One of the challenges for a fashion label is to differentiate itself in an ocean of competition. The concept (that we’ll present soon), the style and the values, such as elegance and quality, are far from being enough to join the shores of success. What’s the point in building a lighthouse if no one can see it ? As Rousseau said, “Human beings are social animals” and communication is the key. For a fashion label, the leading light is called “branding”. This concept of Marketing is based on two elements : visual identity, as we talked about here, and the brand image.
What’s the difference between identity and image ? The identity includes all the visual codes, set according to the positioning and the brand values, whereas the image is the way the brand is perceived. The perception of a brand depends on each one’s personality and background so, to avoid any difficulties in comprehension, it its necessary to identify the public to reach, a.k.a the “target”, and the positioning, how we should be placed compared to our competitors.
Once we have determined our target, formalized our values and our positioning all set, we can define the guideline to creating the dresses, but also the brand universe, its identity. In the fashion industry, there are an infinity of details to be imagined : woven labels, swing tags, size labels, goodies, packaging… Nothing is left to chance and all of them are the result of a passionate reflexion between ambitions and constraints. Once side by side, the whole must be harmonious and perfectly identifiable.
To obtain a perfect coherence is no easy task. Many elements are made by different suppliers and it involves complications : this gold lacks luster, those labels are not minimalist enough… We need to juggle between printing processes (we’ll tell you more in a next article), the materials used and the final result. Between artistic, technical and linguistic competences, the duo “Project manager/Art Direction” must be the guardian of the brand image.
While we are finalizing our quest for the perfect box in which you’ll receive your dress, here is a small preview of Duplicata’s universe. We can’t wait to have your impressions !