Fashion series fast fashion

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FASHION – FAST FASHION - SLOW FASHION - UNFASHION

Fashioning The Future
(1-Fast Fashion)
Fashion current – present progression & future

To Fashion = To create that which captures the imagination, attention and
vanity of people & motivates them to dispense rationality and yearn for
it…either temporarily (for now - fashion) or forever (lasting fashion – luxe etc)

Fashion Fast Fashion Slow Fashion Purposive Fashion & Unfashion

Fashion Fast Fashion Slow Fashion Purposive Fashion & Unfashion
Focus of this deck

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What is Fast Fashion?

• Fast Fashion is Characterized by the frequency and speed of the brands’
production cycles!
• Fast fashion brands have the highest number of fashion cycles in the
industry.
• This means that fast fashion brands specialize in making designs from catwalk
instantly available in the common man’s life.
• Hence, fast fashion brands are extremely fashion forward and
representative of changing trends.
• Focus on trends rather than on creating timeless iconic designer pieces
• Fast Fashion brands also produce and sell fashion at a very affordable price so
as to make sure that consumers too, adapt and change their wardrobe ‘fast’
without feeling the pinch.
• Everything should be acceptable as impulse buys rather than planned
purchases.

Fast Fashion (Core Semiotics) = Fast & More

An amazing Fast Fashion Brand Created in the past decade in India…

After HMT is gone, Tata launched Titan for progressive Indian middle class. A lifestyle
brand. However, the westernized youth could not be lured by a middle-class, middle-
aged brand like Titan. Hence FastTrack.
A brand for the youth who aspired to a minimum of a Fossil, but could not afford it…

What the
consumer wants
(millennial)
What the brand
offers
(millennial)
The Millennial wants to flirt
with life. Wants to try
something – figure out what
they want or not want and
move on.
The brand offers a variety of
imagination-capturing
products at a fast pace,
which caters to the
impulsive nation of the
millennial and the DNA of a
fast fashion brand. Faster
product cycles.
Move - On

What else did FastTrack do….
Did design thinking and created
products-disruptions that captured the
imagination of the youth.
These didn’t sell in volumes,
but drove volumes to the
store.

Fast Fashion is about creating an illsuion. An illusion of “fast” & “more”. A fast fashion
brand might just create 2/3 new product-disrutptions per pre-season and bundle-
previous products into a new theme.
Fast Fashion is about the “constancy of illussion”

4/5 speed disruptive innovations
Re-packaging of 60% of existing
product range under new disruptive
innovations

By the way entertainment category & alcohol category operate on the same principle

Brand Communication Craft
“Move-On”
Fast Fashion DNA + Millennial DNA
Move-On
Category: Move-On from
product to product, be fast
about fashion
Socio-Cultural: Move-On
from judging the millennial
with your old world values

Move-On from:
Judging same sex love, a woman approaching a man for a
date, a woman sleeping with man being judged a slut.
Move-On: “From Prejudices”

A brilliant Fast Fashion brand built!
Only thing WH would love to do is premiumise this brand and induce back a lil bit of
nakhra in this brand by creating a design thinking approach iconic product innovation

Approach to creating a Fast Fashion Brand…

In focus:
Fashion cycles

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• The fashion cycle is the amount of time it takes a fashion
trend to emerge, peak and fall out of fashion.
• Types of fashion cycles:
- Traditional Fashion Cycle
- Designer Brands
- Fast Fashion Brands

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Traditional Fashion Cycle
2 major collections introduced
per year, along with two bridge
collections
Designer Brands
2 signature collections in a
year, apart from 2/4/6 muse
collections.
Fast Fashion Brands
Highest number of collection
cycles with 4 major
collections
& multiple bridge collections
as per fast changing trends.
(sometimes even fortnightly)
New
collection
New
collection
Bridge collection
Bridge collection
New
collection
New
collection
New
collection
New
collection
Fast moving
collections
New
collection
New
collection

Category Analysis
Let’s look at a few successful fast fashion brands in the market…

Product Voice
Product Analysis (Women’s A/W 2016)

