Micro-economic needs of businesses are primarily the need to stimulate demand (Brierley 2002:5) Vivienne Westwood is the brand, it is for fundamental reasons why businesses advertise are to do with the company’s micro-economic needs to stimulate demand and generate profits, without profits companies go bust. It is the state of the micro-economy which determines how successful they will be. (Brierley 2002:6) Westwood approaches the political boundaries which demarcate rules and legislation, size and organisation and the availability and access to the media enforcing her anti conformity of the British government and political system. (Brierley 2002:23) Often this then portrays Westwood as an ‘eccentric, out there, wacky character’. Attracting the media can be very effective as consumers anywhere in the world have the same basic needs and desires and can, therefore, be persuaded by universal advertising appeals such as on Vivienne Westwood’s blog http://www.climaterevolution.co.uk and the worldsendshop.co.uk (Brierley 2002:27) Most consumer classifications systems in Britain came out of media research, thus the large need to match the brand’s potential customers with media usage. (Brierley 2002:28) It is interesting to know why marketers use advertising, but there are three fundamental ones: first to improve long-term profits generally by increasing sales: second to improve the image of the firm or organisation; and third to try to affect behaviour. (Brierley 2002: 51) Westwood’s method, mainly to affect behaviour of what she as a person and the brand itself recognises and believes in:
It is effective as then not only people who like the clothes are consumers but also the brand branches out to consumers who share the same values and anti-conforming ways and beliefs as Westwood does.