Research Book by ccddjj1024

RESE ARCH RESEARCH BOOK

DAJEONG ESTHER CHOI

CopyrightÂŠ 2020 by Dajeong Esther Choi Published 24.04.2020 Falkner Rd, Farnham GU9 7DS University for the Creative Arts ccddjj1024@naver. com Printed by Mixam UK

R A

RESE ARCH 5

CON TENTS 6

01 Introduction

03 History 1. A History of Branding 2. Timeline

20 22

Case Studies

1. Kith 2. MLB 3. Adidas 4. Fila 5. Supreme 6. Collaborations

40 44 48 52 56 60

Bibliography

14 16

04 Focus

24 26 28 32

1. Fashion 2. Styles of Fashion 3. Street Fashion

06 72

Literary Review

74 76 78 80 82

1. Conducting Research 2. Clarifying Strategy 3. Designing Identity 4. Creating Touchpoints 5. Managing Assets

1. What is branding? 2. A branding Process

Conclusion

Field of Stydy

Personal Reflection

88 Appendix

01 8

INTRODUCTION What is a Research Book? A research book is literally a book that summarizes research. Before we proceed with the work, we will research from various media and organize the necessary information. We can get a lot of information through the internet, but you can research with books or exhibitions for more abundant materials.

The Final Major Project gives you the opportunity to demonstrate the fluency of my design communication skills and to examine a subject or theme in depth through a selfdetermined and challenging assignment. I will discuss and negotiate my area of research and I will produce a ‘Project Proposal’ that defines the research area and sets clear objectives. The analysis of my research work and the subsequent design brief or case study will be presented as a formal verbal and visual presentation. I will be assessed on the research methods employed, the depth of my research findings, the quality of your analysis/design strategy and the professional level of visual and verbal presentation techniques employed. In the research book, there are 10 chapters include Introduction, Field of Study, History, Focus, Case Study, Literary Review, Conclusion, Personal Reflection, Bibliography and Appendix. I will capture all my researches throughout the project in my research book. It starts with the introduction to explain the research book in general. Second chapter is ‘Field of Study’ which is the subject or branch of a discipline under investigation. In respect of the course, a term used to describe the parameters or limits of the subject. Historical research is which seeks to reveal meaning in the events of the past. Next, ‘Focus’ is the particular aspect or concentration that forms the basis of a project or approach. The specific area of investigation, usually within the context of a wider related field. ‘Case Study’ is one the important part of the research book which can be an opportunity to analyse and contextualise other brands. The final research is ‘Literary Review’ which is a written overview of major writings and other sources on a selected topic. The literary review provides a description, summary and evaluation of each source. Written works include ‘Conclusion’ and ‘Personal Reflection’ will be covered in the next chapter. ‘Bibliography’ and ‘Appendix’ will be included in the end. In the appendix, I have made a clipping of some pictures which I took myself, magazines, newspapers and postcards.

02 10

2 FIELD OF STUDY 1. What is Branding? 2. A Branding process

“Determ and what your bra youre not. The res of noise.”

mine who you are and is, and what st of it is just a lot Geoffrey Zakarian (Branson, 2016)

What is branding?

Fig. 1. Balenciaga ugly shoes

Brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. (Andrivet, 2015) As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. (Wheeler, 2017:2) Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not. (Andrivet, 2015) Brand requires strategy, planning and orchestration. Branding, as it is generally practiced today, involves five components: positioning, storytelling, design, price and customer relationship. (Healey, 2008:8)

Effective brand strategy provides a central, unifying idea around which all behaviour, actions and communications are aligned. The best strategies are so differentiated and powerful that they deflect the competition. Brand strategy builds on a vision, is aligned with business strategy, emerges from a company’s values and culture, and reflects an in-depth understanding of the customer’s needs and perceptions. It is a road map that guides marketing, makes it easier for sales force to sell more and provides clarity, context and inspiration to employees. (Wheeler, 2017:10) When we make a new brand, there are five branding processes: conducting research, clarifying strategy, designing identity, creating touchpoints and managing assets. The branding process is a combination of investigation, strategic thinking, project management and creativity. This may sound incredibly complex, and for some brands, a very in-depth process is required, however there are many levels on which successful branding can be created. (King, 2017)

The Branding Process 16

Conducting Research

Clarifying Strategy

⁍ Clarify vision, strategies, goals and values.

⁍ Synthesize learnings.

⁍ Interview key management.

⁍ Develop a positioning platform.

⁍ Assess existing research.

⁍ Create brand attributes.

⁍ Research stakeholders’ needs and perceptions.

⁍ Develop key messages.

⁍ Conduct marketing, competitive, technology, legal and language audits. ⁍ Evaluate brand architecture. ⁍ Present audit readout.

⁍ Clarify brand strategy.

⁍ Write a brand brief. ⁍ Achieve agreement. ⁍ Create a naming strategy. ⁍ Write a creative brief.

Designing Identity

Creating Touchpoints

⁍ Visualise the future.

⁍ Finalise identity design.

⁍ Brainstorm big idea.

⁍ Develop look and feel.

⁍ Design brand identity system.

⁍ Initiate trademark protection.

⁍ Explore key applications.

⁍ Prioritize applications.

⁍ Finalise brand architecture. ⁍ Present visual strategy. ⁍ Achieve agreement.

⁍ Design integrated systems. ⁍ Apply brand architecture.

Managing Assets

⁍ Build synergy around the new brand. ⁍ Develop launch strategy and plan. ⁍ Launch internally first. ⁍ Launch externally. ⁍ Develop standards and guidelines. ⁍ Nurture brand champions.

03 18

3 HISTORY

1. A History of Branding 2. Timeline

A History of Branding Branding and labelling have an ancient history. The word ‘brand’ dates back to Old Norse, the ancient North Germanic language from which modern Scandinavian languages derived. ‘Brand’ originally referred to a piece of burning wood. It wasn’t used as a verb until late Middle English, when it came to mean ‘mark permanently with a hot iron’. By seventeenth century, it referred to a mark of ownership made by branding. Branding probably began with the practice of branding livestock to deter theft. The practice of branding livestock is much older than the word. Cave paintings from the Stone Age suggest that early man might have marked cattle with symbols drawn in paint and tar. By 2000 BC, livestock owners switched to a more permanent method: burning. Egyptian funeral monuments, approximately 4,000 years old, depict branded cattle. During this time, brands were also used to identify goods. Pottery makers from China, India, Greece, Rome and Iraq used different engravings to identify not only who made ceramic goods but also what types of materials were used and where the goods were produced. Some of the earliest known marked Chinese pottery dates back 4,000 to 5,000 years. Archaeologists have also identified roughly 1,000 unique potters’ marks in use during the first three centuries of the Roman Empire. Potters weren’t the only artisans to brand their work. In Ancient Egypt, masons engraved symbols-called stonecutters’ signs-on the bricks they produced for the pyramids and other Pharaoh-led construction projects. This helped distinguish their work from that of other masons and ensured they were fairly paid. Bricks often included quarry marks, which indicated where

the stones came from. The oldest materials with these symbols are around 6,000 years old. Similar markings were used by masons in Greece, Israel, Turkey, Syria, and later in Medieval Germany. Watermarks also emerged in the Medieval period as a way for paper makers, printing houses, and other guilds to distinguish their products and property. Later, during the Renaissance period, artists like Michelangelo introduced a new type of personal branding: They began actually signing their names to their work, rather than using symbols. A couple of centuries later, during the Industrial Revolution, another type of branding was bornmass branding-this time to solve a new business challenge. Consumers were accustomed to buying local products from local merchants. Generic products created en masse didn’t have the same appeal. So, factories borrowed a tactic from winemakers and began branding logos onto the barrels used to transport their goods. Soon, they also began marking individual products, giving birth to such popular American brands as Campbell’s Soup, Coca-Cola, Juicy Fruit, and Aunt Jemima. By the late nineteenth century, companies had invested so much in branding that they needed a way to protect those investments from competitors. In 1875, they got it with the passing of the Trade Marks Registration Act. During the 1900’s, an endless amount of new businesses and corporations were formed. Branding was quickly becoming an integral part of every business. A large majority of the company’s branding are now ingrained in our brains, and influence our decisions every day. (Holland, 2017)

Fig. 2. Livestock branding irons 21

1800s - 1950s

To convey quality & earn trust ⁍ Factories brand their shipping barrels as a mark of quality and to build familiarity among consumers who are unaccustomed to mass production.

TIMELINE 3000 - 1000 B.C.

To identify products & property ⁍ Ancient Egyptians begin branding livestock to symbolize ownership. ⁍ Pyramid brickmakers engrave symbols in stones to distinguish their work from other masons’ bricks and ensure they get paid. ⁍ Artisans from China, India, Greece and Rome engrave symbols into products to sign their work.

⁍ Passing of the Trade Marks Registration Act in 1875 allows companies to formally own logos and names.

1970s - 1990s

To give the company a personality ⁍ Consumers become increasingly brand-conscious. ⁍ Major companies begin to market their brands more than their products.

⁍ TV advertising ushers in the ‘Mad Men’ era, when a decent commercial and mass spend turn companies into household names. ⁍ Companies begin to use emotional messaging to brand products and in customers.

To make emotional connections

2000s - 2020s

1950s - 1960s

To differentiate products & earn loyalty

⁍ Consumers are less impressed with brands and more concerned with price, customer experience and corporate responsibility. ⁍ Companies use brand storytelling to illustrate their values, demonstrate social responsibility, empathize with customers and form emotional connections that drive loyalty.