Product Categories:

Runway Collection: Face of the Season’s Collection
• Edgy, Bold prints and colours
• Statement pieces that reflect this collection’s philosophy of ‘breaking stereotypes’
• High on funk and style
• Very young and stand-out ish
• Cannot be worn by everyone

Premium Collections (Not the face of the collection)
• Classic pieces that are easy to mix and match with multiple things
• Subtle colours – season specific
• Casual and street style
• Easily acceptable by most people

Other products in the collection (Not the face of the collection)
• Streetstyle casuals
• Multi-occasions
• Easy to mix & match
• Trendy yet more widely acceptable in terms of cuts and fits

Product Strategy:
• A statement collection that becomes the face of the brand that season. It
sets it product voice and reflects the brand personality. (2 main annual
collections by the brand H&M)
• A premium collection that has classic, understated and evergreen pieces
that need not qualify to the fast-fashion norms, either in price or in design
(not very trendy)
• The bulk of its collection is trendy, street, and stylish… yet something that’s
easy to mix and match and wear on an everyday basis. (The more
affordable range)
• They also have statement collections in collaboration with other well-
known designers few times in a year (which also agree with H&M’s product
voice).

Since the product voice primarily comes from the collection that is the face of that
season.
Hence, H&M’s Product Voice:
• Stylish and Funky Street-wear
• High on the fashion quotient
• Gutsy (in terms of colours, cuts and prints)
• Stand out and make a statement
• Emphasis on craft, design and innovation – Hence, original

Brand Voice
Communication Analysis

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Celebrity Endorsements and Collaborations
• Known for using celebrities to advertise and endorse their
products.
• The models used for these campaigns are selected
according to the personality of the collection.
• For example, using Kendall Jenner and Gigi Hadid for the
brand’s Balmain collection (FW 2015/16) is very apt as the
collection is very young, futuristic, punk, extravagant and
high-fashion, much like the ad itself.
• The ad solely focusses on the clothes and on fashion.
• The music, dance and expressions are all reflect
modernity, attitude, richness and power.
https://www.youtube.com/watch?v=L9o96N0
AowM
Balmain x H&M

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• The brand also collaborates with celebrities to introduce collections curated by them, e.g.
Modern Essentials selected by David Beckham
• The brand also tied up with Beyonce for the launch of her new song and video in 2013,
featuring H&Ms swinwear collection
https://www.youtube.com/wat
ch?v=oYjwXjwvAv0&index=10&
list=PLA2E182A856EF9C5F
H&M Modern Essentials
Selected by David Beckham
Spring 2016
https://www.youtube.com/watch?v
=aMok-RBgj1I
Beyoncé in H&M Summer Collection
2013

Designer Collection
• The brand introduces various designer
collections for which many celebrity
models and fashion icons are signed for
endorsements.
• The Designer collection print ads have
the price specified on it. (which is a
fraction of what the designer’s own
collection would cost)
• It’s a creative device used by the brand
to make the consumer feel like she’s
getting a deal she can’t refuse!
• Ads are made with the collection’s
inspiration in mind.
Isabel Marat for H&M

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Festive Communication
• H&M introduces a lot of festive and holiday specific collections.
• The Chinese New Year communication was a simple short video with
Chinese celeb couple wishing everyone Gong Xi Fa Kai.
• Focus is on the clothes, the styling and the attitude with a little more fun
and happiness weaved into the shots.
https://www.youtube.com/watch?v=X
HXbR-hdq5I
H&M’s Chinese New Year 2015
collection starring celebrity couple
Zhou Xun and Archie Kao

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Supporting Causes
• The brand supports certain causes and they introduce collections
supporting these causes.
• There is special communication in the form of print, TVC and
digital communication for each of these collections.
• The TVC here, doesn’t just promote recycled clothing, it also
reflects H&M’s brand values of ‘freedom of self expression’.
https://www.youtube.com/watch?v=s4xnyr2
mCuI
H&M Close the Loop – Sustainable fashion
through recycled clothes
H&M Conscious Collection 2016, Julia Restoin Roitfeld in H&M's 2016
Conscious Denim collection Fall/
Winter 2015!

