Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
Natasha Kimnatashajuliakim.medium.com
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Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
Hype became a dirty word, and longevity increasingly feels like a myth.
Virality got conflated with relevance, while relevance comes with the curse of becoming imminently passé. Whist new gen brands like Corteiz are propped up by persistent presence, institutions such as Apple resist exploring their own hype, choosing omnipresence instead.
This beg
Agalia Tan and added
High differentiation, low durability. There’s a lot of fashion, luxury, travel and entertainment brands and the entire genre of DTC brands that are very much talked about for a moment, only to fade into obscurity/low consumer preference once the negative effects of their fractured internal cultures, lack of new funding/revenue, lack of brand-buildi... See more
Ana Andjelic • Differentiation in the Sea of Sameness 👑
And I think that is going to remain, easily for the next year or two. And it might be a fundamental shift, you know, just like there’s going to be a fundamental shift in consumption patterns, online versus offline. I think people are going to be up for making brands that have a bit of emotion. And make decisions not always with the bottom line in m... See more
Dan Frommer • Designing in a crisis
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sari and added
Changes in retail are often a result of larger societal changes. Fashion insiders also have a responsibility to mitigate a growing problem. But until those larger changes occur, circular fashion (and sustainability as a whole) is just window dressing. As organic fabrics begin to adopt many of the technical capabilities of their new-aged counterpart... See more
PM • No. 348: An Open Letter On Sustainability
sari added
For example, fast fashion has become a problem in recent years. So companies have begun creating “tomorrow’s solution” with responsible manufacturing practices, sustainable materials use, and business models that promote a circular economy.
Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, • The 22 Laws of Category Design
Kaustubh Sule added
.psychology
Under pressure for newness, brands struggle to actually create new stuff, but by curating the old, they give it renewed meaning and purpose in consumers’ eyes.
Ana Andjelic • Creativity Is Dead, Long Live Curation | Highsnobiety
The idea of staying power - in a world where everything is disposable / saturated in options fast fashion trends pictures music library news sources friends knowledge career options
Erikc Perez-Perez added