04 24

4 FOCUS

1. Fashion 2. Styles of Fashion 3. Street Fashion

Fig. 3. Fashion

Fashion; A style that is popular at a particular time, especially in clothes, hair, make-up, etc. Branding is personalizing a product to ensure a balance between different economic values. The aim of branding is to make a link between the character of an object and its branded image or form. In the fashion industry, branding has become the dominate competitive strategy for all successful companies. (Fontbonne University, 2020) Also, brands can be identified using various parameters in fashion. Depending on target segments or the positioning strategy, brands can be classified into four categories: griffe, luxury brands, premium brands, and mass-market brands. (Jin, Cedrola, 2017) As the fashion industry contains a number of different business activities such as B2B (business to business), B2C (business to consumer) and C2C (consumer to consumer), the managing of branding can be very different for different companies, since the need for curtain actions and strategies may vary. However, while we are only looking into the category of Business to Consumer market we will onwards only take the specifics of this particular category into consideration. The special characterises that marketers has to take into consideration when dealing with fashion products is the mere fact that the fashion consumers demands a â&#x20AC;&#x2DC;badgeâ&#x20AC;&#x2122; that they can wear as a statement about their

identity, the brand image therefore has to be relevant to their customers and go in-line with their needs and aspirations.56 Another strong characteristic of fashion branding is the strong link between the design and the marketing activities, hence the creative department and the management.57 This link and the interdependence between these departments vary due to the type of brand and which segment it is active within. The more luxurious the brand, the more power has the designer and the creative team, thus the luxury brands depend much more on their creativeness and trendsetting. The more massmarket brands tend to be more of a trendfollower and therefore need a much stronger brand management while relying more on the branding and marketing of the brand. Since the fashion market nowadays has become more and more saturated and the product lifecycles are turning faster and faster, demanding new changes in a hideously fast way, the customers tend to differentiate fashion products more by brand name or the price, than the product itself. Branding has made clothes take the step away from only being a commodity purchase and instead become a fashion and lifestyle purchase, a brand purchase. (Bengtsson, Vilic, 2012)

STYLES OF FASHION Fig. 4. Bohemian

Fig. 5. Casual

Bohemian

Casual

Bohemian Fashion was popularized during the 1960s and 1970s though it is possible to trace the roots back further. The essence of bohemian is focusing on free and flowy fabrics. The Bohemian style focuses on some exotic patterns and textures. Layering is also key in boho fashion. Scarves, vests, jackets, and skirts are often worn on top of each other, as is the case with the couple to the right. Also, called as Boho or Boho Chic. (Urby Republic, 2017)

Casual wear translates to style with comfort. These are clothes that wonâ&#x20AC;&#x2122;t cause too much of a stir for trendsetters but are ideal for those everyday trips where durability and fit are key. Casual dressing embodies a sense of streetwear with fashion. (Urby Republic, 2017)

Fig. 6. Goth

Fig. 7. Grunge

Fig. 8. Preppy

Goth

Grunge

Preppy

Goth fashion is influenced by Goth subculture. This style is characterized with dark and morbid style of dress. Common Goth style includes black lips, black hair as well as black clothes. Also, called as Gothic Fashion. (Urby Republic, 2017)

The grunge look is a style based around the grunge music scene – it’s comfortable, dirty, and heavily steeped in flannel. The grunge look first appeared in Seattle in the late 80s and early 90s. The main element to this style is an unkempt look, and in many cases, pieces of clothing are paired together that don’t match. The look often has a thrift store vibe, with lots of layering. Putting a grunge look together is usually cheap to do, as the whole concept revolves around inexpensive clothing and accessories. Grunge style is all about “I-don’t-care” look that includes cheap messy clothing worn in a careless way. (Urby Republic, 2017)

Originally a look adopted solely by prep school students in Northeastern America, the preppy trend ultimately travelled far beyond the confines of college campuses, going on to shape the collections of many iconic designers. The clothes are great to mix and match. Also, called as Prep Style. (Urby Republic, 2017)

Fig. 9. Punk

Fig. 10. Rocker

Fig. 11. Sportswear

Punk

Rocker

Sportswear

The goal of punk style is to be anti-materialistic and edgy. Punk has bright colors, leather, spandex and leopard print while pop punk may have skinny jeans, band tees, skater styles and wrist bands. (Urby Republic, 2017)

Rockers wear heavily decorated leather motorcycle jackets, often adorned with metal studs, patches, pin badges and sometimes an Esso gas man trinket. Rockers do not wear baggy clothes and they opt for smaller size. Rocker style is not complete without ripped denim, vintage tees and leather jacket. (Urby Republic, 2017)

Sport-specific clothing is worn for most sports and physical exercise, for practical, comfort or safety reasons. Typical sport-specific garments include shorts, tracksuits, T-shirts, tennis shirts and polo shirts. Sportswear is also at times worn as casual fashion clothing. Also, called as Active Wear. (Urby Republic, 2017)

Fig. 12. Street

Fig. 13. Tomboy

Fig. 14. Vintage

Street

Tomboy

Vintage

It is fashion that has evolved from the streets and not from runway shows or designers. It really has its grassroots in the youth culture of the recent decades. Street fashion is generally associated with youth culture and is most often seen in major urban centers. Street fashion, unlike other fashions, does not cover just one style of dressing, but it encompasses a whole range of styles. (Urby Republic, 2017)

Not every girl is into circle skirts, skyhigh heels, and embellished tops. In fact, even those who are still have days when they want to unleash their inner tomboy by rocking things like menswear-style trousers, suits, buttoned-up shirts, oxfords, and extra-tailored pieces. (Urby Republic, 2017)

Vintage Fashion imitates the style of a previous era. Any second hand clothing made before the 1990â&#x20AC;&#x2122;s is referred to as vintage clothing and antique clothing for anything from the 1920â&#x20AC;&#x2122;s and earlier. Also, called as Retro Style or Retrospective Style. (Urby Republic, 2017)

Streetwear Fashion 32

Fig. 15. Streetwear fashion

Streetwear is a style of casual clothing which became global in the 1990s. It grew from California surf skate culture and New York hip hop fashion to encompass elements of sportswear and punk. Eventually haute couture became an influence. It commonly centers on “casual, comfortable pieces such as jeans, T-shirts, baseball caps, and sneakers”, and exclusivity through intentional product scarcity. Enthusiasts follow particular brands and try to obtain limited edition releases. Streetwear style is generally accepted to have been born out of the Los Angeles surf culture and New York City hip hop culture of the late 1970s and early 1980s. Early streetwear in the 1970s and 1980s also took inspiration from the DIY aesthetic of punk, new wave, heavy metal and hip hop, co-opting established legacy sportswear and workwear fashion brands such as Schott NYC, Dr. Martens, Kangol, Fila and Adidas. In the late 1980s, surfboard designer Shawn Stussy began selling printed T-shirts featuring the same trademark signature he placed on his custom surfboards. Initially selling the items from his own car, Stussy expanded sales to boutiques once popularity increased. Then as sales peaked, Stüssy moved into exclusive sales to create product scarcity, which firmed up the ultimate baseline definition of streetwear: T-shirts and exclusivity.” In the early 1990s, burgeoning record labels associated with popular hip-hop acts like Tommy Boy Records, Def Jam Recordings, and Delicious Vinyl began selling branded merchandise embroidered onto letterman jackets and workwear jackets made by companies like Carhartt.

In the mid 1990s, influences included skateboarding and gangsta rap. Professional American sports franchises having a big impact on the scene, especially the New York Yankees, Los Angeles Raiders and Chicago Bulls caps and jackets, with their production of oversized team jerseys, as well as boots from The Timberland Company and the latest shoe design releases from Nike, Inc. Brand launches by the chief executives of record companies followed, with Russell Simmons of Def Jam launching his Phat Farm label, Sean Combs of Bad Boy with Sean John, and Jay-Z and Damon Dash of Roc-a-Fella Records launching Rocawear. Rap superstar 50 Cent a few years later launched his G-Unit clothing label, with the sneaker rights given to Reebok. In the 2000s, the advent of “bling” culture saw established luxury brands make inroads into the market, with Burberry, Gucci and Fendi making appearances in hip hop videos and films. The most popular shoe of the era was the Nike Air Force 1, immortalized in the song by Nelly, then the fashion clothing manufacturers began to follow the streetwear companies co-opting the idea of very limited-edition capsule collections, now known as “drops”, using social media and product scarcity as marketing tools. In the 2010s, some streetwear brands were now coveted as much as the most historically elite fashion brands. Complex Magazine named Stüssy, Supreme, and A Bathing Ape as the top streetwear brands, and many went on to collaborate on prized high fashion capsule collections such as Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Commes des Garcons, and Stussy x Dior. (Wikipedia, 2020)