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Gradual shift?
• Up until now, except in case of their ‘case related’ advertising,
the brand has, for it’s signature collections, always created
communication that is all about love, romance, fun, fashion and
clothes.
• With its latest TVC for its A/W 2016 collection H&M has taken a
larger stance… about liberation and debunking stereotypes and
redefining what being ‘LadyLike’ stands for.
• It still stands in line with the brands values of freedom of self
expression… taking it one step higher to freedom to be who you
are!
• It’s a strong stance on women’s emanicipation and fashion has
been woven into the story instead of being the other way round
(as with all of it’s previous communication.)
https://www.youtube.com/watch?v=
8-RY6fWVrQ0
H&M Autumn Collection 2016
https://www.youtube.com/watch?v=xJSb
cjgOME4
H&M Autumn 2015: Fall in Love
Autumn 2015 v/s Autumn 2016

Styling:
• Styling is very ‘high fashion’.
• Complete with accessories and make-up depending on what the theme
and the collection demands
• However, never ever looks tacky… in fact looks extremely aspirational and
desirable.

Other Observations:
• Very high production quality
• Body language of all models / actors is very active in order to convey
energy and freedom

In Sum:
• H&M makes use of celebrities and celebrity models in most of its major
campaigns.
• The brand through its advertising communicates a bold, edgy,
fashionable, celebrity life.
• There is emphasis on a larger cause (in communication and in product –
one collection every season) but even that is communicated in a stylish
and edgy way rather than in a ‘do good’ way.
• While the previous TVCs of H&M have always been about style and funk
and showcasing their clothes, the latest TVC, which is all about breaking
the stereotypes of ‘being ladylike’ is bold, edgy and makes a strong
statement... With less emphasis on clothes.
• This probably is indicative of the fact that having established itself
as a fashion leader, the brand is now looking to take a larger stance.

Brand Personality:
Bold, Edgy, Confident and Free!

• Trendy, Street style
• Lot of knits and georgettes (thinner fabric more affordable products)
• Fun & Flirty - Not Sensuous nor Slutty
• Girly Not Womanly

• Segment specific – more for those who are 21 and below (in age or in mindset)
• Semi-statement pieces, not everything can be worn for every occasion
• In spite of it being a A/W collection we see brighter colours!

Product Strategy:
• Most of their pieces fall under an affordable range and every piece is aimed
at bringing a little bit of the runway into everyday wear.
• Hence, they do not have a line of ‘basics’ and even their ‘basics’ are
extremely trendy and statements in themselves.
• Unlike H&M, they do not have a signature collection. They have a bouquet
of many mini-collections with products in all categories under each mini-
collection.

Hence, Forever 21’s Product Voice:
• Trendy, fashionable Street-wear
• Flirty and fun
• Stand out and Demand attention
• Fashionable for the sake of being fashionable… not enough emphasis on
design or craft
• A fun-loving teenage girl, not yet a woman
• Up-to-date with trends and what new & now!

• The brand colour itself is a bright yellow, which conveys youth
and happiness (sunshine)
• The golden yellow of Forever 21, with the bold black font, by
itself is somewhat ‘in your face’… and that’s what reflects in the
entire brand’s personality.
• Not everyone can carry a yellow colour outfit… it takes a certain
amount of confidence and desire to stand out or attract that extra
attention.
Brand Colours

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Styling tips
• The brand gives a lot of style tips and ‘must have’ lists, which makes the brand very relatable
and interactive… almost like a blog.
• It also establishes the brand as a leader and an educator in the minds of the audience
• In spite of not having an editorial collections or a specific signature collection, they still convey
innovation and ‘trend-setting’ with their innovative styling tips.
• Also, a lot of blogger and influencer activities to keep the buzz about their brand, always going.

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Sale Communication
• While most fast fashion brands have sales and discounts regularly, and Forever 21 advertises it
very actively, with SALE and DISCOUNT meantioned very prominantly. (In fact most of their
print ads are about sale.)
• The communication is also very bright and glossy, with an addition of many pop colours.

