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table of contents
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Brand Research
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Fact Sheets
Personas
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Brand Grid
Competitors
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The Earth is what we all have in common. —Wendell Berry, Author
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01 Brand Research | History Potential for redesign Future Expansion Core of the Brand Competitors KeyWords History Timeline
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Esprit De Corp
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Brand Research
Esprit de corp (1968-) by Esprit Holdings Limited Esprit Holdings Limited is a publicly owned manufacturer of clothing, footwear, accessories, jewelry, and housewares under the Esprit label. The ESPRIT brand name is licensed to other manufacturers. In addition, the group owns the Red Earth cosmetics brand.
HISTORY In 1979, the Esprit logo was developed by John Casado. The 1980s saw the introduction of the "Real People Campaign", which was shot by photographer Oliviero Toscani, using architects and designers for its projects, starting with Italian Ettore Sottsass, who developed the first Esprit Europe Head-quarters in DĂźsseldorf. He established the overall concept of the stores in the style of the Memphis design movement.
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Architects and designers included Antonio Citterio and Norman Foster. In February 2012, Esprit announced that it planned to close all retail stores in North America because they were not competitive in this market and were losing money. In December 2015, Esprit announced it would be returning to the Canadian market.
Brand Research
Encourage people to cares about the social issue through not only the products but also
CURRENT
FUTURE EXPANSION
Alternative Apparel People Tree Amour Vert
ADJACENT
Compared with other fast fasion, Esprit's garments and accessories are of high quality and comfortable fabrics. Although the store design is standard, Esprit has a relatively low price and a relatively high quality, so it is believed that there is still a large development space and possibility.
COMPETITORS
TOMS Burt's Bees LUSH
FUTURE
POTENtIAL FOR REDESIGN
B Lab 350 WWF
the activities.
CORE OF THE BRAND Classic California casual style. “Care mind, not age” is their design concept. Esprut stands for a dynamic, collaborative, idealistic, and optimistic lifestyle.
LITERAL
KEYWORDS RELAXED
AUTHENTIC
EARTH-FRIENDLY
ABSTRACT
ASPIRATIONAL
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Esprit De Corp
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History timeline
1981 Esprit Kids was launched with its own mail order catalogue.
1986 A European design center in DŸsseldorf was built, and Esprit opened its first store in Germany.
1964 San Francisco designer Susie Russell met Doug Tompkins on the road near Lake Tahoe, California.They married 6 months later.
1984 The mail order catalogue was discontinued.
1971 The company was incorporated as 'Esprit de Corp. 7 product lines had been developed.
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1968 Susie and Doug's dressmaking business with partner, Jane, was expanding fast.
1983 Esprit's first freestanding retail store opened in Hong Kong.
1979 John Casado designed the famous Esprit logo.
1987 Esprit expanded its operations into T the Netherlands, Belgium and Denm
1985 Retail operations began in Singapore.
History Timeline
1995 Esprit Europe commited to exclusive use of organic cotton in its clothing.
1993 Esprit's Asian distribution business listed on the Hong Kong Stock Exchange as Esprit Asia Holdings Limited.
2012 Esprit announced that it planned to close all retail stores in North America because they were not competitive in this market and were losing money.
1997 Esprit Asia Holdings Ltd acquired Esprit Europe, Esprit Sourcing, 63% Esprit International and 5% Esprit US. 1988 Esprit International was created to manage and develop the trademark and brand of Esprit worldwide.
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Taiwan, mark.
1994 Esprit introduced its first collection of Dr. Seuss products for children.
1990 Susie, Michael Ying and JŸrgen Friedrich shared ownership of the company worldwide.
1998 The company gained a secondary listing on the London Stock Exchange.
1996 Esprit served 44 countries worldwide and had creative offices in Hong Kong, DŸsseldorf and San Francisco.
2015 Esprit announced it would be returning to the Canadian market.
The greatest threat to our planet is the belief that someone else will save it. —Robert Swan, Author
CHAPTER
02 Fact sheet | The brand soul New mission statement Rebranding objective Audience Spectrum Products/ Services/ Experiences they offer
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Esprit De Corp
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fact sheet
the brand soul
Audience Spectrum
Esprit is an eco-friendly brand that advocates environmental protection and cares global issue in numerous ways.
People age between 25-65, who value environmental protection, sustainable development and humane treatment of animals.
new mission statement Support the idea of earth-friendly to encourage people to engage with social issues.
rebranding objective Esprit choosing more sustainable materials and create relative policy to protect the planet, so that the customer can “feel good to look good.” The strategy is called: Design Smart, the detail including:
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• Using Sustainable materials • Better Processes • Animal Welfare • Design Long-Lasting Products
Products/ Services/ Experiences they offer Jackets & coats Dresses Jumpers & cardigans Jeans Trousers T-shirts & long sleeves Blouses Skirts Blazers & suits Shoes Lingerie & nightwear Accessories Swim & beach Sports Maternity clothes 80's collection
Fact Sheet
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The Earth is a fine place and worth fighting for. —Ernest Hemingway, Author
CHAPTER
03 personas
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Esprit De Corp
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personas
Sara
Paul
The Nature-Loving Blogger Student | Age 23 | Seattle, WA
The Sea Turtle Adopter Teacher | Age 40 | Fremont, CA
Sara pays attention to the environment because she loves beautiful and natural things.
