A panel of leading brands and indies urged brands to marry strong design direction with a multichannel approach to achieve successful marketing.
In a panel discussion called ‘How to make a brand cool’, Juls Dawson, managing director of agency Just Consultancies, urged brands to set out their mission from the outset and make sure they do not stray too far from their original concept in the pursuit of trends.
Dean West, sales director of menswear brand Pretty Green, said building a strong brand identity is key to success. “You have to have a DNA. It has to fit into one encapsulating look so people can understand it,” he said.
Lottie Tarpey, product manager, general merchandise at Marks & Spencer, said the rise of multichannel retail means brands must ensure their message covers every channel. “The whole multichannel way in which you communicate that message is vital,” she said.