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Designer Collaborations
• The brand collaborates with many designers for different collections.
• Has also partnered with artists for various collections to add hues of creativity and innovation
• E.g. Collaboration with Ron Bass, Brian Lichtenberg, etc. for their collections.
• Style based collection in collaboration with Christian Serratos for ‘Divine Rights of Denim’.
Collaboration with Ron Bass for their artistic collection
Brian Lichtenberg for Forever 21
Collection
Christian Serratos for ‘Divine Rights of Denim’

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Supporting Causes seems to be a norm…
• The brand had launched ‘Holiday 2015’ campaign where every cloth purchased from Forever
21, a piece of clothing is given out for free to the needy.
• Forever 21 collaborated with Celebrity model brothers Armando and Fernando Cabral, along
with their family and newlywed model Dae Na and his wife Bo Ra Nam for this campaign
• They don’t do as many celebrity tie ups as H&M does but they do use endorsement
occassionally, like in the cause related ads.
Model brothers Armando and Fernando Cabral,
along with their family for Holiday 2015
Model newlywed Dae Na and his wife Bo Ra
Nam
https://www.youtube.com/watch?v=RGqhlF0nd
HU
Holiday 2015: Forever Family

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Celebrity collaborations
• The brand has seasonal communication that introduces new collections.
• While they don’t hire hollywood celebs as brand endorsers, they do work with celeb models for
many of their campaigns and their yearly collection photoshoot.
• Focus however is on the clothes and the styling
• Situations, music etc. are always very young and relatable with the 18-21yr olds.
https://www.youtube.com/watch?v=7-
cZsH8qPr0
TVC with Iggy Azzalea & Nick Young
Models Cayley King, Courtney Eaton and Marloes Horst

Styling:
Styling in communication and on the website is very street… and loud… complete with a
lot of accessories, head gear and colours but tastefully done.
All models wear make-up, but the make up is subtle and does not over power the
clothes.
Clothes are styled in a flirty, funky manner… which ‘demands attention’ but is ‘NOT
cheap’.

• Again, animal prints and fish-net stockings are supposed to be racy and sensuous, but
the styling and the casual attitude makes sure that it does not look cheap.

In Sum:
• A lot of bright pop colours used in product and in communication that gives
it a young, peppy and fun imagery
• The body language and styling gives the brand a flirty and ‘I’m happy getting
all the attention’ kinda attitude.
• Styling tips, celebrity picks and blogger collaborations make sure it reaches
the younger audience and they find it relatable.
• Lot of sale communication with focus on the discount
• Celebrity collaborations primarily for the ‘cause related communication’.
• Occasional designer and artist collaborations to add an aura of being
innovative trendsetters.

Brand Personality:
Fun, Flirty, young at heart, in-your-face and
unabashedly in love with fashion.

• Season Specific New Collections under each major collection
Product Categories:

• Signature Collections:
• Elegant and classy
• Darker shades
• Innovation in cuts, patterns and silhouettes - trendsetting
• Very wearable by anyone
• Conservative but NOT Boring

• Bulk of the collection is actually quite bright, fun and fashionable
• Trendy prints and cuts
• Good quality fabric ensures that the knits and leathers have an elegance in-spite
of being funky

Get Instigated…Get Instigated… • Can be worn at multiple occasions, but most people
• Innovation and dashes of unique styling elements in every single product

TRF: Youth Collection
• Metallics and bling – yes… but dull / matt metallics what do not scream
• Young but elegant. Not Pop or candy floss

Product Strategy:
• Signature Editorial Collections under each of their major lines – Zara Woman, Zara
Man and TRF. (e.g. this season: Oversize Me, Bling Bling, Join Life)
• These are used as the showcase pieces – in communication, media, at fashion
shows and Window displays.
• Premium ranges that have classic, understated and evergreen pieces that are still
very stylish and for keeps. (Especially the formal wear and Outerwear – coats,
sweaters and jackets)
• The bulk of its collection is trendy, elegant and stylish…(with elements that
communicate the fun and free Spanish culture)… yet something that’s easy to mix
and match and wear on multiple occasions… from everyday wear to party-wear.
• They also have statement collections in collaboration with well-known designers few
times in a year (There designers are usually very high on innovation and avant-garde
which is in line with zara’s product philosophy of innovation and style… e.g. John
Galliano).