Paul has a great body shape because he goes surfing every weekend.
Sara spends a lot of time running a blog because she likes to share her opinions on her blog.
Paul spends a lot of money on himself because he doesn't have kids.
Sara spent a lot of time on her appearance because she cares about how people thought about her.
Paul considered himself as an environmentalist because he cares about the ocean.
Sara cares about whether the things she uses are organic or not because she thinks natural and ecofriendly is a trend now. 016
Sara is very particular about her clothes because she feels comfortable when wearing pretty dresses. Sara especially likes brands with faith because she wants something meaningful. Sara against animal testing because she loves animals.
Paul loves low-key-designed clothes because he likes a simple clothing style. Paul recently adopts a sea turtle on the WWF because he wants to do his part for the sea. Paul pays attention to the material of his stuff because he values the quality of life. Paul doesn't buy fast-fashion clothes because he is not a man who will go with the flow.
Personas
Mariah
Smith
The Cheap Thrill Lover Waitress | Age 37 | Pacifica, CA
The Beach Cleaner Computer Engineer | Age 45 | Los Angeles, CA
Mariah has a hard time because she recently divorces.
Smith attaches great importance to education because he has two kids.
Mariah doesn't have enough time to shopping because she has three kids. Both of them are in elementary school.
Smith against animal testing because he has two cats.
Mariah is very busy because she works two jobs a day. Mariah is not a big fan of organic stuff because she cares price more than quality. Mariah likes to go to the second-hand shop because she doesn't have enough money to spend. Mariah usually buys a lot of microwave food because she often too busy to prepare food for her kids. Mariah seldom buys new clothes because she doesn't care about her outfit.
Smith likes to use eco-friendly products because he cares about the environment. Smith joins a beach-cleaning club because he thinks it is an way to participate in environmental protection. Smith's family pays attention to recycle because they think this can help reduce the waste of resources. Smith always feels proud because he and his family all choose eco-friendly products. Smith doesn't buy fast fashion clothes because he cares about the manufacturing process of the clothes.
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Kim
Johnathan
The Impulsive Consumer Student | Age 18 | Denver, CO
The Couch Potato Construction Worker | Age 32 | Pittsburgh, PA
Kim has trouble saving money because she can not refuse the discount item.
Johnathan seldom goes outside because he rather watches TV shows at home.
Kim likes to shopping because she feels satisfied when owning new clothes.
Johnathan spent all his money on himself because he is single and lives by himself.
Kim likes fast fashion brands like GAP or forever 21 because it is relatively cheap. Kim spent a lot of time on the internet because she is a heavy user of Instagram and Twitter.
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Kim recently became interested in environmental issues because she notices many bloggers are using eco-friendly products. Kim's newest favorite blogger is Sara because Sara cares about the environment and fashion at the same time. Kim likes to get dressed up because she is very confident about how she looks.
Johnathan is not a big fan of organic because he likes to eat fast food and microwave food. Johnathan doesn't care about the environment at all because he thinks that's not his business. Johnathan always wears the same few clothes because he doesn't care about his outfit. Johnathan is not interested in eco-friendly because he thinks this makes product expansive. Johnathan doesn't care about the brand because to him, they are all the same.
Personas
Yuko
Max
The Minimalist Illustrator | Age 28 | Pittsburgh, PA
The Animal Lover Baker | Age 55 | Pasadena, CA
Yuko likes minimalism because she likes simple and elegant things.
Max cares about animals issues because he has five dogs in his family.
It takes time for Yuko to buy something because she intensely cares about the product's quality.
Max and his family love to spend time with their dogs because they love animals
Yuko pays attention to environmental issues because she thinks it is our responsibility to protect the Earth. Yuko likes the simple design because she considers low-key to be her aesthetic of life. Yuko seldom buy new clothes because she cares about clothes' texture and materials. Yuko seldom do make do because she thinks the inner beauty is more important. Yuko against animal testing products because she loves animals.because
Max refuses to use any product which takes animal testing because he thinks it is brutal. Max recently donates money to World Animal Protection because he wants to help animals in the world. Max volunteers with his son at the shelter during the weekends because his son loves animals, too. Max likes to wear t-shirts and short pants because he really enjoys California's lifestyle. Max doesn't like fancy or luxury brands because he thinks it is too expansive.
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Never doubt th a small group of thoughtful commit ted citizens can change the world; indeed is the only thin that ever has. —Margaret Mead, Cultural anthropologist
hat p l,
d, it ng
CHAPTER
04 Brand grid | Current Aspirational
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Esprit De Corp
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brand grid
ESPRIT
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Current
Brand Grid
ESPRIT
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Aspirational
No no No no
water, life. life blue, green.
