Opinion | Why Asians love Harvard apparel so much – even when they’re not alumni
- Being associated with one of the world’s most prestigious universities, which had Bill Gates and Mark Zuckerberg among its students, is a big attraction
- The university’s apparel is not cheap – a grey cashmere jumper, for example, costs US$250 – but that doesn’t matter for many Asian buyers
The Harvard brand speaks to people. The distinctive blocky letters in maroon or pale grey symbolise prestige and success, and membership of a global corporate elite.
This is perhaps why Harvard jumpers, jackets and beanies sell so well, even to those whose only link with the American Ivy League university is a simple garment purchase.
Brands and fashion are often intertwined. Years ago, I was taught the importance of brand awareness – the way customers recall or recognise a brand. In business, this awareness is key to customers’ decision making.
Those who pick the Harvard brand are choosing to be aligned, however tenuously, with a university widely considered to be one of the world’s most prestigious.
From my observation, Asians seem to find the Harvard brand particularly appealing.
