Brand & the Power of Story

Sample this:
“This Polo by Ralph Lauren sweater is an expression of quality craftsmanship and integrity of design, from the selection of fabric to the execution of every detail. It has been crafted of pure cashmere interlock for lightweight comfort and breathability. This sweater has a generous fit to accommodate the natural shrinkage that will happen after the first few launderings allowing it to then retain its size and shape for continued comfort and freedom of movement. The subtle variations and nuances of shading that occur in this sweater are what give it its unique character and are not to be considered as imperfections. As with all pure cashmere this Polo will continue to soften and fade as it becomes better and more personal with age.”
(As mentioned on a Ralph Lauren sweater label.)
Great words! Nice story, very engaging and makes the product seem very special.

I have not bought a lot of Cashmere before so I do not know if the above things happen to it. But here is how an average Joe (who， at best， has bought woolens made with ‘pure lambs wool’) would interpret this。 “This sweater will shrink, it will fade (even upon being dry-cleaned) and it will have colour variations.”
Together, these three make for a bad product. At least back home (in India) if some mid priced brand’s label read like this – the product might not sell.
But look at the power of story telling and the brand that it comes from. It lends everything an entirely new, and almost opposite, meaning
1. Bad/lose fit is made to look like ‘room for shrinking’ in future
2. Fading looks as if the sweater were ‘mellowing/maturing’
3. Colour variations look like symbols of ‘uniqueness and personalization’ (smart sweater adapting its shade to match the personality of the person who is wearing it!)
4. Not fit for cold windy weather is made to look like ‘breathability’
5. Imperfections are made to look like ‘unique character’. Mistakes become beautiful mistakes.

Branding, I tell you, is poetry that sells!