Building a brand. The fashion industry.

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Erretres Insights

4 min readDec 4, 2019

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 audience, and the context that informed the brands that we have built. Below, we summarize our key learnings.

For a fashion brand to establish a strong identity and foster a lasting relationship with its audiences, the following need to be considered:

linktr.ee/erretres — Digital Product for ECOALF by Erretres

A brand story.

A prime factor that differentiates a brand from its competitors, this takes the form of a unique story on which the brand is based.

Branding and Digital Product for Yessing by Erretres

Social media savvy.

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.

A global identity.

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

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 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

To find out more about these fashion branding projects, follow the links below: