Despite the obvious necessity to react to everyday ealities of the world, most of the heritage fashion brands take it as a rule to disregards the current situation in favor of communicating their 'brand DNA' and 'history.' However, what makes a brand appeal to the 'responsible' consumers, who really know the value of good fashion as a part of the lifestyle, as well as to have a long-lasting influence is the brand's personality, the human aspect. The so-called heritage brands have long since lost that human aspect of their image and nowadays resemble a set of soulless mechanisms programmed to repeat the same message over and over again.
What could be useful for the big maisons is to think, how would their brand image look were their original creators still alive. After all, most of them still carry their last names. The Saint Laurents, Diors and Chanels of this world should understand that the purpose is not merely to maintain the legacy of their creators, but rather to carry out a mission - a set of actions which reflect not only the past history, but also the reality of current times.
Brand name should not be viewed as a liability pulling the business backward, but as a set of principles of its founder, which help it to clarify its future goals and prospects. A brand is a live organism, not a dead machine, it should not simply adjust, it should evolve and cultivate its unique point of view on matters, which are truly important to the society and their target customers.
What could be useful for the big maisons is to think, how would their brand image look were their original creators still alive. After all, most of them still carry their last names. The Saint Laurents, Diors and Chanels of this world should understand that the purpose is not merely to maintain the legacy of their creators, but rather to carry out a mission - a set of actions which reflect not only the past history, but also the reality of current times.
Brand name should not be viewed as a liability pulling the business backward, but as a set of principles of its founder, which help it to clarify its future goals and prospects. A brand is a live organism, not a dead machine, it should not simply adjust, it should evolve and cultivate its unique point of view on matters, which are truly important to the society and their target customers.