Fig. 16. Streetwear fashion

Fig. 17. Streetwear fashion

Fig. 18. Streetwear fashion

Fig. 19. Streetwear fashion

Fig. 20. Streetwear fashion

Fig. 21. Streetwear fashion

Fig. 22. Streetwear fashion

Fig. 23. Streetwear fashion

Fig. 24. Streetwear fashion

05 38

5 CASE STUDIES 1. Kith 2. MLB 3. Adidas 4. Fila 5. Supreme 6. Collaborations

‘Just Us’ Established in 2011, KITH operate on two planes - a multifunctional lifestyle brand for men, women, and kids, as well as a progressive retail establishment. Our five brick-and-mortar flagship stores were designed in partnership with Snarkitecture, as we push the boundaries to deliver customers a completely unique experience. We offer an array of premium products, ranging from our own in-house label to a curated selection of multi-brand apparel and footwear. In 2015, Kith Treats was conceived from a childhood love for cereal and dreams of one day opening up a cereal bar - now operating in eight locations, Treats has become a staple within Kith. Our brand has also extended to three shop-in-shops at Bergdorf Goodman, Hirshleifers, and overseas at Selfridges. KITH was founded by Ronnie Fieg, a prominent figure in the footwear industry, who has over

twenty years of hands-on experience. Born and raised in Queens, Fieg has been involved with footwear since becoming a stock boy at New York-based franchise David Z. at age 12. With steadfast perseverance, he methodically rose through the ranks from floor salesman to assistant manager to eventually becoming head buyer. Conceptualizing KITH as an extension of himself, Fieg seeks to shift the current landscape of fashion, while operating under a personal philosophy of giving the consumer more than what they pay for. (Kith, 2020) The name Kith is derived from “kith and kin,” an archaic Scottish term that loosely translates as “friends and family” and can also mean “to make known.” Kith’s motto is “Just Us,” a sub rosa ethos that describes Fieg’s inner circle, which includes athletes like NFL player Victor Cruz. (Deleon, 2015)

Fig. 25. Kith

Fig. 25. Kith hoodie

Fig. 25. Kith jacket

Fig. 25. Kith store

Fig. 25. Kith tag

Fig. 25. Kith paper bag

â&#x20AC;&#x2DC;Be A Major Player Soonâ&#x20AC;&#x2122; Acquired the official license of Major League Baseball, the first MLB KOREA store opened in 1997. Today, we are operating 280 stores in Korea, and also roll out overseas business in Asia.

MLB KOREA is the go-to hat destination for both authentic and trendy style. It is all about variety. We have the widest range of hats in Asia - more than 300 styles all year round and keep developing 300 new models every year.

MLB KOREA is the first business model who launched MLB as a life style fashion brand. We offer a comprehensive collection of apparel and accessories for men, women, and kids. Our product is combination of utility and fashion. We optimize style, function, and quality to show how stylish sports apparel could be.

We take the inspiration from a mixture of sports, street fashion, and culture and attempt to incorporate these elements into our store design. Our flagship stores are Instagram worthy spot, and in tune with ever-changing times. (MLB-KOREA, unknown)

Fig. 32. MLB

Fig. 33. MLB shoes

Fig. 34. MLB outfit

Fig. 35. MLB posters

Fig. 36. MLB goods

Fig. 37. MLB store

Fig. 38. MLB store

‘Adidas Is All In ’ Adidas is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, 8.33% of the German football club Bayern Munich, and Runtastic, an Austrian fitness technology company. Adidas’ revenue for 2018 was listed at €21.915 billion. The company was started by Adolf Dassler and he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber. In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas, and Rudolf established Puma, which became Adidas’ business rival. The company name comes from founder Adi Dassler’s name. Although urban legend has it that the word “Adidas” is an anagram of the phrase “all day I dream about sports,” the athletic wear company gets its name from its founder, Adolph “Adi” Dassler. (Flippo, 2019) Adidas’ logo is three stripes, which is used on the company’s clothing and shoe designs as a marketing aid. The branding, which Adidas bought in 1952 from Finnish sports company Karhu Sports, became so successful that Dassler described Adidas as “The three stripes company”. (Wikipedia, 2020)

Adidas has a long history and deep-rooted connection with sport. Everything they do is rooted in sport. This is what ‘The Badge of Sport’ stands for as a brand mark. Their broad and diverse sports portfolio, from major global sports such as football and running, to regional heartbeat sports such as American football and rugby, has enabled the brand to transcend cultures and become one of the most recognized and iconic global brands, on and off the field of play. Their brand mission is to be the best sports brand in the world, by designing, building and selling the best sports products in the world, with the best service and experience. Driven by a relentless pursuit of innovation as well as decades of accumulating sports science expertise, we cater for all, from elite professional athletes and teams to any individual who wants to make sport part of their lives. We believe that, through sport, we have the power to change lives. We are obsessed with helping athletes of all levels to make a difference – in their game, in their lives, in their world. In 2001, adidas introduced Originals – a lifestyle brand marked by the iconic Trefoil logo that draws inspiration from adidas’ rich archives and legacy. Combining contemporary youth culture with the kind of creativity and courage found on courts and in sporting arenas, Originals strives to forever remain innovative and authentic. Led by those that continue to shape and define creative culture, adidas Originals lights the way as the pioneering sportswear brand for the street. (Adidas, unknown)

Fig. 39. Adidas shoes

Fig. 40. Adidas jacket

Fig. 42. Adidas sign

Fig. 41. Adidas socks

Fig. 43. Adidas store

Fig. 44. Adidas tag

Fig. 45. Adidas

‘Power Style’ Fila is an Italian sportswear brand founded in Italy and they offer high quality premium and innovative sportswear. The brand and company were sold in 2003 to Cerberus Capital Management, a U.S.A.-based hedge fund. In 2007, the international brand and company was sold to the independent Fila Korea, which owned the license to sell Fila products in Korea. Fila was created in Biella, Piedmont, Italy, by Giansevero Fila in 1911. It originally made clothing for the people of the Italian Alps, primarily underwear. In the 1970s it moved into sportswear, with an endorsement deal with tennis player Björn Borg. The brand became more popular after the move into sportswear. In 2003, the original Italian owner, Holding di Partecipazioni, sold the company to Cerberus Capital Management, a U.S.A.-based hedge fund, after the company over-committed itself to expensive athletic endorsements at a time when margins were under pressure. Cerberus owned Fila through holding company

Sports Brands International, which owned and operated all Fila businesses around the world with the exception of Fila Korea, which was a separate company operating the brand under licence. In January 2007, the global Fila brand and all its international subsidiaries were acquired by Fila Korea, which made it the largest South Korean sportswear company. In 2009, ANTA Sports acquired the rights to the brand in China, Hong Kong, and Macao from the then Fila company’s Chinese joint venture partner Belle International. Fila Korea still owned 15% shares of the joint venture company “Full Prospect”. In May 2011, Fila Korea Ltd. acquired global golf equipment maker Acushnet Company, becoming the new owner of leading golf brands such as Titleist for $1.23 billion. (Wikipedia, 2020)

Fig. 46. Fila shoes

Fig. 47. Fila sweatshirt

Fig. 48. Fila paper bag

Fig. 49. Fila tag

Fig. 50. Fila store

Fig. 51. Fila sign

Fig. 52. Fila

‘World Famous’ Supreme is an American skateboarding shop and clothing brand established in New York City in April 1994. The brand caters to the skateboarding and hip-hop cultures as well as to youth culture in general. The brand produces clothes and accessories and also manufactures skateboards. Its shoes, clothing, and accessories are sold extensively in the secondary market. The distinctive red box logo with “Supreme” in white Futura Heavy Oblique is largely based on Barbara Kruger’s propaganda art. The brand was founded by James Jebbia. Although he was born in the United States, he lived in England until he was 19. Jebbia was originally the manager of Stussy in New York in the early 1990s. The first Supreme store opened in an old office space on Lafayette Street in downtown Manhattan in April 1994. It was designed with skaters in mind with a unique design for the store layout: by arranging the clothes around the perimeter of the store, a large central space permitted skater with backpacks to skate into the store and still feel comfortable. This store had its core group of skaters who served as its team in 1994, which included late actors Justin Pierce and Harold Hunter, and the first employees were extras from the Larry Clark film Kids.

In 2004, a second location was opened on North Fairfax Ave in Los Angeles, California, which is nearly double the size of the original New York City store and features an indoor skate bowl. Other locations include Paris Opening in March 2016, London Opening in September 2011, Tokyo (Harajuku, Daikanyama and Shibuya), Nagoya, Osaka, and Fukuoka. The additional locations emulate the original Lafayette Street store’s design; stores feature rotating art displays, and use videos and music to attract attention. Supreme stocks its own clothing label, as well as other skateboard brands such as Vans, Nike SB, Spitfire, Thrasher and Girl Distribution Company, among others. James Jebbia was quoted in saying that anything that Supreme releases will never be classified as “limited,” but notes that they make short runs of their products because they “don’t want to get stuck with stuff nobody wants.” On October 5, 2017, Supreme opened their 11th store and second in New York City in the Williamsburg neighborhood of Brooklyn. On October 6, 2017, James Jebbia confirmed that the label had sold a significant stake in the company of roughly 50% (around $500 million) to private equity firm The Carlyle Group. On February 25, 2019, Supreme moved their original Manhattan location from 274 Lafayette Street to 190 Bowery. (Wikipedia, 2020)

Fig. 53. Supreme t shirt

Fig. 54. Supreme outfit

Fig. 55. Supreme stickers

Fig. 56. Supreme plastic bag

Fig. 57. Supreme sign

Fig. 58. Supreme store

Fig. 59. Supreme

Fig. 60. Puma X Alexander Macqueen

COLLABORATIONS 60

The concept of Brand Collaboration can be defined as the strategic alliance between two or more brands for curating a unique and specific product or service with an intention to carve a niche and attain a competitive advantage at the marketplace. It is the modus operandi when two companies formulate a mutual alliance to work together creating a marketing and sales synergy that is beneficial for all the parties involved. Brand Collaboration is one of the most crucial elements of the brand management and the overall business strategy of today’s times. (Bhasin, 2018) Luxury fashion brands have been taking inspiration from streetwear and have borrowed from subcultures for decades. luxury brands have learned to stretch, successfully selling both high-end couture and affordable fashion, thus gaining a larger share of the market. Streetwear brand collaborations also give luxury brands an edge. It means luxury brands can represent what’s new, as well as representing high quality and exclusivity. Rather than watching and modifying styles from emerging designers, in collaboration luxury brands can part-own new styles and bring them to market themselves. Luxury brand marketers are able to leverage the attributes of streetwear style – associating additional attributes their brands do not possess – such as Louis Vuitton’s hugely successful collaboration with Supreme. In this way, streetwear keeps luxury brands fresh for loyal audiences and makes it relevant to new, younger audiences – the lifeblood for all brands, including the high-end ones.

