About Copy (and Paste) in the Fashion Industry

I am not a staunch observer of the latest fashion trends, although I wish I am. Terribly split between 1000+ projects in a quite diverse range of industries, and a more than hectic family and personal life, I cannot dedicate sometimes more than a couple of minutes per week for observing fashion trends and influences. However, when you have good sources and references, even less than one hour per month is enough to understand where the fashion goes for the season and what are the main tendances and favorite colours and patterns.

Also, my time for shopping is very limited, especially for visiting a store without a clear intention to buy anything even more. Even as a young girl, without too much responsibilities on my sleeve, I always wanted to go straight forward to a store, buy what I wanted and keep myself busy with other things for the rest of the day. Still, at least once the month, I like to have a look in a couple of stores, to check the fashion tendencies in my home city, even though in most cases I am not interested at all to buy anything.

Approximately aware of the latest high-fashion tendencies, and with an eye on what is offered on the middle range market, I couldn't but notice a very worrisome tendency: patterns and models of big fashion brands - such as Chanel, Gucci or Versace - are copied - without the logo - and adapted for the low range market. I've seen, for instance, more than a chained bag on sale on H&M that only missed the C from Chanel, or whote shoes with flowers reminding of the Gucci sport shoes. A tendency so common also to ZARA or the peculiar Primark. Such a merchandise gives you the feeling that maybe you can convince yourself and some other non-fashionable people too, that you wear a precious item which is similar with the ones in trends. Did I say that I even spotted a ring that was strickingly similar with the classical Cartier rings in a big drugstore chain?

I personally don't have nothing against shopping from affordable brands. For my sport outfit, or when I am getting dressed for going in the park or other children-related activities, or for some weeekend trips, I prefer to wear comfy, funny looking clothes and shoes. I want to be original, unique and to wear quality clothes, but I completely reject the idea of wearing fake brands or looking-like-brands. If I really want a Chanel bag, I save fiercely and I eventually have it one day. If I want to wear branded clothes and my budget is limited, I go to a TK Maxx, where I can buy discounted quality original brands. 

This worrisome tendecies of the big brands are a bit depreciative for the usual customers of those companies. What, if you are not so rich, it means that you cannot be original? You have to resign yourself to the reality that you will never be able to be more than a sad buyer of second quality look clothes? Why those companies not use their resources and imagination to create interesting and original products which will make you feel comfortable, dignified and proud of your style. I bet people wearing Chanel-like bags are proud in their own way, but what about offering a nice creative alternative to the big fashion trends. After all, people purchasing from those companies have their own lives, struggles and challenges and creating fashion products inspired by their realities makes more sense than offering them make-believe brands.

To be honest, I have no problem to buy something that looks nice and original from a no-brand, but I will stubbornly refuse to invest my money and something that looks like it is Chanel - to name my favorite brand - but it costs less than 30 EUR worth. 

Therefore, one of my next blogging projects in the next weeks and months will be to focus on original local and international creative brand, offering original, mid-priced fashion products. They are worth to be known as an alternative to an industry that seems to go through a creative block.

Understanding 'Brands with a conscience'

We are living in a world overwhelmed by brands and the appeals to consumerism. The more the better. However, a new movement is developing aimed at promoting responsible consumer behavior and healthy investment. A couple of weeks ago, I've read a very interesting book introducing Brands with a conscience. It introduces famous brands - such as Adidas or Dr. Hauschka or H&M - which decided that success must be based on an ethical set of values. The authors, Sandra Horlings and Nicholas Ind, made me the honor of an interview about the topic of their book and the challenges faced by brands in the next decade. Here are the answers of my questions - sent and answered via email.
Brands With A Conscience is available to purchase from Kogan Page RRP for £19.99. Get 20% off by using discount code BMKBB20 at the checkout.

What is the biggest challenge for big brands in the next decade? 

The overall challenge for brands in general is to stay relevant. At this moment in time a major societal challenge in society (and thus for brands) is the trend of sharing information that is not necessarily ‘true’: not ‘true’ in the sense that the rational measurements and comparisons don’t apply any more. And the way facts are presented has become rather subjective. Which feeds distrust and insecurity. Brands have a way of framing ideas and facts in an emotional way, which gives them the opportunity to reach and activate large groups of people. And Brands with a Conscience take this responsibility serious. These brands are aware of their role and impact in the world and live up to this responsibility in a positive, solutions based way. 

What future do small and new brands have in the current marketing context? 

Larger brands may have been more experienced in following the signs of the time. However, the same principles apply for large, small and new brands. We believe brands that are built inside-out; that have clarity of purpose and live that through in strong principles, are best fit to stay relevant. At Medinge, we look at brands from a broad perspective; as a means of interacting with all stakeholders in a marketing context as well as a societal (employment, good neighbourship) and financial context. 

What do they need to do in order to answer the sophisticated needs of their current and potential customers? 

Brands with a Conscience follow their own principles and actively share their ideas with stakeholders. Since they are actively aware of their role and impact, they are also open and receptive to the ideas of others. They listen, respond to suggestions made by specific stakeholders and also promote a way of living that they believe can make better the world better. 

Will 'brands with a conscience' become a trend? Why and how can the examples you mention in the book be emulated, without a significant financial loss? 

Since 2004 when we started to recognise Brands with a Conscience, it has been our belief that brands that engage with consumers and other stakeholders in a conscientious way can be a force for good. In the book the majority of cases show that there is financial gain in acting in a conscientious way. And there are multiple surveys available that are mentioned that show the Brands with a Conscience can be, and are, financially succesful. In our view it is not a trend, although there is a growing interest in a more responsible way of doing business - that may be explained by the growing evidence that business originating in the post industrial era comes at a cost for both planet and people. 

How can brands keep their social relevance in time of financial crisis and turmoil? 

Being principles driven, acting human and humane, including all stakeholders: constantly interacting with people in and around the brand to educate and cultivate conscious leaders and followers. 

What are, in your opinion, the most successful 'brands with conscience' in the European market, and why? 

We’d prefer to define successful here as adding to the betterment of society. In our book we have made a selection of leading Brands with a Conscience originating in a diverse range of businesses: such as chocolate brand Tony’s Chocolonely, Dr Hauschka, Cosentino, adidas, French concept store Merci and Handelsbanken. There are more brands with a Conscience. They come from all over the world. All these are brands with a massive transformative purpose and strong leaders, that live clear, actionable principles.