BRAND NARRATIVE

Balenciaga

Zara

As part of our research into brand narratives and the image brands aim to portray to their target consumers, we were given a task to work in pairs and identify two brands, one high end and one high street.  The aim was to create a universal tagline for both brands, identifying the key elements of both and how they can be linked together.  When describing Balenciaga and Zara we said that they both used strong structured lines, sculptural designs and architecturally inspired shapes and prints in both of their garments. We found they both embarked upon a masculine/feminine approach to the shaping of their garments alongside classic tailoring and a minimalistic colour pallet with flashes of bright colour.

We said that they were "promoting a professional profile through the use of architecturally inspired shapes and prints alongside a minimalistic monochrome colour pallet mixed with an androgynous, ugly/pretty combination."

Jack Wills

Tommy Hilfiger

The first two brands we compared were Jack Wills and Tommy Hilfiger, we found that both brands focused on a sporty but very preppy vibe.  Our tag line for both brands was that their objectives were to "Deliver preppy dressing, promoting an all- American suburban life and fake British heritage."

becky x