what does not evolve becomes extinct. according to Darwin's evolution theory, all must become stronger to avoid being kicked out of the game. this same theory applies to all industry, including fashion.
i always love to see high end brands transforming from their historical signature identities into a whole new young look. this action requires a lot of courage and inspires their competitors, that if the risk is worth taking. customers these days are always in need of surprises, new ideas and their likes constantly change with the economy, news, technology, celebrities, generation etc.
the spending power of the teenagers are certainly growing, compare to 10 years ago. think back as a teen, just starting to use my first monocolour mobile phone calling my friends, emailing from a regular pc, read news from newspaper/tv and checking out the new fall winter collections from shop window displays. these days? 6 out of 10 teens possess an iphone, multi-whatsapping and facebooking-liking friends' pictures all at the same time, online shopping, tao bao-ing, gossip girl-ing, they just don't get told what is new anymore - they have all kinds of devices that allow them to find out by themselves. and they blog about it. the platforms and ways to obtain various information is humongous. and if any brand doesn't provide the new stuff, they will no longer be interested.
brands that evolved - Pringle of Scotland:
Pringles of Scotland vintage
Ad campaigns featuring Tilda Swindon
to be continued..................