Since the product voice primarily comes from the collection that is the face of that
season.
Hence, Zara’s Product Voice:
• Sophisticated and elegant yet Fashionable and stylish
• Style innovation and design at the core
• An underlying Spanish ‘freedom’ and ‘laidback’ in its attitude
• Elegance and style for everyone and every occassion

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Minimalism and Sophistication
• No matter what the type of collection is or the kind of campaign, the tone and manner of communication is
very subtle with an over all B/W or a dull haze (tan / browns)… which communicates simplicity and
minimalism.
• Black is a colour that is symbollic, in fashion, with luxury, elegance, formality and intensity.
• The TVC doesn’t have lound happy music… in fact there’s no music at all. It’s a just simple conversation.
• Understated and intense… and not loud in their way of communicating including the content, tone and body
language of the models.
This image cannot currently be
displayed.
https://www.youtube.com/watch?v=LRnHuW_Zxe
s
Zara Man Campaign | Autumn Winter 2016
https://www.youtube.com/watch?v=0Rmz9_jagKo
Zara Woman Campaign | Spring Summer 2016

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• With minimal styling and almost bare make-up, focus is always on the clothes.
• All communication is about celebrating the individual… their individuality and unique
personality
Celebrating Individuality

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Sale Communication
• Unlike Forever 21, one can sense stature and elegance even in Zara’s sale communication.
• The brand does not come across as pushy. They almost expect people to come to them at the
word ‘sale’ without having to talk about the actual discount.
• Only 2 sales in a year. Zara’s sale period does not coincide with the mass sale season.
• The colours, the body language and the expressions are that of understated confidence and
stature.
• Layouts are minimal and simple.

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Designer Collection
• Collaborations with well known designers for high street fashion, for example John Calliano and Isabel
Marant.

v/s
H&M’s collection by the same designer brings togetehr bring and comfort – ‘Freedom’
Zara’s has the Spanish boho motifs and prints… has elegance, innovation and style.
Isabel Marant has collaborated with both H&M and zara
The designs in each case reflect the brand’s personality.

Styling:
• Styling in communication and on the
website is very minimal.
• Focus is only on clothes… accessories and
other frills are not added because they
would distract from the clothes.
• Make up and styling is very minimal and
(almost, bare)… so that clothes at all times
remain the highlight.
• Showcases confidence (being comfortable
in your own skin without make up)
• This also gives Zara the image of being a
very understated, elegant and minimalistic
and real, in spite of having clothing lines
that are quite grand, stylish, vibrant and
bright.

In Sum:
• The visuals, music and styling are all very minimal, sophisticated and elegant
• The tone and manner communicates status, class and luxury
• Not too much text, the entire communication is about clothes and the
individual’s expression.
• Designer collaborations are with designers who are industry leaders and
who themselves have a very strong personality and personal style.
• Most communication shows models as independent, confident individuals
rather than in groups, with friends or as part of a story.

Brand Personality:
Understated, elegant, creative, individual.

Collections segregated by trends Editorial Collection – Face of the brand
Product Categories:

Get Instigated…Get Instigated… Editorial Collection:
• Rough, Androgynous, Outlaw
• Young, high-school grunge
• Carefree Comfort

Get Instigated…Get Instigated… Editorial Collection:
• Even while there are elements of femininity (flowers, soft colours, bling) it’s still
very androgynous in it’s cut, fit and presentation.

Get Instigated…Get Instigated… • Fabrics Dark or subtle colours
• Fabrics do have a sheen and bling to them but are compensated for by the
conservative cuts and relaxed fits.