—Sylvia Earle, Oceanographer
CHAPTER
05 Competitors | Current Competitors Adjacent Competitors Future Competitors
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Esprit De Corp
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current competitors
Esprit's current competito that cares about sustainab animal welfare.
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Alternative Apparel
People Tree
Amour Vert
Stella McCartney
Finisterre
Alternative is a fashion lifestyle brand best known for comfort, simplicity and its commitment to sustainability.
People Tree is a fashion industry brand well-known for using organic fabrics and natural dyes to create their designs.
Amour Vert is a California-based fashion brand. Their production is precise to ensure no excess waste, and 97% of their clothing is made locally in San Francisco to reduce transportation needs and their overall carbon footprint.
Stella McCartney is a brand having a positive effect on both the fashion industry and the world, through reducing our environmental impact on the planet, and social sustainability by creating a fair and respectful supply chain.
Finisterre is a brand inspired by the sea, style, and reducing harm to the earth’s eco-system.
Current Competitors
ors are the fashion brands bility, eco-friendly, and
Matt & Nat
Thought Clothing
Pact
Reformation
EcoVibe
Matt & Nat (short for “Material and Nature�) is a cruelty-free fashion brand that uses 100% vegan and sustainable materials.
Thought Clothing is a natural and ecofriendly fashion brand that using sustainable fabrics like hemp, bamboo, and organic denim.
Pact is the fashion brand that uses eco-friendly organic cotton and avoids the use of chemicals.
Reformation is a eco-friendly brand who uses ethical and sustainable methods to produce its apparel line
EcoVibe is the brand that ensures its clothing is ethically produced whenever possible. In addition, the brand participates in 1% For the Planet each year and gives back to environmental causes.
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Esprit De Corp
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Adjacent Competitors
Esprit's adjacent competit cares about sustainability welfare (not only fashion)
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TOMS
Beyond Meat
Lush
Patagonia
Wipro EcoEnergy
TOMS is the brand committed to sustainability. They designs and markets shoes — as well as eyewear, coffee, apparel, and handbags.
Beyond Meat is a Los Angelesbased producer of plant-based meat substitutes founded in 2009 by Ethan Brown.
Lush is a cosmetics brand that dedicated to delivering ecofriendly products and practices to its community.
Patagonia is a activewear retailers, selling snow gear to sleeping bags that appeal to the allthings-adventure crowd.
Wipro EcoEnergy is a consulting company providing intelligent and sustainable solutions for enterprise-wide energy operations and efficiency management.
Adjacent Competitors
tors are the brands that , eco-friendly, and animal ).
Burt's Bees
The Body Shop
Pela
Bambu
Kaffee Form
Burt's Bees is an earth friendly company that makes natural personal cares product.
The Body Shop is a cosmetics, skincare, and perfume company that well-known for community trade and the dedication of reducing environmental footprint.
Pela is a brand that manufacturing 100% biodegradable phone cases and other accessories.
Bambu is a brand that manufacturing compostable dinnerware and home goods like cork bowls, serving boards, and napkins.
Kaffee Form is a company actually makes coffee cups from actual coffee grounds though a process that incorporates local coffee shops in their hometown of Berlin.
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Esprit De Corp
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Future Competitors
Esprit's future competitors the service companies that sustainability, eco-friendl and other social issues.
Greenpeace
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Greenpeace is a non-governmental environmental organization that states its goal is to “ensure the ability of the Earth to nurture life in all its diversity.”
World Wildlife Fund
B Lab
World Wildlife Fund is an international non-governmental organization that aims to “stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature.”
B Lab is a non-profit organization that aim to create value for society, not just for traditional stakeholders such as the shareholders.
One Percent For the Planet One Percent For the Planet is a global network of businesses, nonprofits, and individuals working together for a healthy planet.
One Tree Planted One Tree Planted is a nonprofit based in Vermont with a mission to make it easy for people to help the environment.
Future Competitors
s are the products and cares about ly, animal welfare,
5 Gyres Institute
350
Fibershed
The Eden Projects
5 Gyres Institute is a nonprofit dedicated to empowering individual and collective actions against the global crisis of plastic pollution.
350 is a nonprofit whose primary missions are to keep carbon in the ground, help build a more equitable zero-carbon economy, and hold governments accountable for limiting their emissions.
Fibershed is a nonprofit that dedicates itself to educating the public about the environmental benefits of decentralized textile systems, and also works to connect farmers, ranchers, and producers to each other and with end consumers.
Eden Projects is a nonprofit on a mission to employ impoverished peoples through reforestation.
Worn Again Technology Worn Again Technology is a company that aims for the outputs from there process to compete with virgin resource prices while saving energy and bringing them closer to a waste-free, circular resource world.
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sources owler.com mbaskool.com referenceforbusiness.com wwd.com
Instructor _ Hunter Wimmer Support Instructor _ Monica Berini
Design _ kelly Chen
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