Fig. 62. Puma X MCM These collaborative partnerships allow us to associate with the brand in many different ways, defining it in a wider societal context. In this sense, they enable us to understand the brand and what it stands for, giving it depth and meaning, allowing us to say something when we choose to buy it. The fashion industry is unpredictable and challenging, and the decline of physical retail makes it all the more important that we are able to connect as consumers with brands for many reasons, not just that they represent ‘luxury’ or have street cred. This is of massive strategic importance to brand owners. (Conran Design Group, 2019)

Collaborations; The process of two or more people or organizations working together to complete a task or achieve a goal.

Fig. 61. Nike X Stone Island

KITH X Versace

Fig. 63. Kith X Versace

Fig. 64. Kith X Versace padded jacket

Kith partners with iconic fashion house Versace to launch a collaborative collection that channels the Italian label’s signature opulence through Kith’s trademark lens. The collection taps into Versace’s incomparable archive of prints and silhouettes, as Kith reimagines designs for the first time with their own unique interpretation. The assortment is comprised of over 100 styles, spanning men’s and women’s apparel, footwear, and accessories. This collaboration also marks the very first time the house’s Medusa logo has ever been redesigned, now bearing the Kith logo across the eyes. The apparel silhouettes in the collection were designed by Kith, while the luxurious fabrications were handled by Versace, thus yielding a truly collaborative final product. The products are produced in Italy and feature a wide-range of custom-milled fabrics, including silk, satin, velour, nylon, fleece, and more. Each piece of hardware was made custom as well to feature co-branding. Men’s product includes a range of outerwear, formal wear, sportswear, and more. Camel hair topcoats, velour puffer jackets, and silk blazers are juxtaposed by denim zip jackets, nylon track suits, and hoodies.

Fig. 65. Kith X Versace shoes

Women’s product speaks a similar language, featuring a convertible velour long puffer coat, silk robes, and leather pants, but also biker shorts, mesh tees, and a range of bras and swimsuits. The footwear element of this collection also spans both men’s and women’s. The men’s footwear brings back the archival Amico Trainer for the first time. This 1990’s-era silhouette was originally a mid-top design but has been updated to also include a low. The Amico Trainer arrives in five variations, including two leather mids and one pony hair mid, as well as two leather lows. The Chain Reaction rounds out the men’s footwear, albeit with a new high-top design executed in luxurious velour with zipper and Velcro closures. Women’s footwear includes a leather stiletto boot and mule, both minimal and refined with gold Kith x Versace hardware. (Kith, unknown)

MLB X Gucci

Fig. 66. MLB X Gucci 64

Fig. 67. MLB X Gucci shoes

Fig. 68. MLB X Gucci bag

Gucci has unveiled a collaboration with MLB for 2018 F/W campaign. It is inspired by Alessandro Micheleâ&#x20AC;&#x2122;s New York Yankees baseball cap, logos from Major League Baseball teams detail accessories for men and women, as well as tailored and sportswear style pieces. Alessandro Michele continues to play with the ground-rules of the Italian brand, and this time the fashion house uses the designerâ&#x20AC;&#x2122;s customary look as inspiration. Michele has sported a Yankees cap for years, regularly juxtaposing the signature accessory with his eccentric, bejewelled Gucci ensembles. This Gucci x MLB collaboration is just another example of luxury brand putting an elegant spin on the most familiar of looks. (Furness, 2018) (Gucci, unknown)

Adidas X Prada

Fig. 69. Adidas X Prada 66

Fig. 70. Adidas X Prada

Fig. 71. Adidas X Prada

The first release - Prada for adidas Limited Edition - is an homage to adidas, championing an emblematic adidas Originals shoe - the Superstar sneaker, originally launched in 1969 and still a lynchpin of adidas Originals style. It also introduces a new bag silhouette, the Prada Bowling bag for adidas, which echoes the Prada Bowling bag as well as the adidas gym bag, in and of itself referencing the world of sports, a style that serves to illustrate the shared narratives and intersecting heritages of Prada and adidas. The Prada Superstar and the Prada Bowling bag for adidas are proposed together; every piece is Made in Italy by Prada, indicating the superlative quality synonymous with the brand and its inimitable expertise in accessories and 106-year history as a luxury leather goods house. A partnership about manufacturing, a salute to the 50 years of the Superstar, an impeccable style icon - which does not require being re-designed - having crossed boundaries and challenged definitions through five decades. This pair of styles - each with a fundamental duality at their core - have been evolved from their sports and subcultural roots into modern luxury. Clean simplicity and timeless lines are constants: the Superstar sneakers are translated using Pradaâ&#x20AC;&#x2122;s Spazzolato Rois full-grain leather for the upper with the signature adidas Originals rubber shell toe, finished with a herringbone-pattern rubber cupsole, serrated triple-stripe and a Trefoil logo-pint on the heel, alongside the Prada logotype. The Prada Bowling bag for adidas is executed in City Sport calf leather with a sports nylon strap, the chassis of the bag bearing the twinned logos of Prada and adidas Originals. Both are offered in optic white with black detailing: sharp, simple, immediately recognisable, outlining the genesis of Prada for adidas.

FILA X Fendi

Fig. 72. Fila X Fendi 68

Fig. 73. Fila X Fendi t shirt

Fig. 74. Fila X Fendi bag

Luxury Italian label Fendi has teamed up with sportswear brand Fila to reinterpret its logo, unleashing madness on social media. Anticipation for the Fendi x FILA mashup has been at a high in the fashion world since the pieces debuted during Milan Fashion Week earlier this year, and now we’re finally getting a chance to get our hands on the collaborative set. The “Fendi Mania” collection mixes the high-end taste of the former brand with the signature sportswear edge of the latter, which works in a way similar to MCM and PUMA. The collection gets extra points for providing swag for men, women and children alike, featuring fleece options similar to what Fendi’s been promoting all summer long, classic tees, puffer jackets for the colder months and of course footwear to bring the FILA component full circle.

Supreme X Louis Vuitton

Fig. 75. Supreme X Louis Vuitton

Fig. 76. Supreme X Louis Vuitton slides

Fig. 77. Supreme X Louis Vuitton bag

For Fall-Winter 2017, Supreme and Louis Vuitton collaborate for the first time, creating a capsule collection. Established on Lafayette Street in 1994 - 140 years exactly after Louis Vuitton founded his Malletier in Paris, Supreme has become a New York City staple. It epitomises the cross-cultural mood of both the city, and this collection. For Fall-Winter 2017, Supreme and Louis Vuitton collaborate for the first time, creating a capsule collection of clothing, accessories and jewellery, showcased alongside Vuitton’s own. A new Monogram variation is here interrupted with Supreme’s iconic Box Logo. This new emblem appears as a motif in the fabrics of a range of garments, including classic pale washed Japanese denim, camouflage jacquard, and fil coupé, sometimes appearing in a cognac and chocolate colorway that recalls the original 1896 Monogram canvas.

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6 LITERARY REVIEW 1. Condicting Research 2. Clarifying Strategy 3. Designing Identity 4. Creating Touchpoints 5. Managing Assets

CONDUCTING RESEARCH Brand identity requires business acumen and design thinking. The first priority is to understand the organization: its mission, vision, target markets, corporate culture, competitive advantage, strengths and weaknesses, marketing strategies, and challenges for the future. (Wheeler, 2017:120)

Fig. 78. Streetwear 74

Fig. 79. Streetwear Marketing research Market research is an organized effort to gather information about target markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market research is one of the main factors used in maintaining competitiveness over competitors. Market research provides important information

which helps to identify and analyze the needs of the market, the market size and the competition. Marketresearch techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data. Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. (Wikipedia, 2020)

CLARIFYING STRATEGY

This involves both methodical examination and strategic imagination. It is about analysis, discovery, synthesis, simplicity, and clarity. This combination of rational thinking and creative intelligence characterizes the best strategies, which go where others have not. (Wheeler, 2017:136)

Fig. 80. Brand name

Fig. 81. Brand name

Fig. 82. Brand name

Positioning

Naming

Positioning is a process to identify what boldly differentiates a brand in the mind of a customer. Customers are overwhelmed with choices. Positioning has the potential to create new openings in an oversaturated, continually changing marketplace. The best positioning builds on a deep understanding of customer needs and aspirations, the competition, the strengths and weaknesses of a brand, changes in demographics, technology, and trends. (Wheeler, 2017:140)

Naming is not for the faint of heart. It is a complex, creative, and iterative process requiring experience in linguistics, marketing, research, and trademark law. Even for the experts, finding a name for todayâ&#x20AC;&#x2122;s company, product, or service that can be legally protected presents a formidable challenge. Various brainstorming techniques are used to generate hundreds, if not thousands, of options. Culling the large list takes skill and patience. Names need to be judged against positioning goals, performance criteria, and availability within a sector. It is natural to want to fall in love with a name, but the bottom line is that meaning and associations are built over time. Agreement is not easy to achieve, especially when choices seem limited. Contextual testing is smart and helps decision making. (Wheeler, 2017:144)

DESIGNING IDENTITY

Investigation and analysis are complete; the brand brief has been agreed upon, and the creative design process begins in Phase 3. Design is an iterative process that seeks to integrate meaning with form. The best designers work at the intersection of strategic imagination, intuition, design excellence, and experience. (Wheeler, 2017:148)

Fig. 83. Brand logo

Logotype

Typography

A logo (abbreviation of logotype) is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.

