September 03, 2018
Originally posted 2018-11-19 10:38:46
By Breanna Pendilton | amdlawgroup.com
I know what you’re thinking: “What exactly is a risky fashionista, and how do I know if I am one or not?” A risky fashionista is a person who is interested in a popular style or practice of fashion which may involve the possibility of having a bad or unpleasant reaction from others. In order to be a risky fashionista, you need exactly what the word says: risk and fashion. Without the risk, you’ll just have fashion; and while fashion is ok, it is not enough to protect your brand.
Your brand receives protection by being original. Here are three pointers: (1) Develop a signature look. (2) Make your designs a conversation starter. (3) Be true to you. Need an example? No problem.
Example #1: Ed Hardy’s Brand
Ed Hardy has developed a signature look on his clothes and apparel through the use of tattoo-inspired art. This unique look is a definite conversation starter, mainly with questions like, “Why use tattoos?” Hardy can simply respond by saying that he was being true to who he was. As a tattoo artist, he wanted tattooing to be recognized as a valid and rich art form. He wanted this art form to be witnessed on everyone, hence, the idea of putting it on clothing.
Example #2: The Lacoste Brand
The Lacoste brand has developed a signature look on their clothes by using the crocodile logo. (Talk about a conversation starter. I mean, wouldn’t you want to know what the crocodile is all about?) Once again, the founder, Rene Lacoste, was being true to herself. Not only is the name her surname, as was Ed Hardy’s, but she was also given the nickname, Crocodile.
While taking a risk may involve the possibility of having a bad or unpleasant reaction from others, the key to this definition are the words “may” and “possibility”. This does not mean that the fashion will receive a bad reaction from others, but that it is possible. Upon first impression, most people would not be sure how tattoos and/or crocodiles would be perceived on clothing apparel. It seems a bit risky, don’t you agree? But in the end, it is what gives them the originality that they need to protect their brand and separate themselves from other designers and labels.
AMD LAW’s Tip for the Day: Be risky, but don’t risk it. Protecting your brand includes protecting your image, and your customer reputation. Be known for being bold and dramatic, but not if it means compromising the integrity of your customers, and yourself.