars are a dream to drive, but will they deliver on their promises to make you better, more popular, sexier, (once physically separated from your driving machine) richer? I think not. I love fashion, love design in all of its forms, but somehow from a young age have always regarded the strong desire to pay homage to designer logos, i.e., by buying and wearing them, to be somewhat gauche. That said, I adore well made garments and definitely know and gravitate towards quality items. I reckon I simply don't have any need or desire to walk around wearing clothing or accessory pieces that verily scream, "Look at me! I'm chic, I'm edgy, (or whatever) and I'm able to afford luxury, therefore, there is something intrinsically special about me, plus I also wield substantial financial power, don't you know?!" The entire, "I'm better than you, or want to be better than you," mentality merely serves as sad commentary on the omnipresent, servile attitude that dictates one willingly be shackled, (designer grade, of course!) by all things superfluous and secular. This all seems more than a bit facile, and sad to this devoted, of good quality - garment wearer. Lastly, I'd love to hear the reactions of other viewers regarding the Louis Vuitton store window display, i.e., depicting several mannequins sporting posh clothes, and whose vacuous heads are topped off and entirely eclipsed by large handbags. I found this imagery to be both disturbing, and a visual testament that speaks to the prevalent mindlessness of countless consumers. There are so many messages wrapped up in this display, but believe the key one is, "Don't think, just buy...you want this...this is what prestige looks like." This preceding was written by the girl who in the early 1970s dared, at times to wear vintage dresses with matching fabric, skinny belts to high school and was summarily laughed at by certain members of the uber-cool crowd. Their collective snickers made me feel a little bad, but somehow I had the sense what I was doing was fine, it worked,  it was me. It just happened to be outside of their comfort zone, their realm of comprehension, but that was okay. :)
beth 9891 (11 months ago)
The interviewer is amusing. Love the dry humor
Mafer (1 year ago)
My dad saved me from this brand brainwashing when I was six, he said to me: "It's quite tasteless to wear clothes with a huge brand name on them. Have you ever seen royalty or any elegant lady wearing shirts or dresses with huge letters or logos printed all over? You're not a billboard, my little girl. Use your brain and your words wisely, that's how you advertise yourself"
Leann's Adventures (1 year ago)
Unless I get something for dirt cheap, I feel no excitement. #thrifter 🤓
Jesse Plays (1 year ago)
+damianvdalen
Jesse Plays (1 year ago)
wow gigantisch triest
SESN (1 year ago)
The way he says Louis Vuitton triggers me
Millie Sumner (1 year ago)
im real. i wear jeans
candyflosscrown (1 year ago)
just for the record my favorite brands are still very 90s xD the kappa jackets that nike copied animal sports wear, louis vuitton and ellese and ivry park
candyflosscrown (1 year ago)
buying brands makes you feel less than a number in socity but the more you wear it the more insecure you feel :/ I buy brands because I dont feel like a number but they do help get job interviews xD and accepted and then when you reeled them in just wear non brands :) the anoying thing is when there in a branded item I like I because I like it not to impress others I can afford it but I dont wanna soend that much but back as a teen I bourght a pair of shoes I hated but happiley spend £120 or whatever just so I looked cool so what have we learnt DONT BUY BRANDS just buy them for job interviews XD or to meet someone you have no intetion of seeing again :)
Little Bunny Bunny (1 year ago)
i bet the black guys can afford designer de hrew selling drugs
Juci Shockwave (1 year ago)
The only moment in time of my life I got into fashion name brands was when I was age 12-14... At 15 I got tired of it and switched to making my own fashion trends and following my own sense of what I think is cool. I ended up being a Geek Goth. I still am. Though from time to time I do like wearing Victorian and Fantasy Goth clothing. I mix and match unknown name brands and sometimes create my own version of these trends (cheaper that way; modern goth clothes are ridiculously expensive these days... WTF!?). I always been a general Bohemian gal following my own path. Fuck society and its constrictions on how we ought to look and wear. I'm working on returning back to my Victorian Romantic Fantasy Goth clothing. Modern fashion clothing seems to only attract assholes. >_>
lambchopxoxo (1 year ago)
N ow we know why he calls it Adi Das
lambchopxoxo (1 year ago)
I dont own a pair of jeans. I'm sure I'm not the only one.
lambchopxoxo (1 year ago)
The name brand/ logo thing is totally current culture & marketing, and its dying off. Did you notice how she said in 1970 LV only had 2 stores? I remember that era an almost NO ONE knew or cared about Louis Vuitton. I even read Vogue and Harpers Bazaar in the early 70s and there wasnt the designer frenzy in those magazines that there is today, and luxury brands were much more exclusive. Frankly, the average person ...even the well-to-do had access to these brands in the early 70s but didnt seem to care. Its why you see more people that have more access to these brands than ever, and MAYBE except for the superior workmanship people dont care. They dont want the logos anymore. I'll be interesting to see how this all plays out.
