how fashion visually communicate?
2
Each brand uses its own way of communicating visually which characterizes it and differentiates it from competitors and this of course also concerns fashion brands. The essence, purpose, proposal and ideals of a brand are all part of what is defined by the term brand identity and the visual communication is one of the main tools used by brands in order to express their identity to the public. In response, the consumer identifies himself in what the brand represents through communication and can decide to be associated with a certain brand by purchasing one brand or another. Considering clothing not only from a practical prospective, which is to cover nudity and protect ourselves from the nature’s elements, the clothes are loaded with meaning, as they are a tool used to represent the wearer's personality. But how fashion brands visually communicate in order to represent their ethos?
Minimal
The minimal or minimalistic style feature symmetric balance, horizontal movement and presents independent objects that promote restful, peaceful, and quiet moods. These fashion brands, find their inspiration in design and architecture, especially that of northern European origin, and present dresses from the geometric construction that in the images are often combined with pieces of modern design. For example, luxury brands, such as Jil Sander, Helmut Lang and Donna Karan, emphasize a minimal style.
Jil Sander
Donna Karan
Dolce & Gabbana
Helmut Lang
how fashion visually communicate?
2
Each brand uses its own way of communicating visually which characterizes it and differentiates it from competitors and this of course also concerns fashion brands. The essence, purpose, proposal and ideals of a brand are all part of what is defined by the term brand identity and the visual communication is one of the main tools used by brands in order to express their identity to the public. In response, the consumer identifies himself in what the brand represents through communication and can decide to be associated with a certain brand by purchasing one brand or another. Considering clothing not only from a practical prospective, which is to cover nudity and protect ourselves from the nature’s elements, the clothes are loaded with meaning, as they are a tool used to represent the wearer's personality. But how fashion brands visually communicate in order to represent their ethos?
Minimal
The minimal or minimalistic style feature symmetric balance, horizontal movement and presents independent objects that promote restful, peaceful, and quiet moods. These fashion brands, find their inspiration in design and architecture, especially that of northern European origin, and present dresses from the geometric construction that in the images are often combined with pieces of modern design. For example, luxury brands, such as Jil Sander, Helmut Lang and Donna Karan, emphasize a minimal style.
Jil Sander
Donna Karan
Dolce & Gabbana
Helmut Lang
how fashion visually communicate?
2
Gianluca Saleri
04
'It is urgent to run for culture'
It is urgent to run for culture is a multi-channel communication strategy developed for Wales Bonner. The project suggests 3 different approaches that are supposed to help the brand expand its target audience, focusing more on young women. This strategic plan was formulated following research that highlighted that Wales Bonner is a brand with a majority of male clientele.
click on the name above to view the full project
1
The first element of the strategy is the publication of a magazine titled ‘it is time to run for culture’ that will be available in digital and paper version on sale on the Wales Bonner website.
2
The second element proposed is the broadcast, on the Instagram profiles of Wales Bonner and of the artists who collaborated to the publication of the magazine, of a live streaming and Q&A during which the artists and Grace Bonner herself present the content and creative processes present in the magazine and answer the questions of the audience.
3
The third element suggested is the organisation of an event for the presentation of the women’s spring/summer 2021 collection at the Saatchi gallery in London, during which will wear the garments ordinary black women, not models.
Following the analysis of the different elements proposed within the multi-channel strategy for Wales Bonner, it is possible to observe how the suggested strategy is formed by Three distinct but connected points: the publication of a magazine, the sharing of live streaming on Instagram and the organization of an event for the presentation of the woman’s collection and the magazine; these trhee elements are in fact connected by a topic very dear to the designer, that is the exaltation of her African origins and a particular attention to gender equality.
In addition, these three different proposals are innovative for the brand, but still in line with its brand identity, thus allowing to not distort Wales Bonner.
Such a strategy would therefore allow the brand to retain its customers, but at the same time would allow it to expand its target market including even more female customers.
In conclusion, it can be said that the strategy presented for Wales Bonner proposes innovative elements and aims at expanding the brand’s target, while remaining anchored to its origins and its representative values.