By its very nature, a proper raincoat is not a seasonal purchase. So when it did get around to it, it had the world market at its disposal, which created an enormous windfall of income into the company. It was an opportunity waiting to happen, and Burberry was the obvious label to do it. It was really obvious that somebody needed to bring the raincoat into the fashion spectrum. I've had an opinion about Burberry since 1988 when I came across some export stock in a sale in London one day. You need to know what the scenario is and you need to have an opinion. The beginning of the job is understanding the subject matter. It's one of those situations where the brand name comes to represent the object. It has, historically, one core product: the raincoat. For it to go from subject to object, and to give Raf a way to identify with the brand rather than uncomfortably sitting in the chair of Calvin Klein himself.īurberry is a manufacturer. Therefore, the Calvin Klein identity needed to be reorientated so we could understand Calvin Klein as an entity rather than a person. Raf Simons's role was to come in and refocus the company, but the company is called Calvin Klein, and Raf Simons is not Calvin Klein. What needed to be done at Calvin Klein was very different to what needed to be done at Burberry.
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