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lucire
Trends infashionbranding
Fashion LabAuckland, New ZealandOctober 23, 2003
www.lucire.comwww.jackyan.comwww.jya.net
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AmericanPsychiatricAssociation’sDSM IV: thenarcissist’sattributes
(a) a grandiose sense of self-importance;
(b) fantasies of unlimitedsuccess, power andbrilliance;
(c) a belief that one is superior,special and unique;
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AmericanPsychiatricAssociation’sDSM IV: thenarcissist’sattributes
(d) a constant seeking forattention and admiration;
(e) a preoccupation with howwell I am doing and howfavourably I am regarded byothers.
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Brandmisbehavioursare reported
www.chasebanksucks.comwww.badpension.comCorpWatch.orgCorporate Babble
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Trend no. 1 The commercial context hasbeen abolished: consumers areequally brand stewards in theearly 21st century.
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Levels of trust
Source: Yesawich, Pepperdine andBrown/Yankelovich Partners NationalTravel Monitor
1987
My ownabilities
2001
80% 85%
TV news 54% 26%
Corporateadvertising
20% 3%
Used carsalesmen
15% 2%
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Trend no. 2 The brand of the 21st centuryhas to act, not just say.
It’s time for the activist brand.
Rosita Hurtado:helping relievepoverty for 96million LatinAmericanchildren
Photographed byRichard Spiegel for Lucire
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Trend no. 3 The brand is becoming thecatalyst for realizing the visionsand dreams of those who eitherwork for it, or are associatedwith it as customers.
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Trend no. 5 Brands live amongst a growingawareness of the global societyand how we can make it better.
(Or, consumers are becomingmore aware of the shamblesthat the current system is in.)