Brand's DNA
‘Brand DNA’ is the set of unique characteristics, values and philosophy that define a brand's identity. This includes its history, visual style, target audience and core principles that set it apart from others.
Dress down
is a style of dress that involves a more informal and relaxed approach to appearance. It usually means wearing comfortable and casual clothes such as jeans, T-shirts and trainers, as opposed to a more formal or dressy style.
Dress up
is the process of choosing more formal or dressy clothing for special occasions or events. This can include evening dresses, suits, accessories and heeled shoes. Dress up involves striving to look more elegant and stylish
Lookbook
is a visual catalogue or collection of images that showcases a brand's collection of clothing or accessories. It usually includes photographs of models in various outfits and may include information on style, colours and materials. A Lookbook is used to present a new collection to customers and the press.
Concept store
is a shop that offers not only products for sale, but also a unique concept or atmosphere. These shops often feature carefully selected products from a variety of brands and may also host events or exhibitions. Concept stores aim to create a special experience for shoppers.
Guide-line
is a set of guidelines or standards that help brands maintain a consistent style and identity in all aspects of their operations. Guidelines can address visual design (logos, fonts), communication strategy (tone of messaging) and other branding elements.
Upcycling
is the process of recycling old or unwanted materials and products into new value-added products. In fashion, upcycling often involves the use of leftover fabrics or old clothes to create new designer pieces that promote sustainability and reduce waste.
Campaign
is an organised series of marketing events or promotional activities aimed at promoting a specific collection or product. Campaigns may include photo shoots, videos, social media activities and other forms of communication with the target audience.