• Wearable for most occasions in a young adult’s life (Everyday wear, high school /
college, hangouts as well as casual parties)

Product Strategy:
• A much smaller product range compared to H&M, Zara or Forever21
• The Editorial collection extends into the other sub-collections and products.
• They do have sub-collections based on popular trends e.g. camouflage, velvets, etc.
but there are relatively fewer products in each collection
• The primary focus is on men’s wear… women’s wear is a smaller segment vis a vis
most other fast fashion brands.

Since the product voice primarily comes from the Editorial collection…
Hence, Pull & Bear’s Product Voice:
• Rough, Androgynous, Outlaw-ish Street fashion
• Young, high-school grunge
• Carefree Comfort and laidback yet very creative and stylish
• Stylish without subscribing to the popular notions of ‘fashion’.

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It’s a boys’ thing…
• This brand is all about androgyne.
• In most cases even female models are seen dressed up in a very androgynous manner.
• The body language showcases a carefree and casual attitude.

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Attitude & Belief in self
• The attitude, body language and tone is strong… that of determination but not rebellious
• comfort yet fashionable
• The brand stands for the belief in one self… the dreams, aspirations and the confidence to achieve them.
• In spite of the attitude and the body language, the choice of models and their young age gives the brand a
very young, teenage vibe .
• The black & white and the soft tan hues give it a retro, old world charm.
https://www.youtube.com/watch?v=mwVaLyV4Ry
w
Pull&Bear - Downtown, Spring.16
https://www.youtube.com/watch?v=9
zWtSM5fZDA
BROOKLYN BECKHAM AT THE
#PULLANDBEARHOUSE
http://www.pullandbear.com/al/en/woman/editorial/star
dust-aw.16-%7C-woman-%26-man-c1010148001.html#
Stardust AW 2016

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Collaborations
• The brand collaborates with a lot of celebrity teenage models for many of its campaigns and collection photoshoots.
E.g. Brooklyn Beckhem
• There are many designers with whom the brand has collaborated for many signature collections.
• They have ‘look books’ where many of them are compiled with celebrity style tips and guides.

Styling:
• Androgynous, casual and carefree.
• Loose layering, Kitsch
• Free flowing hair, no make up… very natural
• Very minimal or no accessories... Focus only on clothes and the attitude

In Sum:
• The styling, the body language and the expressions are very strong and
show determination, but not rebellion.
• The situations portrayed are mostly in groups of friends who play a very
important part in a young adult’s life.
• The age of both male and female models and even the celebs used is very
young – mostly below 20yrs, which gives the brand an image of being very
young.
• The black & white and the soft tan hues give it a retro, old world charm.
• Even the female models’ outfits, their styling and body language is very
androgynous and tom-boyish.
• Body language and styling is extremely casual and laid back.

Brand Personality:
Androgynous, Young, Stylish and Laidback

Get Instigated…Get Instigated… • No specific editorial collection… every collection is given equal importance
• Fashionable and stylish street fashion
• Trendy and youthful

• Even though there is use of sheers and nets, it’s more casual and grunge rather
than being racy or sensuous.

Get Instigated…Get Instigated… • More focus on the attitude and on following the latest trends, less on setting
new trends and design innovation
• Something for every occasion

Get Instigated…Get Instigated… • Velvets are used because they are the big trend of this season.
• However, they are used plain, without too much additional bling or
embellishment.
• Hence elegant and classy, but trend conscious

Product Strategy:
• A much smaller product range compared to H&M, Zara or Forever21
• There’s no specific editorial collection… All sub-collections are highlighted in bits and
parts in communication.
• Sub-collections based on popular trends e.g. floral prints, velvets, oversize, etc. but
there are relatively fewer products in each collection.

Since the product voice primarily comes from the Editorial collection…
Hence, Bershka’s Product Voice:
• Elegant street style
• Youthful
• Fashion Forward
• A mix of bold and relaxed cuts and fits
• Bling yes, but subtle bling – not loud

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It’s a girl thing…
• Bershka is the feminine version of Pull & Bear… it’s stylish, trendy, casual FEMININE clothing.
• Even men’s fashion is a little more metrosexual and afemminate.

