same same but different: eight things we've learned about fashion branding
DESCRIPTION
In order to build strong fashion brands you have to understand key truths that are universal to brands across categories, as well as what makes fashion brands different. Presented by Shift. to Raffles Design Institute students in Singapore. Special thanks to Prof. X (you know who you are).TRANSCRIPT
Same same but different. Eight things we’ve learned about fashion branding.
2011.11.28.
Hello.
Let’s start with a list about fashion brands.
Same same but different.
Same same
1. A brand is
not a logo.
2. Strong brands are based
on simple distinctive ideas.
3. Strong brands drive
organizational performance.
4. Imagination is more
important than resources.
but different.
Same same
1. A brand is
not a logo.
2. Strong brands are based
on simple distinctive ideas.
3. Strong brands drive
organizational performance.
4. Imagination is more
important than resources.
but different.
5. Creators trump
consumers.
6. Emotion trumps
function.
7. Stretch trumps
category.
8. Exclusion trumps
inclusion.
One. A brand is not a logo.
A brand is the collection of perceptions your audience has about you.
“A brand is a living entity, it is enriched or undermined cumulatively over time. It is the product of a thousand small gestures.”
Michael Eisner
Former CEO, Disney
Your Brand
Comms.
Publications
and literature
Word of mouth
Advertising
Sponsorships
Websites
Social media
Where most companies focus.
What really builds the brand.
Your Brand
Comms. Products
People Places
Publications
and literature
Word of mouth
Advertising
Sponsorships
Websites
Social media
Special editions
Packaging
Collections
Accessories
Collaborations
Licensing
Retail customers
Media
Employees
Spokespeople
Community
Consumers
Creator
Offices
Retail
environments
Fairs
Events
Buildings
Shows
One for one.
Two. Strong brands are based on simple distinctive ideas.
FACT: Our brains act as filters to protect us from too much information.
FACT: We’re hardwired to notice only what’s different.
The heart of euphoric fun.
The Ice Man Cometh:
PPR Dips Into Unilever
For New CEO of Gucci
AMSTERDAM — What do frozen fish and ice cream
have to do with $8,000 crocodile handbags? Robert
Polet is about to find out.
Pinault-Printemps-Redoute on Wednesday named
Polet to replace Domenico De Sole as president and
chief executive officer of Gucci Group, reaching, as
widely expected, into a universe far from the realm
of luxury goods. Currently president of Unilever’s
$7.8-billion ice cream and frozen food division, the
48-year-old Dutch national assumes the helm of
Gucci Group July 1, trading brands like Popsicle
and Ben and Jerry’s for Yves Saint Laurent and
Bottega Veneta.
Gucci Group in April 2004.
CEO and creative director depart.
Half of the top 40 executives left.
Five brands are loss-making.
YSL thought to be a lost cause.
Seductive.
Powerful.
Accomplished.
Gucci Group in April 2007.
Loss-making lines return to profit.
Margin up by 60%.
Stock price up by 50%.
Three. Strong brands drive organizational performance.
“The GE brand may be our least tangible, yet most valuable asset.”
Jack Welch
Former CEO, GE
Brand contribution by industry
Source: Millward Brown Optimor
Luxury
Goods
Spirits Consumer
electronics
White goods Telecom Financial
services
Retail petrol Utilities Bulk
chemicals
80–95%
5-35%
40-70%
30-50%
8-20%
5-10% 5-15%
15-50%
50-85%
Luxury brand valuations.
Four. Imagination is more important than resources.
1982. New York City. 6th Av. & 56th St.
Same same
1. A brand is
not a logo.
TOM’S
2. Strong brands are based
on simple distinctive ideas.
Gucci
3. Strong brands drive
organizational performance.
Top luxury brands
4. Imagination is more
important than resources.
Kenneth Cole
but different.
Five. Creators trump consumers.
Can you imagine Tom Ford
asking Alan about what
size his lapel should be?
Six. Emotion trumps function.
Are you really buying a sweater?
Seven. Stretch trumps category.
Revenue EUR millions
Percent .
722.4 32.4%
632.9 28.4%
302.0 13.6%
261.9 11.8%
244.4 11.0%
51.5 2.3%
Other 12.8 0.6%
Total 2,227.9 100%
Eight. Exclusion trumps inclusion.
Size 8
Size 16
“What I really didn't like was that certain fashion sizes were made bigger. What I created was fashion for slim, slender people. That was the original idea. Incomprehensible decisions made by the management have removed any desire I had to do something like that again.”
Karl Lagerfeld
Same same
1. A brand is
not a logo.
TOM’S
2. Strong brands are based
on simple distinctive ideas.
Gucci
3. Strong brands drive
organizational performance.
Top luxury brands
4. Imagination is more
important than resources.
Kenneth Cole
but different.
5. Creators trump
consumers.
Tom Ford
6. Emotion trumps
function.
Benetton
7. Stretch trumps
category.
Armani
8. Exclusion trumps
inclusion.
H&M x Karl Lagerfeld
Building the next generation of fashion brands is up to you.
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