Typography is a core building block of an effective identity program. Companies like Apple, MercedesBenz, and Citi are immediately recognizable in great part due to the distinctive and consistent typographical style that is used with intelligence and purpose throughout thousands of applications over time. A unified and coherent company image is not possible without typography that has a unique personality and an inherent legibility. Typography must support the positioning strategy and information hierarchy. Identity program typography needs to be sustainable and not on the curve of a fad.

In the days of hot metal typesetting, a logotype was one word cast as a single piece of type (e.g. “The” in ATF Garamond), as opposed to a ligature, which is two or more letters joined, but not forming a word. By extension, the term was also used for a uniquely set and arranged typeface or colophon. At the level of mass communication and in common usage, a company’s logo is today often synonymous with its trademark or brand. (Wikipedia, 2019) Signature A signature is the specific and nonnegotiable designed combination of the brandmark and the logotype. The best signatures have specific isolation zones to protect their presence. A company may have numerous signatures, for various business lines or with and without a tagline. (Wheeler, 2012:146) Colour Color is used to evoke emotion and express personality. It stimulates brand association and accelerates differentiation. As consumers we depend on the familiarity of Coca-Cola red. We don’t need to read the type on a Tiffany gift box to know where the gift was purchased. We see the color and a set of impressions comes to us. In the sequence of visual perception, the brain reads color after it registers a shape and before it reads content. Choosing a color for a new identity requires a core understanding of color theory, a clear vision of how the brand needs to be perceived and differentiated, and an ability to master consistency and meaning over a broad range of media. While some colors are used to unify an identity, other colors may be used functionally to clarify brand architecture, through differentiating products or business lines. Traditionally the primary brand color is assigned to the symbol, and the secondary color is assigned to the logotype, business descriptor, or tagline. Families of color are developed to support a broad range of communications needs. Ensuring optimum reproduction of the brand color is an integral element of standards, and part of the challenge of unifying colors across packaging, printing, signage, and electronic media. (Wheeler, 2017:154)

Thousands of fonts have been created by renowned typographers, designers, and type foundries over the centuries, and new typefaces are being created each day. Some identity firms routinely design a proprietary font for a client. Choosing the right font requires a basic knowledge of the breadth of options and a core understanding of how effective typography functions. Issues of functionality differ dramatically on a form, a pharmaceutical package, a magazine ad, and a website. The typeface needs to be flexible and easy to use, and it must provide a wide range of expression. Clarity and legibility are the drivers. (Wheeler, 2017:158) Presentation The first major design presentation is the decisive moment. A design team has worked hard to get to this point, and it is the culmination of months of work. The expectations and stakes are high. Clients are usually impatient during the planning and analysis phase since they are so focused on the end goal, which is their new brand identity. There is usually a sense of urgency around scheduling this meeting. Everyone is ready to hit the ground running, even though the implementation phase of the work is not imminent. Careful planning is essential to ensure the successful outcome of the meeting. The smartest, most appropriate, and most creative solutions can get annihilated in a mismanaged presentation. The larger the group of decision makers, the more difficult the meeting and the decision are to manage. Even presenting to one decision maker alone demands planning in advance. Delivering a good presentation is something that a professional learns through experience and observation. The best presentations stay focused on the agenda, keep the meeting moving within the scheduled time, set out clear and reasonable expectations, and are based on a decision-making process that has been predetermined. The best presenters are well prepared and have practiced in advance. They are prepared to deal with any objections and can discuss the design solutions strategically, aligning them with the overall brand goals of the company. Larger projects routinely involve more than one presentation and numerous levels of building consensus. (Wheeler, 2017:164)

CREATING TOUCHPOINTS

Phase 4 is about design refinement and design development. The brand identity design concept has been approved, and a sense of urgency generates a fusillade of questions: “When we will get business cards?”, followed by “How soon can we get our standards online?” (Wheeler, 2017:168)

Fig. 84. Website

Fig. 85. Signage

Website Websites lead the top of the brand necessity listâ&#x20AC;&#x201D; no longer enslaved to the desktop, they migrate to wherever the consumer is, on her iPad or her smartphone, to the mall, on a hike, or under her pillow. Websites have made every business a global business accessible by almost anyone anywhere. Engaging content and inviting interfaces have the potential to bring a brand to life. Websites just may be the next best thing to reality, and in some cases, they are more efficient, more user friendly, and faster. Think retail. The best websites know who their visitors are, and give them a reason to come back again and again. Videos have started to populate most websites with storytelling and testimonials. A number of specialists work collaboratively to build a site, including graphic and user experience designers, information architects, developers, content authors, project managers, and usability engineers. Search engine experts have become a critical part of the team in order to get high rankings in search engines. (Wheeler, 2017:170) Stationery Corporate stationery is a common item branded by companies. Branding includes placing the brand name, logo, tagline and other symbols on notepads, business cards, letterhead and envelopes. Although the process is a subtle way to promote a brand and establish a professional image, stick to some basic guidelines in branding stationery. (Kokemuller, unknown) Packaging In the process of packaging, the company creates an attractive packet, cover, wrapper or container that is used to enclose the product for being distributed and sold to the customers. The purpose of proper packaging is not only to produce an appealing packet for the product, but also to keep the product safe and in its original condition. Packaging is one of the most important elements of marketing as it is the first thing that customers see about the product. Hence, it helps in promotion of the product at the point of purchase. Packaging provides information about the brand and helps in clearly displaying a brand. (Termscompared, 2019)

Signage Signage is the design or use of signs and symbols to communicate a message to a specific group, usually for the purpose of marketing or a kind of advocacy. A signage also means signs collectively or being considered as a group. The term signage is documented to have been popularized in 1975 to 1980. Signs are any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of wayfinding information in places such as streets or on the inside and outside buildings. Signs vary in form and size based on location and intent, from more expansive banners, billboards, and murals, to smaller street signs, street name signs, sandwich boards and lawn signs. Newer signs may also use digital or electronic displays. The main purpose of signs is to communicate, to convey information designed to assist the receiver with decision-making based on the information provided. Alternatively, promotional signage may be designed to persuade receivers of the merits of a given product or service. Signage is distinct from labeling, which conveys information about a particular product or service. (Wikipedia, 2019) Advertising Small Business Advertising is an essential aspect of maintaining a victorious brand. One of the first foams of advertising is promoting brand awareness and recall. Some of the forms of advertisements known to many include visual imagery, jingles or other forms that can create strong messages about a given companyâ&#x20AC;&#x2122;s brand. An important part of the process is effectively communicating messages in order to entice more customers to try the products being sold. (SpellBrand, unknown)

MANAGING ASSETS Managing brand identity assets requires enlightened leadership and a long-term commitment to doing everything possible to build the brand. The mandate to build the brand must come from the top. (Wheeler, 2017:194)

Fig. 86. Brand book

Fig. 87. Brand Guideline

Launching

Brand guidelines

A launch represents a huge marketing opportunity. Smart organizations seize this chance to build brand awareness and synergy.

Brand Guidelines sometimes also known as a style guide, (and included as part of a brand bible created by agencies for their clients) is developed to give a clear set of rules for how the brand should always appear aesthetically. This can then be extended to give direction as to how the brand should be used in marketing materials online, and off.

Different circumstances demand different launch strategies—from multimedia campaigns, companywide meetings, and road tours, to a T-shirt for each employee. Some organizations execute massive visible change, including external signage and vehicles, virtually overnight, while others choose a phased approach. Small organizations may not have the budget for a multimedia campaign, but can leverage social networks, like Facebook and Twitter. Smart organizations create a sales call opportunity to present a new card, or send a blast email to each customer, colleague, and vendor. Others use existing marketing channels, such as inserting brochures with monthly statements. In nearly every launch, the most important audience is a company’s employees. Regardless of the scope and budget, a launch requires a comprehensive communications plan. Rarely is the best launch strategy no strategy, which is the business-as-usual or un-launch. Occasionally an organization may not want to draw attention from the financial community or its shareholders, so it may choose to do nothing. (Wheeler, 2017:196)

Style guides save time, money, and frustration for clients and design agencies, making branded publications, products, advertising and marketing materials easier to maintain and create. It is designed to give clear visual instructions for exactly how the brand should look visually, and insights into why. Style guides can ensure that work developed for a brand identity isn’t ruined by some new, less-skilled designer who doesn’t understand how the design is supposed to work. The last thing you want is for a perfectly-constructed logo to be used too small or placed too close to other elements, effectively killing its impact (or worse, having elements created with negative space be ruined entirely). A style guide might seem unnecessary for you in this project, as this is your own personal brand, however every brand should have a style and branding guide to make sure that all visual elements are applied consistently. In addition, the inclusion of this element of design in your portfolio will demonstrate your knowledge of how to present your brand in a professional manner, and that you know how to create a well-designed set of Brand Guidelines. (Brooking, 2019)

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CONCLUSION Final Major Project is the last project before I get a job and it is self-initiated project which will be an opportunity for me to think about what areas I am interested in and what I want to do in the industry. In this unit, I will be designing a new fashion brand and explore the way of communication with the consumers. My brand is a global street fashion brand such as Supreme and Champion. Through this project, I would study more about ‘Brand’. As I have to design the whole brand including research planning, design and launch, this will enable me to develop as a professional designer. Basically, all researches are helped me to think about the whole theme of Final Major Project. Now, I clearly know what I am going to do for my Final Major Project. I have done the research about branding and understand historically and theoretically. Through the research about fashion, I have understood the styles of fashion and I could set the concept of my brand. Also, from case studies, I could learn how other brands have made their brand. My Final Major Project will benefit from my increased understanding of theoretical issues – how these inform and contextualise my practical work, my research skills and my creative/strategic design abilities. My Final Major Project may take a practical or theoretical direction and I will need to demonstrate the professional level of my organizational skills, reflect on my practice and think conceptually. My choice of Final Major Project will be influenced by my career and the expectations of industry or my own plans for further study.

