Making them look good doesn’t cut it; make them feel good.

Industry / Fashion

Our visions for Fashion in 2023

Fashion, for the increasingly social and lifestyle conscious audience, has become a way for them to express themselves. Successful brands are now an extension of their audience’s identity. At Erretres, we have worked with a number of fashion brands across the globe, and over the course of the journey of defining each brand, we have gained insightful perspectives about the industry, the demographics and the context that informed the brands that we have built.

Trends of 2022

Rising shipping costs and shortages of many kinds adding new layers of complexity.

Luxury brands engaging more with domestic consumers.

Fashion leaders will unlock new ways of engaging with high-value younger cohorts through the metaverse.

Brands should test opportunities in technologies such as livestreaming and augmented reality try-on.

Numbers don’t lie: A social-media savvy approach helps drive sales by increasing brand awareness through organic engagement.

Learnings

For a fashion brand to establish a strong identity and foster a lasting relationship with its buyers, it has to live up to the industry’s current standards: Global, green, digital, coherent, detail-driven, and willing to revise its core pillars to adapt to the only constant variable: change. With the rise of gender-neutral clothing, plus-size inclusion and metaverse × pop culture crossovers, the game has changed for fashion brands. At Erretres, we have helped global retailers meet their clients’ expectations. Here are some of them:

25% more people shop online in Europe compared to last year, yet 64% still return
items that were bought online.

Our expertise
in Fashion

SIDO

Going global for
a Japanese slow
fashion brand.

Mango

Launching Mango's
loyalty programme to
build customer fidelity.

Ecoalf

Beyond storytelling
to sustainable
storydoing.

Yessing

Creating a Chinese
comfy fashion brand
for NetEase.

SIDO

Going global for
a Japanese slow
fashion brand.

Mango

Launching Mango's
loyalty programme to
build customer fidelity.

Ecoalf

Beyond storytelling
to sustainable
storydoing.

Yessing

Creating a Chinese
comfy fashion brand
for NetEase.

SIDO

Going global for
a Japanese slow
fashion brand.

Mango

Launching Mango's
loyalty programme to
build customer fidelity.

Ecoalf

Beyond storytelling
to sustainable
storydoing.

Yessing

Creating a Chinese
comfy fashion brand
for NetEase.

A brand story that is seen across every touchpoint

At the core of every successful brand lies a brand story to which every aspect and action of the brand can be linked. This brand story must come through either clearly or subliminally, depending on the context, with a well-designed approach.

Ecoalf wanted to build a better planet for the next generation through sustainable fashion made with recycled materials. Our website design for Ecoalf represents the brand’s mission and what it stands for.

SIDO is a Japanese underwear brand which uses the patented, breathable Hohtai material which is made in a family-owned factory. We built the brand around this unique aspect of the material and the brand’s values, which were conveyed across all of the brand’s applications such as their packaging, social media, website, and others.

Social-media savvy brands stay on their audience’s mind

In the age of fast fashion and heightened social consciousness thanks to social media, fashion brands need to engage in two-way conversations with their audience in order to stay relevant. The keys to unlocking this are apt communication strategies and functional designs.

For Mango’s loyalty program, we designed social communications and encouraged customer interactions by connecting with them based on their passions.

Yessing is a Chinese sportswear company that is a part of an internet company, Netease. To make the most of its strong digital presence, we designed a brand identity that fits well within the various ecosystems the brand will live in.

A global identity because fashion knows no boundaries

Cross-cultural inspiration is pretty common in the world of fashion. The desire to look and feel good is universal, and foreign brands can be a way for people to set themselves apart. For brands looking to capitalise on these emerging markets as e-commerce enables cross-border shopping, an international identity is necessary.

Our branding for SIDO turned its Japan-focused brand into a Japan-based brand that is accessible to the world that can be accessed by a wider audience.

For Yessing, we shifted its identity from a Chinese brand to a brand that represents a lifestyle which is identifiable across cultures. The visual identity for the brand was designed keeping in mind its future applications on a digital and physical global scale.

A prime factor that differenciates a brand from its competitors is the unique narrative it is based on. Each content particle across brand channels should remind consumers of core values to generate consonance.

As the prevalence of social media rises, so does the role it plays in informing people’s tastes and views. Designing for relevant brand perception through these channels is key.

Fashion trends are influenced by various cultures. Brands that want to grow and reach a wider audience should aim to place themselves on a broader international stage and try to capture the contemporary zeitgeist.