Creating the Brand:
It is important for the brand to resemble linguistic environmental connotations without being classified as an 'eco-fashion' brand. It doesn't want to alienate consumers, with labels like vegetarian or vegan, which often put the populist market off due to highbrow links. The brand should have these environmental and sustainable qualities but should try to promote itself as a new high street fashion brand with twist, without the immediate focus being on its renewed and reusable qualities - this should be something that follows. As such, to find a relevant and applicable name it was import to stay away from cliches yet select an identity that alludes to its ideology.
A charity shop is second hand clothes for the purpose of supporting charities, this shop is second hand clothes with the purpose of supporting the environment, with the proceeds contributing to environmental conservation schemes, and promotion of educating and public on the fast fashion crisis.
synonyms: green, organic, environmental, ecological, nature, sustainable
Sustainable - 'capable of being endured'
synonyms: sufferable, supportable, bearable, tolerable, liveable, survivable, maintainable
Endure - 'remain in existence; last'
"these cities have endured through time"
synonyms: last, live, live on, go on, hold on, abide, continue, persist, remain, stay, survive;
High-street shop brand: ENDURE
Visual research:
Existing High Street Identities
Existing 'Vintage' Indentites
Primary Research: In Leeds
Difference in shop display:
- Clinical interior vs colourful, rustic feel
- Fewer variety, stacks of same item vs sections with loads of different options
- Clean walls vs art
- White lighting vs more playful, maybe dimmer
- Smells - high ceilings, bigger space, more aromas from the rush of people vs smaller scale perfumes, second hand clothing smells (can these be merged?)
- Scale of shop - mostly big multi level establishments vs smaller boutiques
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