08 PERSONAL REFLECTION A brand is a combination of unique names and symbols which used by a producer or sellers of a product to differentiate their products and services from the competitors’. (Wikipedia, 2020) Recently, a brand has become a symbolic system of social and cultural importance that not only distinguishes it from other products, but also affects sales by easily communicating the characteristics of the products and raising trust in quality. It is not known exactly when the brand’s history began, but in general, the origin of a brand stems from an ancient ruler’s decision to reveal the name of the producer in order to clarify its liability if there is a problem with the country’s products. The word ‘Brand’ is also derived from the Old high German word ‘brinnan’, which means ‘burn’, and it began with the identification of livestock such as cows and horses with the branding iron. Similarly, in the early 16th century, there is a story that a brand is originated from the English word ‘burned’, meaning that British whiskey makers stamped on a whiskey barrel with the burning iron. However, the commercial use of the brand was around the 7th century BC, when Greek merchants attached their brand to the jar and used it for the first time, and since then, medieval merchants have protected themselves and customers by attaching brands to their products to distinguish them from low-quality imitation products. (Wikipedia, 2020) The purpose of this essay is to analyse and interpret my own design practices in relation to the context. I will be able to choose various projects but the main theme won’t be more than one. As it is shown from above, I have chosen the theme ‘Global brands and branding’ because it is related to my Final Major Project. I have done several projects related to branding as well as the project which I am currently working on. It is one of the reasons why I have chosen graphic communication as my major and still the most interesting topic to date. My Final Major Project is about branding a new global streetwear brand and identify the elements of brands. A global brand means a brand that can meet the needs of global consumers by assuming the world as a single market and communicating the same brand to consumers around the world with the same value and the same brand identity system. In another aspect, global brand means the globalization of a brand in which a domestic brand become a globalized brand through an international brand process. (Chron, 2019) As it is not be able to tell the history of the global brand in a comprehensive way, I am going to choose a few examples and analyze them through case studies. Streetwear, represented by items such as sneakers, hoodies and T-shirts, is a trend and genre in the fashion industry that seeks to define new ‘fashion’, breaking the notion of traditional clothing and fashion. (Wikipedia, 2020) Most brands in the category of streetwear, such as Supreme and Palace, have expanded their reach by breaking away from the distribution structure. The biggest feature is exclusivity. If access to existing luxury brands is limited due to high prices, the streetwear brands restricts access to limited distribution, for example, limited edition items. Most products in streetwear are sold in very small quantities and limited-edition items are resold through the market with a high price. This is how streetwear brands create their own value. (The School of The New York Times, unknown) Supreme is an American streetwear brand. As it is a brand that supports the skateboard culture, it also releases various skateboard-related equipment. In Supreme store in New York, we can know that the brand is for the skaters as they are allowed to enter the store while riding the skateboard. (Wikipedia, 2020) James Jebbia, a British-American who ran a

British clothing store in New York in 1989, helps open Stussy New York in 1992 and influenced Stussy’s own skateboarding culture and hip-hop culture. He started his business in selling skateboards and T-shirts in 1994 in Manhattan, New York. Supreme is more than just a skateboard shop. Since its opening in 1994, it has steadily headed toward the centre of fashion and culture. (Sullivan, 2017) As Supreme does not announce its performance, it is not exactly known, but in 2017, the multinational private equity Carlyle Group bought half of Supreme’s stake for $500 million. This is an indirect way to evaluate the company’s value at $1 billion. (Flanagin, 2019) Supreme’s logo, with white text in a red square was inspired by Barbara Kruger’s collage work using photos and text. The logo is affixed to the T-shirts, hoodies and hats that come out each season. However, for the past few years, they have also made Oxford shirts, Chino, Selvage Denim, M-65 jackets and pocket T-shirts. It is aimed at artists, architects and graphic designers who would want to go to A.P.C. or Agnès B. in search of calm and casual clothes that fit well and can be worn for a long time. Supreme stores are famous for their impeccable perfection. T-shirts are neatly stacked one by one and the gap between the clothes on the shelves are also precisely aligned. The way to successfully deploy a new brand is simple. A successful brand makes good quality clothes that can be worn for a long time and sell them at reasonable prices. At the same time, it raises consumers’ desire to buy to the limit. But it is not as simple as it sounds. Supreme has found the secret to growing up while observing specific principles. Whether intended or unintentional, it has reversed the order of the fashion industry itself. Supreme’s longtime fan and designer, Alastair McKimm, who is currently the editor-in-chief of <i-D>, says ‘Supreme is leading fashion’. “The reason that Supreme has become such a successful brand and cultivated its influence is because it has managed its brand image from the start. They grew up gradually over time.” (Phelan, 2016) According to him, Supreme is a brand that has led to the establishment of a new form of consumer culture. Limited production which is Suprme’s patent, has become an innovation to the fashion industry. James Jebbia’s solution to solve the problems of inventory management and to stock the products every week was simple but innovative. (Houston, Fennell, 2019) Every Thursday, the events that Supreme fans express as ‘Drop Day’ have been developed as a symbol of Supreme. Sure enough, this concept is currently being borrowed by many brands. (Foley, 2017) The products of Supreme are often designed based on specific references. Twist the legacy of the past and summon it again in Supreme’s style. Digging into the vintage archive and finding the original is also a hobby of Supreme enthusiasts. The excavated reference may be the covers that people are not familiar with, or it may be a vintage military parka that are difficult to get. There is one secret marketing strategy that Supreme uses to increase its customer base. The strategy which still works well after repeating a few times is a collaboration with other brands. Although Supreme is not the founder of brand collaboration, it first proved that collaboration with famous brands can have explosive power when it launched its first collaboration product “Nike x Supreme Snickers” in 2002. (Moran, 2017) Carhartt work in Progress is a brand that reinterprets the identity of brand ‘Carhartt’ in an avant-garde and modern way. Based on a licensed and active partnership with Carhartt in Detroit, Michigan, USA, Carhartt wip presents a collection of workwear and streetwear which is reinterpreted for modern urban lifestyles. It is a brand that maintains the core value of Carhartt: high completeness, durability and comfort and has

8 worldwide recognition and a large fan base. (Carhartt Work in Progress, unknown) In 1889, Hamilton Carhartt founded the Carhartt company in Detroit. Early products were the clothes for work which made of denim and duck canvas. Among them, Duck canvas, represented by the brown colour of ‘Carhartt’, is established as a symbol of the brand. Since its foundation, Carhartt has devoted itself to providing only clothing that seeks the highest perfection, durability and stability under the motto ‘best in class’. In 1989, Carhartt celebrated its 100th anniversary and a new challenge began with the launch of a brand called ‘work in progress’ by Edwin Faeh to enter the European market. (Wikipedia, 2020) (Carhartt Work in Progress, 2011) Carhartt work in Progress has been reborn as a sensible brand that shows aesthetic design and colour by reinterpreting the basis of workwear. In addition, it was able to strengthen its position by collaborating with various brand such as Stüssy and A.P.C. and conducting programmes that support different subculture for example skating and music. Currently, Carhartt work in Progress has become a successful global brand. It has worldwide recognition and a huge fan base. Also, it continuously shows interaction with subculture. Carhartt wip runs its own skating crew and has also released a collection that collaboration with a record label called ‘Motown’. (Kingpin skateboarding, unknown) (Carhartt Work in Progress, 2019) As I briefly explained earlier, Carhartt wip comes from the name of founder Hamilton Carhartt and ‘wip’ stands for ‘work in progress’. The logo of Carhartt work in Progress is a combination of the brandmark of Carhartt and the logotype ‘work in Progress’. The logo was revised once in 1966 and was created with the motif of the Cornucopia to form the current symbol. (Carhartt, unknown) If a consumer is new to Carhartt work in Progress without knowing the brand Carhartt, it is difficult to obtain specific information about the brand by the name itself. However, the logo which seems to symbolize C but also reminds consumers of many shapes, will be able to feel interesting. On the other hand, consumers who have previously known Carhartt can associate the characteristics and existing image of Carhartt by looking at its brand name and logo and this can easily increase brand awareness. Carhartt work in Progress has been known for consistently making products with the highest level of perfection, durability and stability with the same slogan with Carhartt ‘best in class’. Black and Brown colours are the signature colour of both Carhartt and Carhartt work in Progress and the Duck canvas fabric with brown colour is the symbol of the brand. The website of Carhartt work in Progress has one unique feature: categories such as online shop, news and look book are similar to those of other brands, but there is a ‘radio’ section in a ‘journal’ category which can’t see on any other websites. Radio section is where music collections created in collaboration with artists around the world and it is released once a month. It offers a special experience for consumers to visit its website and also induces them to revisit it. In addition, it runs a wide range of popular SNS planforms such as Facebook, Blog, Instagram and YouTube to enhance accessibility, enabling more communication with customers and raising brand awareness. My Final Major Project is to create a global streetwear brand such as Supreme and Carhartt which were previously researched. Through the research, I could find out what brands are, what streetwear brands are and how other brands are created. The name of my brand is ‘Choice’. Choice is a South Korea based global streetwear brand which supports skateboard culture and hip-hop culture which sells comfortable clothes such as sweatshirts and hoodies. Aside from the clothes, it also sells fashion items for instance, shoes and accessories. A lot of goods are made for teenagers and youths and Choice introduces the freedom of young generations. The first 4 characters ‘choi’ is taken from my last name and it has the similar pronunciation with Choi’s. Choice will make clothing that is loved all over the world and customers want,

