During one of our course’s more recent seminars, we discussed how high end and high street brands communicate their collections through narrative storytelling and ad campaigns. As I’m someone who has a penchant for creative storytelling and advertising, I found this very insightful.
Same story, different market level
By using repetitive codes, fashion tells the same stories with similar life style narratives and aspirations depending on their brand value and aesthetic. There are only so many stories one can construct and so high end and high street retailers recycle concepts and interpretations.
We got shown various examples of a high street and high end brand and had to identity the common tone of voice that unites both. We had to determine the attitude, the differences and the common language.
I want to show a few of the most popular narrative themes on the blog here.
Appeals to upper class | boarding school | spoiled rich kids | All-American timeless heritage | nautical | structured seriousness
Designers: Valentino, Chloe, Marc Jacobs etc.
Designers: Tom Ford, Yves Saint Laurent, Calvin Klein