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Trends infashionbranding

Fashion LabAuckland, New ZealandOctober 23, 2003

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Why isdifferentiationnot practised?

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BeyondBranding

Published thismonth by KoganPage Ltd. inLondon. Visitwww.beyond-branding.com

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AmericanPsychiatricAssociation’sDSM IV: thenarcissist’sattributes

(a) a grandiose sense of self-importance;

(b) fantasies of unlimitedsuccess, power andbrilliance;

(c) a belief that one is superior,special and unique;

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AmericanPsychiatricAssociation’sDSM IV: thenarcissist’sattributes

(d) a constant seeking forattention and admiration;

(e) a preoccupation with howwell I am doing and howfavourably I am regarded byothers.

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Alan Mitchellon brandnarcissism

A personality disorder?Or a brand manager’s jobdescription?

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Brandmisbehavioursare reported

www.chasebanksucks.comwww.badpension.comCorpWatch.orgCorporate Babble

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Trend no. 1 The commercial context hasbeen abolished: consumers areequally brand stewards in theearly 21st century.

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Levels of trust

Source: Yesawich, Pepperdine andBrown/Yankelovich Partners NationalTravel Monitor

1987

My ownabilities

2001

80% 85%

TV news 54% 26%

Corporateadvertising

20% 3%

Used carsalesmen

15% 2%

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Trend no. 2 The brand of the 21st centuryhas to act, not just say.

It’s time for the activist brand.

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Indashio:Brad Batory—proceeds tocharity

Photographs courtesy Brad Batory;Innovators on Sixth

Rosita Hurtado:helping relievepoverty for 96million LatinAmericanchildren

Photographed byRichard Spiegel for Lucire

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Carlos Miele:helping theshanty town ofRocinha

Photographed byRichard Spiegel for Lucire

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THEM and us TransparencyHonestyEthicsMorality

Without them,the brand cannot survive

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Trend no. 3 The brand is becoming thecatalyst for realizing the visionsand dreams of those who eitherwork for it, or are associatedwith it as customers.

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Lucire: theUnited NationsEnvironmentProgramme’sfirst FashionIndustryPartner

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Trend no. 4 Brands must now beparticipative.

Origins ofthe trend:Mild Redspring–summer2003–4

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Origins ofthe trend:Hippies’ LittleHip Dress, byVanessaPalmer

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Consider thepossibilities

Image courtesyBodyFX Wellington Ltd.www.bodyfxnz.com

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Trend no. 5 Brands live amongst a growingawareness of the global societyand how we can make it better.

(Or, consumers are becomingmore aware of the shamblesthat the current system is in.)

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Narrowing thegap: JY&AConsulting andBrand NewJustice

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Narrowing thegap

Anholt: ‘aidvertising’

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Let’s changethe worldtogether.

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Let’s changethe worldtogether.

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