Most brands follow the same trends but eventually they look different as they interpret trends through their own vision and style.

Stylistic identity is made up of some aesthetic elements including:

  • brand logo
  • colors
  • fabrics
  • patterns
  • details
  • lines and shape of a piece that makes a brand unique

Lets see some examples.

  1. Bottega Veneta intecciato woven leather and the knot

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2. Missoni’s zigzag pattern on colorful knitwear

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3. Celine contemporary minimalism with couture-like finishing

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Not only ready-to-wear designer but also medium and premium brands have their unique style:

  • The Gap, american classic with a twist
  • Zara, collection very refined for trend followers

Role of Heritage and Country of origin

The country of origin is a strong source of inspiration for fashion brands:

  • the Sicilian baroque for Dolce&Gabbana

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  • the Milanese fog for the “greige” shades of Giorgio Armani

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  • the bold style recalling the italian Calabria region for Versace, v-shaped style, logo

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  • the American East Coast style and native Americans for Ralph Lauren

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  • Canada for Dsquared2

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Country of origin in Luxury is also associated to made-in and a special know how, as in the case of brands such as Tods, Bottega Veneta, Salvatore Ferragamo.


Icon Products

There are usually historical products embodying the brand heritage and which became timeless best sellers present in every collection:

  • the Chanel 2.55 Purse
  • the Kelly bag of Hermes
  • the trench for Burberry
  • the D-bag for Tods
  • the Wayfarer for Ray-Ban
  • the 501 for Levi’s
  • the business jacket for Giorgio Armani

… you may add some iconic products you know? 🙂

Iconic models are seasonally reinterpreted often in collaboration with

  • department stores
  • bloggers
  • celebrities

The Seasonal Collection

In Fashion the collection represents the brands seasonal offer: a set of products grouped according to different criteria of

  • price
  • occasion of use
  • product typologies and categories

Historically, the “collection” comes from French haute couture where the couturier usually presented a limited series of completely new models every 6 months, Spring-Summer and Autumn-Winter (or Fall-Winter)

Modern collections are the result of a mix of models:

  • totally renewed from one season to the next
  • carried over with small challenges
  • iconic models

This mix between seasonal and continuative items in each collection changes depends on the positioning of the brand ( Fast Fashion, Sportswear, Premium, Luxury, …)

A fashion company starts working on the collection three to twelve months before the presentation to retail clients and usually works on three seasonal collections at the same time (results of past collection, merchandising the current collection, designing the next collection). For fast fashion retailers everything happens much faster in terms of time to market.


Fashion Collections Scheduling

In traditional Fashion Model:

Time to market: 3/12 months

Number of Collections (per year): 2 main collections (SS-AW)/6 (pre-collections, cruise)

In Fast Fashion:

Time to market: up to 2 weeks

Number of Collections (per year): up to 24 (2 each month)

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