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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