INTRO - Step 5. Assignment 1
Let’s start with some reflection on your personal skills
1) What are my strengths as a brander?
My strength as a brander is future-forward and innovative concepting + brand engineering. For example, technology and innovation has been my main topic throughout amfi and the minors that I followed required the same vision.
2) What are my weaknesses / pitfalls as a brander?
My weakness as a brander is that I love to do research, and I tend to get lost in it. In my communication I’ll use what has interested me to convince the other party but forget that I have done research and my surrounding has not. Meaning, I’m explaining things way more complex than it actually is, or I forget to explain the details, which leaves them confused.
And now some questions about your personal fascinations
1) What moves you?
Convincing people that AI (artificial intelligence) is not a bad or scary thing (when used ethical), and that perhaps it’ll replace your job but that means you’ll have to learn how to utilize it to make it your superpower instead of your replacement!
2) Which brands do you like or fascinate you, as a fashion brander?
I tend to be fascinated by fashion brands that surprise me by their innovation. Innovation in the way they approach their fabrics, to how they realized their fashionshows.
A) The fabricant; If we’re talking fully digital with the same vision that I have, I’m fascinated by The fabricant. The way they tend to shake and convince the fashion industry is how I would like to present myself after I graduated.
B) Marine serre – Out of deadstock garments, she creates collections with a meaning. Her concepts are in-depth and always well thought out.
C) Atacac – Fashion can be very secretive with their designs and how they’re sewing a garment. Atacac approaches this differently, and from everything that they sell, they’ll make the patterns accessible for free.
3) Which trends trigger you?
Sustainability because I’m convinced that in one of the most polluting fiels, we should take our responsibility and redesign a system that has been the same for over a decade.
In an era of personalized ads, cookies and tailored experiences, i’m interested in hyper-personalisation. But after watching a documentary (the social dilemma), it should be called ethical hyper-personalisation, completely transparent.
4) Which target groups do you find interesting?
It’s not specifically that I’m interested in one target group or use a starting point a target group. I’m moved by problems and how to ‘fix’ them. So if I find a problem that is interesting, I’ll find the target group interesting as well because I’m diving deep into the target group to collect in-depth information to eventually ‘solve’ the problem.
5) Which developments in the fashion industry fascinate or move you?
Digital transformation, it’s needed; especially in the fashion industry and in our current situation. What I meant is the real digital transformation; (re)transforming/designing a brand that’s digital goes way beyond ‘just making garments in 3D, or showing filters in AR (augmented reality)’. The technology goes much faster than we’re coping with in the fashion industry, due to lack of knowledge and cross collaboration between different fields, while it could give us so much more opportunities (especially regarding sustainability).
