Fashion & Design (176)
Brands solve 'same dress' syndrome
The ultimate fashion taboo is attending an event to find someone else is wearing the same outfit. Brands such as Vakko and Harvey Nichols have recognised this need and have created a solution in their personal tracking system which tracks where pieces have been bought to eliminate two people buying for the same occasion. The store will open at what ever time and send a different dress to the event.
Why it matters
Firstly, this type of service makes the emotional ties with the brands stronger as it is not just the product that they come to rely on. Is this an example of how brands manage their exclusivity and statement?
Xeni is a young fashion label that designs, manufactures and retails online clothing specifically designed for women who use wheelchairs. It also manufactures clothing and jewellery for women who have difficulty manipulating clasps, buttons and zips due to illnesses such as MS.
Clothing store Zeeman describes itself as a ‘good and cheap’ fashion brand. But it hosted a high end fashion show at the Amsterdam Fashion Week under the fake brand name ‘Frank’. At the end of the show, the real brand was revealed. The case study video was viewed 160.000 times and #zeeman became a trending topic on Twitter.