I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to communicate the brand values. Nevertheless, its definition doesn’t rely on target audience and positioning only. It’s about the determination of the brand’s essence. How does it happen? Through the study of archetypes. The…
Answer quickly: what is the item of clothing that best represents the English weather? The trench coat, of course! And who makes the most iconic trench in the world? Burberry, no doubt. Everyone knows the story, but it’s worth a quick summary: it all started when Thomas Burberry founded a small store in the Hampshire…
Dior and Yves Saint Laurent have a historic relationship. In addition to Yves have worked alongside Christian and being his replacement, the two maisons are icons of French fashion. The similarities definitely exist, but do the brands compete for the same audience? From the archetypical point of view, both are the Lover, which is very…
“Elegance does not mean being noticed, it means being remembered.” Giorgio Armani’s statement perfectly summarizes the identity of his brand. Since the launching in 1975, the designer has become a synonym of Italian elegance, with its taste for discretion and high quality. No wonder that Armani suits remain as a top choice of powerful men,…
What began as a simple Italian denim brand, found by friends Renzo Rosso and Adriano Goldshmied in 1978, is now a worldwide company, that sells not only jeans but womenswear, menswear, childrenswear, accessories, fragrances… Diesel is a lifestyle brand who knows how to differentiate itself with powerful messages. In Rosso’s mind (who shortly after became…
Freedom, comfort and rebellion are words easily associated with a piece of clothing: a pair of jeans. The most democratic item of our wardrobe is always seen as an integral part of a journey – be it real or imaginary. A teenager discovering life wears jeans, so as the adventurer who has no strings attached….
‘Just do it’. Nike’s slogan says it all. The brand inspires the awakening of an inner athlete in each person. Despite Phil Knight and his coach, Bill Bowerman, initial proposal to offer trainers that would improve performance at fair prices, the name (Nike is the Greek goddess of victory) already showed the company’s potential to…
Audrey Hepburn had breakfast looking at its windows and Charlotte (Kristin Davis), in ‘Sex and the City’, set up a situation for a marriage proposal to happen in front of the store, just to have a romantic story to tell to her future grandchildren. Indeed, it’s hard to find something more romantic and dreamy than…
It all started in 1837 when 16 years old Louis Vuitton decided that he wanted to be an artisan and left his family in Asnières to try his luck in Paris as a trunk maker. In 1854 the brand was officially born with a store at Rue Neuve des Capucines. The classic monogram appeared in…
When we think about fast-fashion, there’s no shortage of names: H&M, Zara, Topshop… But until the 1990’s, when the term didn’t even exist, Gap was ‘the’ place to find good quality pieces with very reasonable prices. The American company established in San Francisco, in 1969, by Donald and Doris Fischer, as a multibrand store that…