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Introduction
This book is one of five that aims to explore the many techniques, traditions and sectors that branding has, is and will continue to thrive in. The focus of this book is Fashion and Retail

Retail [/rtil:] Noun The sale of goods to the public for use or consumption rather than for resale.

About
Through collaboration and previous work experience my design practice has been heavily influenced by the fashion and retail sectors of branding. This publication has sourced work from seven of the best fashion and retail branding companies of the modern day. It explores the subtly, simplicity and literacy that is of paramount importance in the successful creation and preservation of the twenty first century fashion or retail brand.

Very Case Study 500 million in five years Shop Direct Group is one of the biggest and longest standing home shopping businesses in the UK. In 2008 all its brands offered the same products through a virtually identical shopping experience, mainly based on catalogue shopping. The challenge set to Wolff Olins was to develop a new, differentiated brand that would create 500 million sales in 5 years by attracting a loyal, younger demographic, transitioning Shop Direct Group from a mail order business to a leading online retailer. A new way to shop - better together After studying its current customers, looking at successful brands both within and out of the retail world and identifying the core strengths of the business, Wolff Olins created a new, future-facing brand called Very, based on a network comprised of customers, buyers and brands. This continuous feedback loop enables customers to influence and interact with each other as well as contribute to business decisions such as product assortment and special pricing offers. The brand lives on and off line and we defined and developed the key touch points such as the website, product directory, magazine and events throughout the UK.

Studio: Wolff Olins

Source: http://www.underconsideration.com

Innovation platform Shop Direct Group and Wolff Olins worked quickly and collaboratively on the Very brand, with just 10 months from inception to launch. Pre-launch events inviting customers to join the network generated enthusiastic reactions to the new brand, which launched on 5th July 2009.

Studio: Construct

Source: http://www.constructlondon.com

Mulberry Branding
An ongoing programme of work, which started in 2006, has included the refinement of the Mulberry logotype and famous tree marque, corporate communications, environmentally responsible packaging, as well as branding and communications guidelines for Mulberry Seasons Christmas 2009, AW2010, SS2011, AW2011, SS2012 and AW2012.

French Connection Case Study

French Connection have that age-old challenge: when is the time right to move on? There is no denying that FCUK has been one of the most inspired, outrageous and successful brand communication ideas of the past twenty years. But there comes a time when a brand has to look to the future and decide how long a single idea can last without becoming tired. 'i-am' were asked by Stephen Marks in 2007 to give a view on the future brand positioning and strategy for the French Connection brand. The competition is hotter and fiercer than ever and the business is now looking for the best direction to take the brand.

Based on extensive research 'i-am' advised that the FCUK communication idea had become bigger than the brand and was becoming as much a constraint as a driver of growth. Throughout 'i-am' pointed to a series of new thoughts that would take the brand on and make it a differentiated and compelling offer for today's sophisticated customer.

Studio: I Am Associates

Source: http://www.i-amonline.com

The French Connection management team have taken the 'i-am' review findings and proposals into consideration as part of their decision making process for the future.

Private White V.C.

Iconic British Menswear Nestled in the heart of Manchester, one of the worlds first industrial cities, is Private White V.C. The brand is currently run and managed by Private Jack Whites own great grandchildren, sharing his undying love, passion and dedication to British textiles and the local industry. All garments are expertly crafted in the Private White V.C. factory, where they endeavor to design and develop high quality garments using only the finest regionally sourced fabrics, trims and materials. Private White approached Vast to create a distinctive bespoke brand identity and e-commerce website. The brand identity needed to retain the unique heritage whilst embracing the modern approach to menswear online retail. Vast have been closely involved with the positioning of Private White V.C. into a premium menswear label including photography, website design, in-store POS, advertising and management along with various online campaigns.

Studio: Vast

Source: http://www.wearevast.com

Foxhall
Taking its name and inspiration from Londons historic Vauxhall Pleasure Gardens, Foxhall equips men for the pursuits and pleasures of modern London life. The companys beautifully tailored but highly functional clothes are designed for the professionally urban men who are in tune with the city and have adapted their lifestyles to match. Our task was to create a website that would connect with these consumers and bring Foxhalls distinctive brand values to life.

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Source: http://www.bostockandpollitt.com/

Studio: Bostock and Pollit

The Solution
Our design for the website reflects the styling of Foxhalls clothes crisp, clean and functional. Photography focuses on urban settings and backgrounds, and the colour palette is derived from urban environments. We developed Foxhalls bold, stencil-like typography and made it a central feature of the design, giving the site a masculine yet elegant appeal. The websites Look book and blog sections give shoppers style inspiration, as well as connecting them with the history and ideas behind the brand.

Harvey Nichols
Construct created a limited-edition carrier bag design for Harvey Nichols to commemorate a year of key British celebrations. The new design uses London-inspired iconography in a year during which the Queens Diamond Jubilee and the 2012 Olympics have kept Britain firmly in the international spotlight. The design showcases four British icons in bronze, silver and gold the famous Gilbert Scott telephone box, the double-decker bus, black cab and...

Source: http://www.constructlondon.com

Studio: Construct

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...(of course) Harvey Nichols representing what international visitors know and love about London. The limited edition carrier comes in five sizes, each identified by a corresponding gold number. The Sloane Street windows celebrate the delivery of the carrier bags with an installation featuring a specially-designed Harvey Nichols lorry, while the packaging is also incorporated in the Knightsbridge windows as part of the Queens Diamond Jubilee retrospective.

Studio: No Days Off Source: http://www.nodaysoff.com

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Jean Machine Case Study

We were very happy to work with Laurence Ellis recently on the AW12 Jean Machine look book. The concept for the art direction was to subtly add more of a mood and a sense of space to the collection; Laurences talent as a landscape photographer, as well as his beautiful studio work, complemented the garments perfectly.

Very.co.uk Studio: Wolff Olins Mulberry Studio: Constant London French Connection Studio: I Am Associates Private White Studio: Vast Foxhall Studio: Bostock and Pollit Harvey Nichols Studio: Constant London Jean Machine Studio: No Days Off.
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Designed by: Ben Harwood Published: May 2013