just like its brand name. My brand name has a double meaning that the word ‘choice’ also means ‘very good in quality and worth having’, meaning that my brand makes good quality clothes. The primary focus of Choice is communication with the customers. It strives to expand its ideas and creativity as one of the global streetwear brands insists comfort and freedom. By providing high quality products and services, consumers are basically committed to reliability. Choice makes good quality products at the level of luxury brands, but we also offer at affordable prices for youth customers to buy. The logo is made with the alphabet ‘C’ ‘H’ ‘O’ ‘I’ ‘C’ ‘E’ in black and white. ‘Trust you, Trust us’ is the tagline which means trust yourself for choosing the products of ‘Choice’ and trust the products. The brand is using various photographs for advertising and videos. As ‘Choice’ is based on hip-hop culture and skateboard culture, dark images will be used. If the colours are bright, most of them are high saturation. Furthermore, I am going to analyse my brand ‘Choice’ and compare it with the research which I did before. Mostly, global brands are from America or Europe, such as Supreme and Stussy. The reason for this cannot be pinpointed, but it can be inferred that the fashion of people in English-speaking cultures has been influenced worldwide by the fact that Britain has ruled many countries around the world since the second World War and English has been used as a world’s lingua franca. And also, it seems that American brands have become popular all over the world because of the large size of trade in the United States. Of course, there are many world-famous brands in Asia, but they leg behind those in the United States and Europe. Nevertheless, I have created a brand based in South Korea. My brand ‘Choice’ will be a global streetwear brand such as Supreme and Stussy, but the style of the brand itself will be all different because of the culture difference. In addition, even if it will be a famous brand from all over the world, the concept will be different as it has its own main target country. ‘Choice’ represents the brand’s signature by combining ‘brandmark’ and ‘logotype’ to create a single logo. Both Supreme and Stussy use only ‘logotype’ as their brand logo, but my brand uses ‘brandmark’ as a priority. Through the research, I have found that streetwear brands normally use vivid colour or there are many brands that have a concept of black and white with dark images. The overall colour of my brand is black and white, but #ed1c24 red and #fff200 yellow can be used together for the highlights. Looking at the colour of the previous project, I have used various colours for example, pink, green or blue but, for this project I have rarely used colours to give the feeling of ‘streetwear’. Marketing and advertising are considered the most important things in a brand and I have applied my brand logo on various marketing items. ‘Choice’ can be introduced and promoted through business papers, social networks, websites and pop-up shows, and the brand can its consumers our products and who the brand is. Now, I understand that there are a lot of necessary elements and a lot of things to design to create a brand. Although my brand ‘Choice’ is not comparable to the world-famous brand which I have researched, it seems to contain all the brand elements they have. These days, the public chooses products based on brand value and actively consumes brand image. Therefore, it is most important to strengthen the identity of the brand with a fresh and unique brand identity. In my opinion, ‘Choice’ is a good representation of the visual language that fits the brand name and vision. However, the goal was to create a brand that doesn’t use a lot of colours and stands out even with less flashy colours, but the use of colour is too simple and monotonous and sometimes it can become a brand that is not easily noticeable. Nowadays, I think it would be better to make a point that can appeal to consumers more as the brand identity is more important than the corporate identity. Successful brand identity adapts more flexibly to rapidly changing market condition and it is the most effective way to differentiate itself from other companies while also allowing consumers to trust the brand’s value. 87

09 BIBLIOGRAPHY

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List of Illustrations

Figure 1. Balenciaga ugly shoes [Photograph] At: https://www.bbc.co.uk/news/ newsbeat-45626665 (Accessed on 19.02.20) Figure 2. Livestock branding irons [Photograph] At: https://www.room8interiors.co.uk/en-GB/ decorative/18th-century-branding-irons/prod_11517#.Xk1LEC2cb-Y (Accessed on 19.02.20) Figure 3. Fashion [Photoshoot] At: https://www.vogue.co.uk/gallery/london-fashion-weekstreet-style-2016#0VdGKAyl2Kl (Accessed on 19.02.20) Figure 4. Bohemian [Photoshoot] At: https://alexnld.com/product/bohemian-women-floral-printv-neck-long-maxi-dresses/ (Accessed on 19.02.20) Figure 5. Casual [Photoshoot] At: https://www.listal.com/viewimage/11756737 (Accessed on 19.02.20) Figure 6. Goth [Photoshoot] At: https://khymeira.tumblr.com/post/31588253157 (Accessed on 19.02.20) Figure 7. Grunge [Photoshoot] At: http://glamradar.com/fashion-must-haves-for-a-grunge-girlswardrobe/ (Accessed on 19.02.20) Figure 8. Preppy [Photoshoot] At: https://www.countryclubprep.com/blogs/fox-tales/6-preppystyle-tips-for-women (Accessed on 19.02.20) Figure 9. Punk [Photoshoot] At: http://womanideas.wuvely.ru/534925-new-fashion-style-edgysoft-grunge-punk-ideas.html (Accessed on 19.02.20) Figure 10. Rocker [Photoshoot] At: https://www.justthedesign.com/rocker-outfits-the-ultimate-inrocker-girl-style-and-how-you-achieve-the-look/amp/ (Accessed on 19.02.20) Figure 11. Sportswear [Photoshoot] At: https://www.prettylittlething.com/prettylittlething-navybanded-leggings.html (Accessed on 19.02.20) Figure 12. Street [Photoshoot] At: https://www.gvg.co.kr/main/main_0203.asp?gid=1348&gal_ year=0&lang=kr (Accessed on 19.02.20) Figure 13. Tomboy [Photoshoot] At: http://wardrobefocus.com/tomboy-style-for-women-to-trythis-2018/ (Accessed on 19.02.20) Figure 14. Vintage [Photoshoot] At: https://inspirationi.com/vintage-fashion-photography/ (Accessed on 19.02.20) Figure 15. Streetwear fashion [Photoshoot] At: https://sg.carousell.com/p/korean-sports-hiphop-trendy-jacket-outwear-couple-wear-190141885/ (Accessed on 19.02.20) Figure 16. Streetwear fashion [Photoshoot] At: https://menez.co.ke/how-to-properly-cutsomeone-tf-off/ (Accessed on 20.02.20) Figure 17. Streetwear fashion [Photoshoot] At: https://medium.com/@jbledivelec_42628/2experimenting-with-instagram-ar-filters-off-white-face-masks-d97bc9ad9760 (Accessed on 20.02.20) Figure 18. Streetwear fashion [Photoshoot] At: https://milled.com/stockx-holdings-llc/supremess19-accessories-sweats-tees-and-more-OWf9AoCOukbjudiR (Accessed on 20.02.20) Figure 19. Streetwear fashion [Photoshoot] At: http://fashionmylamagazine.whowhatwear. ru/480709-fashion-photography-street-male-61-ideas.html (Accessed on 20.02.20) Figure 20. Streetwear fashion [Photoshoot] At: https://www.are.na/block/2286167 (Accessed on 20.02.20) Figure 21. Streetwear fashion [Photoshoot] At: https://hypebae.com/2017/11/one-item-twoways-off-white-industrial-belt (Accessed on 20.02.20) Figure 22. Streetwear fashion [Photoshoot] At: http://fashionmeadowblog.feminatalk.ru/61455360-ideas-for-fashion-style-for-teens-simple-christmas-gifts.html (Accessed on 20.02.20)

Figure 23. Streetwear fashion [Photoshoot] At: http://fuckingyoung.es/new-school/ (Accessed on 20.02.20) Figure 24. Streetwear fashion [Photoshoot] At: https://www.thecoolhour.com/2016/03/hlzblzpays-tribute-mi-vida-loca-new-collection/ (Accessed on 20.02.20) Figure 25. Kith [Photoshoot] At: https://kith.com/blogs/lookbooks-women/kith-women-glitterlookbook (Accessed on 20.02.20) Figure 26. Kith hoodie [Photograph] At: https://kith.com/blogs/treats/kith-treats-takes-overnational-cereal-day (Accessed on 20.02.20) Figure 27. Kith jacket [Photograph] At: https://kith.com/products/kith-laight-denim-jacket-hosu2-0-wash (Accessed on 20.02.20) Figure 28. Kith store [Photograph] At: https://www.billboard.com/articles/news/ lifestyle/7751428/how-kith-came-to-rule (Accessed on 20.02.20) Figure 29. Kith store [Photograph] At: https://www.complex.com/style/2017/08/kith-treatsopens-tokyo-location (Accessed on 20.02.20) Figure 30. Kith tag [Photograph] At: https://global.rakuten.com/en/store/dainago/item/othtee196-grey/ (Accessed on 20.02.20) Figure 31. Kith paper bag [Photograph] At: https://poshmark.com/listing/KITH-Black-ClassicLogo-Shopping-Bag-Tote-NYC-5d672024b3e917239b23f809 (Accessed on 20.02.20) Figure 32. MLB [Photoshoot] At: https://fy-exo.com/post/178262205602 (Accessed on 20.02.20) Figure 33. MLB shoes [Photograph] At: https://blog.naver.com/hyunock31/221737440316 (Accessed on 20.02.20) Figure 34. MLB outfit [Photograph] At: https://pikdo.biz/p/kkoba_ sneaker/2115915940280439553_8558879618 (Accessed on 20.02.20) Figure 35. MLB posters [Photograph] At: https://blog.naver.com/alclstjwns/221063550048 (Accessed on 20.02.20) Figure 36. MLB goods [Photograph] At: https://www.lazada.com.my/products/mlb-koreanversion-of-the-baseball-cap-men-and-women-yanji-team-ny-hat-soft-top-small-cap-hat-couplehat-wild-adjustable-fashion-casual-hat-858392-i573284410-s1146072893.html (Accessed on 20.02.20) Figure 37. MLB store [Photograph] At: https://m.post.naver.com/viewer/postView. nhn?volumeNo=26930139&memberNo=11702619&vType=VERTICAL (Accessed on 20.02.20) Figure 38. MLB store [Photograph] At: http://www.mlb-crew.com/contents/view.asp?no=67 (Accessed on 20.02.20) Figure 39. Adidas shoes [Photograph] At: https://poshmark.com/listing/ADIDAS-NMDP1-in-Samon-5af0a91105f4307c43a8183e?utm_campaign=%7Bcampaignid%7D&utm_ source=pinterest_feed&item_group_id=PG_5af0a91105f4307c43a8183e (Accessed on 20.02.20) Figure 40. Adidas jacket [Photograph] At: https://www.thechimpstore.com/ collections/all/products/adidas-originals-ryv-blkd-track-pant-fluorescent-orangeblack?variant=29609568075889 (Accessed on 20.02.20) Figure 41. Adidas socks [Photograph] At: https://weheartit.com/entry/241879900 (Accessed on 20.02.20) Figure 42. Adidas sign [Photograph] At: https://www.altavia-group.com/en/non-classe-en/ adidas-originals-to-open-renewal-flagship-store-in-gangnam-seoul-2/ (Accessed on 20.02.20) Figure 43. Adidas store [Photograph] At: https://opusfidelis.com/insights/what-can-marketerslearn-from-shoebox-packaging/ (Accessed on 20.02.20)

