The fast fashion model is built on trendy, cheaply made pieces that are only meant to last through a few seasons before being retired or forgotten. As a result, unprecedented amounts of clothing are ending up in landfills (or on bonfires) after being worn once or twice. We recently examined fast fashion brand Zara’s new sustainability goals, noting that while it’s encouraging to see a major brand step forward to start a conversation about sustainability and environmental impact, these goals will require enormous change within the fashion industry as a whole.
Faced with the need to make monumental changes, where do consumers and the fashion industry begin?
Visual branding depends on consistency. Emerging businesses go to great lengths to develop a compelling, unique logo – from the design to the font and the colors – and to represent it uniformly across multiple platforms and types of use. After all, brand recognition is vital and can’t be achieved without visibility and consistency.
That’s why it was surprising to see that one of the most recognized brand logos in the apparel market was diversifying. However, Lacoste’s decision to mix it up and stray from its iconic green crocodile logo has actually created more visibility, and not just for the brand. Continue Reading