Brand Identity & Research Ethics
3 Potential Brands (Notes)
- Luxury / Glamour : Gucci, Louis Vuitton, Dior
- Cool / Rebellion: Dr.Marten's, Diesel, Vans
- Retro / Nostalgia: Fred Perry, Urban Outfitters, Fila
- Heritage / Craftsmanship: Paul Smith, Ted Baker, Levi's
- Diversity / Inclusivity: Fenty, PLT, Adidas
- Technology / Innovation: Issey Miyake, The North Face, Nike
- Fashion Forward / Affordability: River Island, New Look, Misguided
3 Chosen:
- Retro/Nostalgia: Urban Outfitters
- Luxury/Glamour: PRADA
- Technology/innovation: Issey Miyake
Retro/Nostalgia: URBAN OUTFITTERS
Urban Outfitters began as a unique shopping experience and community centre for creative, college-age consumers in a tiny building across the street from the University of Pennsylvania in 1970. The original UO had evolved into a modest department store with an enlarged product range and extra components, providing a larger community experience replete with restaurants, music, and places to hang out, in only a few short years.
Urban Outfitters now has over 200 locations which provide fun shopping experiences by combining a selected mix of women's, men's, accessories, and home items with a focus on creativity and cultural awareness. OU also focuses on sustainability joining the Jeans Redesign Project and gradually moving towards the use of alternative fibres. They hope that by 2030 the OU own brand apparel will be made from 100% alternative fibres and produced 100% low impact processing and finishing.
A big leap for sure....
- Company website: Yes
- Social Media: Yes
- Magazine: No, but online blog.
- Adverts: Yes
- Industry reports: Yes
- Media Articles: Yes
- Opportunity for primary images: yes/maybe/No
Luxury/Glamour: PRADA
“What you wear is how you present yourself to the world, especially today when human contacts go so fast. Fashion is instant language.” – Miuccia Prada.
Mario Prada started Prada S.p.A., an Italian luxury fashion business, in 1913. Leather purses, travel items, shoes, ready-to-wear, fragrances, and other fashion accessories are its trademarks.
As any high-fashion brand, unfortunately Prada is very unsustainable. However, in 2019 they made an effort to promote sustainability and has signed a €50 million (£43 million) contract with Crédit Agricole Group, a financial services business.
In addition, they have a The Prada Re-Nylon project is the result of a collaboration between Prada and Aquafil, an Italian textile yarn manufacturer with over 50 years of experience in synthetic fibre development. Aquafil has spent substantially in ground-breaking research and development of sustainable materials, creating new from old, over a period of years.
ECONYL® is a regenerated nylon yarn that may be recycled indefinitely without compromising the material's quality. ECONYL® yarn is created from recycled plastic that has been gathered from landfills and oceans all around the world.
Technology/innovation: Issey Miyake
Issey Miyake (born April 22, 1938) is a fashion designer from Japan. His technology-driven apparel designs, exhibits, and perfumes, such as L'eau d'Issey, which has made him a household name.
Issey Miyake is actively developing ecologically friendly materials that are recycled and rebuilt into new items at a brand-owned facility. According to some accounts, Miyake creates his own textiles from recycled PET bottles.
UO SUSTAIN. Urban Outfitters. (2021). Retrieved 3 October 2021, from https://www.urbanoutfitters.com/en-gb/uo-sustain.
LUXURY, D. (2021). The History of Prada: The Story Behind the Name | Fashion.Luxury. Fashion.Luxury. Retrieved 3 October 2021, from https://fashion.luxury/brands/history-of-prada/.
Barr, S. (2019). Prada becomes first luxury brand to sign sustainability deal. The Independent. Retrieved 3 October 2021, from https://www.independent.co.uk/life-style/fashion/prada-sustainability-eco-friendly-deal-fashion-luxury-agricole-group-a9187226.html.
Prada Re-Nylon. PradaGroup. (2021). Retrieved 3 October 2021, from https://www.pradagroup.com/en/sustainability/environment-csr/prada-re-nylon.html.
Issey Miyake - Sustainable Brand I Fashion Show & Look Book. Sustainable Fashion - Eco Design - Healthy Lifestyle - Luxiders Magazine. (2021). Retrieved 3 October 2021, from https://luxiders.com/sustainable-brands-issey-miyake/.
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