Fashion Semiotic :“Ken Scott” case study

Prof. Riccardo Bresciani

IED - Fashion Events and Public Relation 2014/2015

by Lucia De Vincentiis

The case study:

• Well know brand that is losing fame

• The general look of the brand seems to old and tacky

• Lost original values

• Not attractive for a young target

Negatives aspects:

• No clear image:the brand appear in three different ways, this generates confusion through the customers and to the placement of the same brand in to the market.

The approch:

• Stage 1: Omnibus research – Definition of the most important trends in to the mordern society

• Stage 2: Semiotic analysis – New hypothesis

• Stage 3: Focus group – Application of the hypothesis in to the general scenery

• Stage 4: Re-branding – New look and comunication of the brand

• Stage 1: Omnibus research- definition of the most important trends in to the mordern society

Values of Tradition

All the most famous Brand are looking at their tradition, in order to bring back to life their long heritage, and also confirm it

once again.

Strong attention to the production, but

also care of the primary material, the way of production and the techniques

used.

Technology is all around, and it will grow

more and more.Fashion is now

trying to insert it as fundamental element.

Eco Chic Rise of Technology

• Stage 2: Semiotic analysis

Flower rose

Happy feeling

Spring

Femininity

Child draw

70’s style Spyral

Curved lines Ink

Hand writing

Casual font

A static brand:

No more creativity:on the contents that the brand is communicating

– New hypothesis

• Values of Traditions

• Eco Chic

• Rise of Technology

Values of Traditions:

Is not a come back to the past, but reminding something that is important in our life. The traditions of the brands are represented by values, antique manufacture techniques and icon pieces.

Eco Chic:

The consumers are looking for something that is beautiful but, at the same time consistent with their choice of life. The rise of a “Vegan” style, affect very heavily into the fashion world. From the design to the production of the products. The brands are more conscious about the materials used during the production and the ways, that have to be environment friendly.

Rise of Technology:

Many brands are creating partnership and licenses for the creation of technological product. That opens the market more but, it also brings a new awareness of something that nowadays is indispensable. We can see the technology also directly apply to “traditional” products such as garments and accessories.

Dominant semiosphere:

Emergent semiosphere:

?

• Stage 3: Focus group – Application of the hypothesis in to the general scenery

The rebranding of the logo must communicate new values as stability, trust, power, and at the same time elegance.

Criteria for brand development:

• Use a simple font, san serif, to communicate more stable position and power.

• Simplify the drawing of the rose, keep the traditional spiral but interpreted in a modern way, no more 70’s.

• Find a new position of the rose that must not stay just beside, but became internal part of the logo.

• Use no colors, in order to create an icon.

Initial partridge options:

× × ×

Further development:

× × √

Font exploration:

×

××

×

√

KEN SCOTT

KEN SCOTT

KEN SCOTT

KEN SCOTT

KEN SCOTT

Color exploration:

√ × × ×

√

=+

Design:

Color options:

√×

Final Logo:

Color applications:

New semiotic analysis:

Emergent semiosphere:

Emergent semiosphere:

Other logos:

Other logos: new one