Many designer labels use fabric as their main focus on the season and even the overall view for their brand. For instance, everyone knows the Burberry checked/plaid fabric as well as Louis Vuitton’s LV’s as these are two brands that focus solely on their fabric and prints. Gucci and Coach also use fabric as their main focus as everyone can identify these brands with just looking at the fabric. Burberry is “commitment to quality and innovation in fabric and outwear design earned Burberry a loyal following” (Mackenzie, 2008). This company has been around since 1856 and has been going strong ever since and I think it has a lot to do with their fabric story. Many people consciously choose to wear designer brands especially with the logos and fabric printed everywhere to make a statement. Designer clothing helps make individuals feel exclusive” (Bell, 2011). This is a perfect example as many people wear designer clothing to show their status and hierarchy. Many of these brands seize attention and can also give consumers more confidence while wearing them. Luxury upscale brands aren’t the only brands that participate in fabric story. Take Vera Bradley for instance, She is constantly coming out with new prints which isn’t an issue because they are easily identified due to their quilt-like fabric. Vera Bradley is a very well known brand and isn’t near as pricey as Burberry, Louis Vuitton, Gucci and Coach. A lot of the time consumers by products due to their status and prestige but I love how Vera Bradley has made a name for herself and consumers want to buy her products due to their durability and fun patterns. As a whole, designers strive to find the best fabric that suits their brand. “”A successful fabric story enhances the attitude, customer lifestyle, and price point of the collection. The weaves, varied weights, and colors support the collection’s attention to detail and mix-and-match separates” (SAM, 2011). I think this is a great way of looking at fabric story as she hit the nail on the head.
Bell, N. (2011). Why people wear designer clothes. Retrieved from http://www.nicolesellsithaca.com/2011/why-people-wear-designer-clothes-and-why-others-have-problems-with-it/
Mackenzie, B. (2008, June 05). Retrieved from http://www.burberryplc.com/bbry/corporateprofile/history/
SAM, A. (2011, April 6). A Designers Lounge; a fabric story. Retrieved from http://thedesignerslounge.blogspot.com/2011/04/fabric-story.html
Brittany Armstrong 
Good post. I agree with your statement about brands finding a fabric that fits the brand and the image well. Fabric can make a big statement. The durability of the fabric reflects back on the brand and when consumers pay hundreds of dollars for one item it needs to last. Similarly, the pattern or design on the fabric can distinguish a brand from another, especially in high fashion brands. However, innovation is important. If the brand continues to stick with the same design consumers can get bored. A mix of classics and fresh designs is the best way to go.
Burberry, Coach, Louis Vuitton, and Gucci all came to mind when thinking of fabric stories but I forgot about Vera Bradley. You are so right about her fabric story. Her quilting makes her distinct and unique. Everyone can tell from any Vera Bradley print, even if they are a bit similar, but from the quilting that it is a Vera Bradley. I liked your different outlook on this. Her products can also be thrown in the wash if they get dirty, which is a plus. I don’t think I would just willingly throw my Burberry scarf in the wash if it was dirty.
I also wrote about Louis Vuitton and how designer labels make people feel of higher status – great minds think alike(: I definitely believe that people feel of importance in a way when they are carrying their “expensive” handbag for everyone to see. For example, when I go shopping at Northpark and I am carrying my LV bag, I feel like I “fit in” with some of the other shoppers that have expensive bags!