spot the designer! 3 min. quiz game
DESCRIPTION
Fashion is luxury or mass market? Designers brands are recognizable for their unique style? Play with this quiz to discover some fashion licensing business issues, and discuss with us at brandjam.itTRANSCRIPT
SPOT THE DESIGNER!
How to tell a designer by his product. Play with us in this 3 minutes quiz
Match #1: Eyewear
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SPOT THE DESIGNER!
every fashion brand, every designer has his own style, licensed products are asked the critical task to stay true to it,
maintaining the same mood and relevance
this activity is generally known as “brand extension”.
a poor brand extension is generally known as “brand slapping”
with this in mind we tried to test the distinctiveness of some eyewear models, logos have been censored
to get things easier, 3 designers per model are suggested, only 1 is true
ready?
1
Tom Ford
Olivers Peoples
Paul Smith
2
Laura Biagiotti
Emporio Armani
Tiffany & Co.
3
Paul Smith
Giorgio Armani
Emporio Armani
4
Michael Kors
Ray Ban
Emporio Armani
5
Dolce & Gabbana
Chloe
Tiffany & Co.
6
Giorgio Armani
Olivers Peoples
Gucci
7
Emporio Armani
Tiffany & Co.
Paul Smith
8
Ray Ban
Calvin Klein
Giorgio Armani
9
Paul Smith
Tiffany & Co.
Emporio Armani
10
Tory Burch
Emporio Armani
Dolce & Gabbana
1.Paul Smith
2.Emporio Armani
3.Paul Smith
4.Emporio Armani
5.Tiffany & Co.
6.Olivers Peoples
7.Tiffany & Co.
8.Giorgio Armani
9.Tiffany & Co.
10.Emporio Armani
SOLUTIONS
How did it go?
We are in the brand extension business since 12 years, yet we did not get the half of right answers
Some provocations to start a discussion:
- is eyewear business luxury or mass market?
- a “slapped” brand is enough to create relevance and distinctiveness to a fashion product?
- one Giorgio Armani frame can possibly be alike as one Tiffany, or as one Emporio Armani?
let’s discuss
@brandjam_news
Brand Jam Community group
DISCUSSION
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