The brand

Founded in 2008, The Kooples is a young family ready-towear French brand. Created by three brothers, Alexandre, Laurent and Raphael Elicha, the sons of the founders of the French ready-to-wear Comptoir des Cotonniers brand. The capital of the company is shared between the Elicha family, which owns most of it, and the LBO France investment fund. In 2012 was launched The Kooples Sport. The brand had a strong start and a meteoric rise with a mysterious successful advertisement about real couples, love and music. The clothes for women and men are mixed and androgynous presented itself as a high street brand dressing up the couple, therefore its name koople is an English form of the French word: couples. The store fitting room is mixed, the clothe's cut are similar and compatible for both genres, and the inspiration is found in rock music, vintage mindset and easygoing attitude (Drapers, 2011)

The Brand Identity

The kooples illustrate a cool, stylist and cosmopolita attitude. The brand core relies on authenticity, wearing women and men who are chic and have a love for vintage, consumer can express themselves trough the personality of subcultures. Has a dominant relationship with music try to maintain the link between the edgy and trendy mindset with the youthful sophisticated professional look.

In consonance with Kapferer's Brand Identity Prism, first introduced in 1992, i could analyse the identity of the brand by attempting to carachterize the internal and external aspects of the brand as we can see in the figure 4, the diagram below (Posner, 2017)