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Brands ‘must stay true to DNA’

Established brands and smaller labels must stay true to their identity while growing the business, delegates at the Next Generation Academy were told.

Ben Dickens, head of design at menswear label Farrell, and Scott Morrison, commercial and marketing director at denim brand Diesel, added that evolution was important because the consumer “innovates incredibly quickly”, is “pretty fickle” and “expects more than they did 10 or 15 years ago”.

Everything that comes out of a brand should be authentic, said Morrison, whether this manifests itself through product, retail or communication.

“One thing we’re absolutely ruthless about is our brand’s DNA,” he said.

“You have to have a very strong point of view,” Dickens added.

Both agreed on the importance of brand signatures and concurred there is no end to the learning process, with Dickens commenting: “You’ve got to learn every day.”

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