Luke Lemmons (1 year ago)
6:02 THE LADY IN THE BACK
Mountain Man (1 year ago)
55:05 feel sorry for the lad!
MrRatclima (1 year ago)
I would argue that people can actually control their craving and addiction - it's not easy though - ask buddha...
pathetic little lambs to pay 1500 for a bag, waiting 6 months to rent it?! how about...get a life...or better get a heart and a brain. the idea/reality of population control is looking better everyday, enough zombies running around with stupid bags while people have no drinking water let alone food. go jump off a cliff you and your LV belt.
Michael McDonald (1 year ago)
This man if offensive. A Bottega Veneta looks like it's made out of vinyl? Does he have even a clue of the amount of craftsmanship and artistic talent that goes into making that bag?
m norton buswell (1 year ago)
k, but there's no such brand as "Addy-dass"
Ellen Moore (1 year ago)
It's the exploitation of 3rd world garment labour that upsets me about these brands. It's still going on. I wouldn't be caught dead in any of these brands. Watch documentary The True Cost. About the horror of brand clothing hell in poor countries.
Hali St. Louis (1 year ago)
So sad.
MasterSteven9x (1 year ago)
1. What is your favorite superbrand/s? 2. What is Paulskeee’s favorite shoe brand? 3. What is the brand value of Louis Vuitton? 4. What kind of demographic does Louis Vuitton market to? 5. According to the LV pyramid, where does LV make the most money within the pyramid? 6. Why do you think it was a surprise for Alex Riley that Luxottica factory produces eyewear for most of the major brands? 7. What is Burberry's brand value? 8. Which social media brands did Burberry utilize to reach their demographic? 9. How many readers (magazine buyers) does Glamour have every month? 10. What is the target market for Glamour magazine? 11. What do fashion magazines need to exist (stay in business)? 12. What is Levi's brand value? 13. What city is Levi’s brand from? 14. What is Diesel's brand value? 15. What is A&F’s brand value? 16. Define retail theatre. 17. What is Adidas’s brand value? 18. What was the brand created by the brother when they parted ways in Adidas? 19. What is the brand value of Nike? 20. What kind of labor scandals have negative impact on Nike? HELPPP!!
PasCorrect (1 year ago)
If Nike is such an all-powerful brand, why can't they get everyone to pronounce "Nike" the same way?
Dr Verano (1 year ago)
love the two gentlemen with their snapbacks and designer belts looking at them now they look ridicolous. Just showcases how fast fashion changes.
SKY Rocket (1 year ago)
I used to have a friend who would only wear brands lol note I say used to.
Kisha Joanne (1 year ago)
I love this presenter so much, feel like hes so unintentionally funny hahah
Kyron Golding (1 year ago)
I love designer/luxury brands
Olga (1 year ago)
The presenter is super hilarious! Nice approach to this fancy topic.
sherry kao (1 year ago)
I'm fortunately not able to afford most luxury brands. I'd still treat myself once a while when I see something I love ON SALE though.
M Jones (1 year ago)
You should have asked what was the cost price for those glasses ..5$
Oie White (1 year ago)
i guess i am one the odd one i could careless about fashion i don't wear any name brand in fact all my stuff has no name on them. it be an cold day in heck before i spend 300 dollar on any fashion
Vanessa Quintal (1 year ago)
Hello Daniel Radcliffe! :-o
Frog Princess2 (1 year ago)
Alex Riley reminds me of a dark haired Jimmy Savile
Frog Princess2 (1 year ago)
Alex Riley reminds me of a dark haired Jimmy savile
Jose Luis Ortiz (1 year ago)
Luxury designers brands is not about "Wearing the brand" otherwise it becomes tacky, exactly what happened to Burberry, or in some cases Gucci and Louis Vuitton. Even worse, lots of people buy fake copies of these brands just to "wear a brand".... Luxury brands (at least for me) is more about quality and design, most of them guarantee a high quality and long lasting, as well as the design, which is a product of originality and imagination (like art)... it also gives you other kind of social awareness, like you can be sure that the piece you are wearing is not produce by a child working in extreme conditions somewhere in Asia or other part of the world, however that is another story :P
chanda vuik (2 years ago)
check out her idea https://www.gofundme.com/gabrielles-chance
Ruth green (2 years ago)
alex youre a really good interviewer very humorous and you put people at ease keep up the good work
Lust for luxury (2 years ago)
Abercrombie is going bankrupt
charlesheartnyc09 (2 years ago)
Why BBC hire these silly presenters....
