Authentic self

A brand becomes more prominent in an individual's self-image than ever. Thus, the strength of consumer-brand attachment depends on the extent to which consumers believe the brand reflects themselves. There are two forms of self-concept: "actual self" and "ideal self". Actual self reflects present perceived reality of an individual (i.e., who I am now). In contrast, the ideal self refers to the individual's aspirational self, which manifests a vision of ideals and goals related to his or her future self (i.e., who I would like to be).

The actual self is closely related to the "authentic self" that embodies who an individual is and how he/she discovers his/her true self. This actual self seems to be increasingly influential to consumers seeking authenticity in marketing messages that focus their current selves rather than their future, idealized selves. Therefore, branding campaigns that incorporate authentic self as a central theme stimulate intimate emotions and trust.

The fashion industry epitomizes the use of self-identity brand appeal. Fashion companies have infamously marketed to customers that their products will increase their attractiveness, helping them achieve their ideal selves. As a rebuttal to this practice, Aerie, a sub-brand of American Eagle Outfitters, has centered its marketing theme on actual self. Its online media and social platform campaigns feature unretouched models and use the hashtag "#AerieReal" to emphasize authenticity. Their efforts embolden their consumers to be true to themselves and confident.

Authenticity is essential in fashion branding because it is a human element in the brand experience. Dapper Dan, Daniel Day, is an authentic Harlem fashion icon who began his career by making one-of-a-kind clothing for hip hop artists and celebrities in the 1980s. Although he was sued by luxury brands because he did not have permission to use their logos, he has been a trendsetter in streetwear and hip hop clothing and inspiration for designs of many luxury brands. Now he designs for @Gucci by Dapper Dan in Harlem.

Another example of products that appeal to consumers' authentic self are old or vintage and retro clothing that serves a unique style statement and juxtaposition to mass produced garments. While luxury products have social and psychological meaning relevant in identity construction, luxury consumers do not value counterfeit fashion brands because these items are fake and not representative of their authentic self. Diesel has a unique campaign, #GoWithTheFlaw that uses irony. It sells its own knock off, heavily discounted limited edition, real Diesel jeans in a pop-up store in New York's Chinatown where counterfeit products are sold. This brand building campaign celebrates individuals who disregard fashion status quo, in this case shopping at high-end stores for designer products, but value the brand's authentic image by appealing to the individuals' authentic self.