A new issue of Snitt (Magazine for Visual Communication) has been released! Cathrine Olsen from A&O og Sjur Lien have handed in nine pages on branding in the fashion industry. Doug Lloyd from Lloyd & Co in New York gave us the story about how they reinvented Gucci, whilst Erik Thorstensson from Saturday London revealed the story behind Stella McCartney’s graphic identity.

Along with Puma and Apple, the re-branding of Gucci has been regarded as a huge success. –Gucci was a luxury brand which had lost its way, says Doug Lloyd. – It had a great name, but all of its assets were in bad shape. Lloyd & Co worked their way into the younger, faster and more fashion conscious customers.

Fashion is different from other industries because the product changes with each new season. The brand’s image needs to remain constant and clear whilst a new story is told each time.