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).

1. Same same but different.
Eight things we’ve learned about fashion branding.
2011.11.28.

2. Hello.

3. Let’s start with
a list about
fashion brands.

4. Same same but different.

5. Same same but different.
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.

6. Same same but different.
1. A brand is 5. Creators trump
not a logo. consumers.
2. Strong brands are based 6. Emotion trumps
on simple distinctive ideas. function.
3. Strong brands drive 7. Stretch trumps
organizational performance. category.
4. Imagination is more 8. Exclusion trumps
important than resources. inclusion.

7. One.
A brand is
not a logo.

9. A brand is the
collection of
perceptions
your audience
has about you.

10. “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

11. Where most companies focus.
Advertising
Word of mouth
Publications
and literature
Websites
Comms.
Sponsorships
Social media
Your Brand

12. What really builds the brand.
Advertising Collections
Word of mouth Collaborations
Publications Special editions
and literature Packaging
Websites Licensing
Comms. Products Accessories
Sponsorships
Social media
Your Brand
Retail Creator
environments
Spokespeople
Offices Places People Consumers
Buildings
Retail customers
Shows
Employees
Fairs
Community
Events
Media

14. One for one.

15. Two.
Strong brands are
based on simple
distinctive ideas.

16. FACT:
Our brains act
as filters to protect
us from too much
information.

18. FACT:
We’re hardwired
to notice only
what’s different.

22. The heart of euphoric fun.

24. 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.

25. 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.

27. Seductive.
Powerful.
Accomplished.

28. Gucci Group in April 2007.
Loss-making lines return to profit.
Margin up by 60%.
Stock price up by 50%.

29. Three.
Strong brands drive
organizational
performance.

30. “The GE brand may be
our least tangible, yet
most valuable asset.”
Jack Welch
Former CEO, GE

31. Brand contribution by industry
80–95%
50-85%
40-70%
30-50% 15-50%
5-35%
8-20%
5-15%
5-10%
Luxury Spirits Consumer White goods Telecom Financial Retail petrol Utilities Bulk
Goods electronics services chemicals
Source: Millward Brown Optimor

32. Luxury brand valuations.

33. Four.
Imagination is
more important
than resources.

35. 1982.
New York City.
6 th Av. & 56th St.

37. Same same but different.
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

38. Five.
Creators trump
consumers.

40. Can you imagine Tom Ford
asking Alan about what
size his lapel should be?

41. Six.
Emotion trumps
function.

44. Are you really
buying a sweater?

51. Seven.
Stretch trumps
category.

55. Revenue Percent
EUR millions .
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%

56. Eight.
Exclusion trumps
inclusion.

59. Size 8

60. Size 16

61. “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

62. Same same but different.
1. A brand is 5. Creators trump
not a logo. consumers.
TOM’S Tom Ford
2. Strong brands are based 6. Emotion trumps
on simple distinctive ideas. function.
Gucci Benetton
3. Strong brands drive 7. Stretch trumps
organizational performance. category.
Top luxury brands Armani
4. Imagination is more 8. Exclusion trumps
important than resources. inclusion.
Kenneth Cole H&M x Karl Lagerfeld

63. Building the
next generation
of fashion brands
is up to you.

64. We’re hiring in
Singapore, Hong
Kong and Beijing.
zoran@shiftpartners.com
facebook.com/shiftpartners