The Intersection Between Corporate and Couture

28 Sep 2011
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Valerie Jacobs

Fashion design (FASH-uhn dih-zahyn):

1)   an industry consumed by glamour

2)   an industry where raw emotion dictates decision-making and outrageous, Warhol-esque demigods reign supreme

3)   an industry that relies upon the fantastical, whimsical and illogical, and that shuns the use of quantifiable and reliable data to drive its direction

4)   an industry that is, thus, irrelevant to corporate design

If you subscribe to the belief that there is no intersection between corporate and couture, I say, “Au contraire.” Despite widely held beliefs to the contrary, thinking like a fashion designer can enhance brand design in all areas. Fashion designers employ a unique set of techniques to successfully build brands that corporate designers ought to learn from.

Fashion designers often know their consumers better than they know themselves. Their expertise ultimately hinges on an intimate awareness of who their consumer is, what they want today and what they will crave in six months. By embracing the constant change and fluidity of the world around them, fashion leaders bring a sense of immediacy and spontaneity to their brand. As a result, brands are refreshed, not redundant.

Leaders in fashion take a distinct approach to the intersection of desire, beauty and objects, blending the instinctual with the pragmatic. Stay tuned to LPK News for a series detailing the four principles of Fashion Thinking and how they can add another dimension to your ever evolving design, brand and strategy tool box.