MrGrizzzlik (2 years ago)
RAF SIMONS RICK OWENS USUALLY WHAT I'M DRESSED INNN
Foxglove (2 years ago)
12:10 unexpected Nirvana wtf?
Amanpreet Sangha (2 years ago)
Your Chennai expert needs to brush up on his retail fundamentals. Nike isn't and never was exclusive in India.
DobbeltD (2 years ago)
Song at 10:28 ?
bio nett (2 years ago)
anybody know what song was playing at round 7:43 ?
mnguyea (2 years ago)
Wow, people are brainless. Really, the kids think wearing the Nike t-shirt is cooler? That is sad.
s.s cringe (1 year ago)
mnguyea brainwashed*
Yvonne Witter (2 years ago)
if we have to rely on materialism to make us feel good, then when we are unable to afford it all, do we go into depression and loose a lifestyle in the proces?. Be loved for who you are, not what you wear. It really is not sustainable
john jj (2 years ago)
It's not what it does, it's how it makes you feel
Mark Messier (2 years ago)
Interesting video, but the host and others don't know how to say Nike. The correct way to pronounce Nike is Nikey.
Thomas Fischer (2 years ago)
Mme jasmine jhabvala est son psychiatre retourne dans votre payé pays vous êtes des salte de proviteur rien d'autre. Thomas Fischer.
julie miller (2 years ago)
hearing this crap that all luxury the sun glasses are made in one factory. I might as well get my glasses from some factory in china putting on knockoffs, it feels just about as special
Sinnergism (10 months ago)
Not just sunglasses Julie. Other manufactories make handbags, scarves, shoes, jewellery - accessories of every kind - for major brands in a similar manner; others make clothing. Et cetera. And then of course is what some of their merchandise is actually worth next to the RRP.... One of the commenters on the page said the (so-called) high-end brands "guarantee quality" and I couldn't help but laugh! Some do, on _some_ products.
Sabine Hennig (2 years ago)
just shows how stupid people are
Frozey (4 months ago)
Not stupid, irrational and driven by our subconscious mind.
Frog Princess2 (1 year ago)
Sabine Hennig I agree...but I am obsessed with my Ugg boots but nothing else
Harry Clarke (2 years ago)
I love when people slabber about my clothes. It just makes me wanna wear them more
adriaNotfun (2 years ago)
the rich fooling the poor.
dubtat (2 years ago)
British people have the worst fashion sense.
Taylor Perrins (2 years ago)
Only chavs, there are people in Britain (usually more well off people) with impeccable fashion sense.
Ht Tlau (2 years ago)
👍👍👍gr8
Ethan H (2 years ago)
Big Brands miss out on BIG opportunities because of premium prices in a country like India. But thats a price they are probably willing to pay to maintain their brand image. During our college days me and my friends would save money for a 2 months just so that we could buy original nike studs. Because we knew that they shoes last long and besides it serves to almost all aspects of what you want the product to do.
Mr Persianality (2 years ago)
they don't care about third world markets
syrus58 (2 years ago)
40:25 "what kind of person wears diesel"? kid shouts "petrol" comical
Travis Fisher (2 years ago)
Funny thing about fashion is I know nothing about it, I only like grey and black or just black baggy shirts, knee high baggy black shorts made of strong fabric or full length black trousers made from strong fabric that lasts years.
vidform (2 years ago)
At 1:58, they start playing "Up, Up And Away" by The 5th Dimension. 1967.
ClamBuster4 (2 years ago)
and no mention of a thursday morning on lafayette street???... but 10mins talking about superdry???
Norman Wong (2 years ago)
to jBp I hav good english and from ireland Im entitled to my opinion and you are to yours its a public expression to go on you tube if you dont like what you see dont read it ok
Harry Clarke (2 years ago)
"I hav good english" Mate what, good spelling

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