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Be Yourself…
• The commercials are more like look books, showcasing the season’s collections.
• The song in the back ground of the SS 2016 ad ‘I wanna be bad sometimes’ and the expressions and body language
convey that the brand wants to stand for being able to be and do what you really want and not what the world wants
you to do.
• The website also opens on the message “Be yourself”
• While the products are very trendy and fashionable , the brand does not want to be thought of as a ‘girly girl’ or
‘miss goody two shoes.’
https://www.youtube.com/watch?v=QyECJi2x
EV8
Be Yourself Collection AW 16-17
https://www.youtube.com/watch?v=xxrNrOwq
G1I
Bershka SS16 Campaign
https://www.youtube.com/watch?v=7eiuJJrn5xA
Bershka Back to School FW16-17 collection

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Cause: Young designer’s project
• The brandsis doing its bit towards encouraging many design aspirants. – not just fashion design but design in general.
• They are creating a platform where young designers can showcase their art installations at Bershka’s flagship stores.
https://www.youtube.com/watch?v=JV1owm3_bD4
Bershka Young Designers Project - Daily Gems

Styling:
• Bare make up, carefree, messy hair
• Focus is entirely on the clothes
• Even if there are accessories, they are very minimal and tastefully selected
• Accessories and styling do not take focus away from the clothes
• The bare make up, carefree look brings alive the ‘be yourself’ proposition.

In Sum:
• “Be Yourself” is the proposition that the brand stands for.
• The carefree styling, the song in the background (“I wanna be bad
sometimes”) and the body language all communicate the brand proposition.
• The styling, in spite of being care free and casual is still very stylish and
fashionable.
• Men’s collection is quite effeminate / metrosexual.
• The look and feel, the soft tan hues, etc. is almost like pull & bear, but with
more focus on women and products for women than men.
• The minimal styling and the colour tones give the brand look elegant, classy.

Brand Personality:
Stylish, trendy, young woman who is
feminine but has a spunk and the confidence
to be herself no matter what!

Key Takeouts:
Top 6 things we can learn from them:
• One Signature Editorial collection in every cycle, which acts as the face of the brand. Everything
else can be sold but need not be communicated (H&M)
• Styling needs to be minimal and classy. Too many accessories and too much make up take away
from the clothes and can make the brand look tacky. (Zara / Bershka / Pull & Bear)
• Occasional collaborations with designers can give us an edge over competition and make us be
considered as a trend-setter rather than just ‘trendy’. (H&M / Zara)
• The website should have a theme based on the major collections of that season… It should be
representative of what the brand stands for and what that season is inspired by. (Currently, our
site looks more like a marketplace than a branded store.) (Pull & Bear / Bershka)
• Style tips and celeb picks can be done provided they are integrated into the brand’s personality.
(Forever 21)
• The styling, colours, tone & manner, music, choice of models and models’ body language needs
to communicate the brand’s proposition without even having to explicitly state it. (all of the
above brands)

• Lot of different colours, prints and styles
• Conservative and wearable

Get Instigated…
• No specific collection theme emerging

• No specific collection theme emerging
• Casual street wear

• No collection theme emerging

• Looks interesting but no content inside

Since the product voice primarily comes from the Editorial collection… and in this
case, there is no editorial collection that’s highlighted…
Hence, People’s Product Voice:
• Unclear and confused
• Indian Street fashion, but does not cater to a singular TG or a singular
mindset
• Everything for Everybody
• Low cost fashion
• Looks like a fashion follower rather than a trend setter

Brand Voice
Communication Analysis
Note: Could not find any ads or communication of People

Note: These are not ads. They are Instagram posts from over a year ago.

Indian Brands Ape – Western Fast Fashion brands too much. Follow the New York /
Paris/ Amsterdam fashion weak too much. We lack the balls to create our own and not
follow and set an example and lead…
If only we can be “India-Inspired” & lead rather than follow – we will succeed in creatig
fast fashin brand i India as well.

Hooowwwl…sicba! Spaciba!

Fashion series fast fashion

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