Figure 44. Adidas tag [Photograph] At: https://www.shpock.com/en-gb/i/XJdWdfEQJlhNPC4E/ new-adidas-jacket (Accessed on 20.02.20) Figure 45. Adidas [Photoshoot] At: https://hypebae.com/2016/11/adidas-originals-2016-fallwinter-tubular-lookbook (Accessed on 20.02.20) Figure 46. Fila shoes [Photograph] At: https://www.gq.com/story/fila-disruptor-2-sneaker-of-theweek (Accessed on 21.02.20) Figure 47. Fila sweatshirt [Photograph] At: https://www.fila.co.uk/nicoline-sweatshirtlw933179-411.html (Accessed on 21.02.20) Figure 48. Fila paper bag [Photograph] At: http://m.bless-packing.com/paper-bag/kraft-paperbag-with-handle/kraft-paper-bag-with-twist-loop-handle.html (Accessed on 21.02.20) Figure 49. Fila tag [Photograph] At: http://www.bintangtimursemesta.com/blog/7/what-youmust-know-before-buying-hang-tag.html (Accessed on 21.02.20) Figure 50. Fila store [Photograph] At: https://www.thestorefront.com/mag/inside-filas-first-everheritage-pop-up-store/ (Accessed on 21.02.20) Figure 51. Fila sign [Photograph] At: https://gallery.businesssigns.net/sportswear-brand/fila/3dled-side-lit-signs-with-painted-acrylic-front-panel-for-fila.html (Accessed on 21.02.20) Figure 52. Fila [Photoshoot] At: https://btsdiary.com/2020/01/19/picture-bts-x-fila-2/ (Accessed on 21.02.20) Figure 53. Supreme t shirt [Photograph] At: https://www.towntiger.win/collections/tee-unisex/ products/supreme-snoopy-short-sleeve-t-shirt-unisex-tees-couples-t-shirt-street-fashion-tee (Accessed on 21.02.20) Figure 54. Supreme outfit [Photograph] At: https://weheartit.com/entry/296859186 (Accessed on 21.02.20) Figure 55. Supreme stickers [Photograph] At: https://sobump.com/products/IZyCUeHVHhSupreme-Sticker--1X- (Accessed on 21.02.20) Figure 56. Supreme plastic bag [Photograph] At: https://jwongboutique.com/shop/supremeretail-shopping-bag-small-pack-of-3/ (Accessed on 21.02.20) Figure 57. Supreme sign [Photograph] At: https://www.highsnobiety.com/p/supreme-storeguide/ (Accessed on 21.02.20) Figure 58. Supreme store [Photograph] At: https://www.nssmag.com/en/fashion/13276/ supreme-to-hire-a-chief-financial-officer (Accessed on 21.02.20) Figure 59. Supreme [Photoshoot] At: https://setuptheupset.com/post/139425963747/streetstyle-streetwear-uncovered (Accessed on 21.02.20) Figure 60. Puma X Alexander Macqueen [Photograph] At: https://sneakerbardetroit.com/puma-thunder-spectra-release-date-pricing/ (Accessed on 21.02.20) Figure 61. Nike X Stone Island [Photograph] At: http://www.soletopia.com/2016/09/colorfulwindbreakers-from-nike-stone-island-collaboration/ (Accessed on 21.02.20) Figure 62. Puma X MCM [Photograph] At: https://feature.com/blogs/feature-sneaker-boutique/ puma-x-mcm-apparel-coming-soon (Accessed on 21.02.20) Figure 63. Kith X Versace [Photoshoot] At: https://kith.com/blogs/news/kith-x-versace-lookbook (Accessed on 21.02.20) Figure 64. Kith X Versace padded jacket [Photoshoot] At: https://kith.com/blogs/news/kith-xversace-lookbook (Accessed on 21.02.20) Figure 65. Kith X Versace shoes [Photoshoot] At: https://kith.com/blogs/news/kith-x-versacelookbook (Accessed on 21.02.20)

Figure 66. MLB X Gucci [Photoshoot] At: https://www.harpersbazaar.com/fashion/designers/ a14427661/gucci-yankees-hats/ (Accessed on 21.02.20) Figure 67. MLB X Gucci shoes [Photoshoot] At: https://www.gucci.com/int/en/st/capsule/ majorleaguebaseball (Accessed on 21.02.20) Figure 68. MLB X Gucci bag [Photoshoot] At: https://www.gucci.com/int/en/st/capsule/ majorleaguebaseball (Accessed on 21.02.20) Figure 69. Adidas X Prada [Photograph] At: https://sneakerbardetroit.com/prada-adidassuperstar-release-date/ (Accessed on 21.02.20) Figure 70. Adidas X Prada [Photograph] At: https://sneakerbardetroit.com/prada-adidassuperstar-release-date/ (Accessed on 21.02.20) Figure 71. Adidas X Prada [Photograph] At: https://www.adidas.co.uk/prada (Accessed on 21.02.20) Figure 72. Fila X Fendi [Photoshoot] At: https://www.graziame.com/style/fashion/prepare-towant-all-of-fendi-manias-capsule-collection (Accessed on 21.02.20) Figure 73. Fila X Fendi t shirt [Photoshoot] At: https://www.net-a-porter.com/us/en/ product/1082282 (Accessed on 21.02.20) Figure 74. Fila X Fendi bag [Photograph] At: https://footwearnews.com/2018/fashion/trends/ logo-mania-trend-90s-fendi-fila-asics-518423/ (Accessed on 21.02.20) Figure 75. Supreme X Louis Vuitton [Photoshoot] At: https://www.vogue.fr/vogue-hommes/ fashion/diaporama/pop-up-louis-vuitton-x-supreme-collaboration-sold-out-paris/44282#kevinbradley-pour-louis-vuitton-x-supreme_image10 (Accessed on 21.02.20) Figure 76. Supreme X Louis Vuitton slides [Photograph] At: https://poshmark.com/listing/LouisVuitton-x-Supreme-slides-59a716e3182c7138ea02d708 (Accessed on 21.02.20) Figure 77. Supreme X Louis Vuitton bag [Photograph] At: https://www.taiwannews.com.tw/en/ news/3210904 (Accessed on 21.02.20) Figure 78. Streetwear [Photoshoot] At: https://www.soccerbible.com/performance/football-apparel/2019/04/nike-launch-atlĂŠticonacional-2019-lookbook/ (Accessed on 22.02.20) Figure 79. Streetwear [Photoshoot] At: http://m.newsa.co.kr/news/articleView. html?idxno=130642#09Xa (Accessed on 22.02.20) Figure 80. Brand name [illustration] At: https://ko.aliexpress.com/item/32898815572.html (Accessed on 22.02.20) Figure 81. Brand name [illustration] At: https://logos-download.com/5276-huf-logo-download. html (Accessed on 22.02.20) Figure 82. Brand name [illustration] At: https://www.reddit.com/r/identifythisfont/ comments/32o1u7/open_questionwhat_font_is_undercover_using/ (Accessed on 22.02.20) Figure 83. Brand logo [Photograph] At: https://jllsly.com/supreme-floral-wallpapers-full-hd/ (Accessed on 22.02.20) Figure 84. Website [Screenshot] At: https://www.carhartt-wip.com/en (Accessed on 22.02.20) Figure 85. Signage [Photograph] At: https://www.londondesigneroutlet.com/2019/05/23/iconicsportswear-brand-champion-is-now-open/ (Accessed on 22.02.20) Figure 86. Brand book [Photograph] At: https://www.jakerichards.me/nike-365 (Accessed on 22.02.20) Figure 87. Brand guideline [Screenshot] At: https://cdn.shopify.com/s/files/1/0130/1012/ products/carhartt_brand_book_7_1_1024x1024.jpg?285 (Accessed on 22.02.20)

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