The explosion of medium-sized branded apparel lines is forcing some of these labels to aggressively seek brand loyalty through compelling point-of-purchase collateral. Diesel and Abercrombie and Fitch (and Benetton before them) have built brand identities on edgy, provocative lifestyle books, putting the pinch on smaller players to engage with their consumer audience in similar ways. Antwerp-based Zoe & James by Anne Sophie de Campos Resend, for example, produces a seasonal "travel guide" where her two designers choose a destination, travel throughout the region and design a collection inspired by their adventures — culminating into a serialized look-book that customers leave with at point-of-sale. For Fall it was the Himalayas. Spring 2003? Casablanca. Next winter? See you in Russia…. Retail architects take heed.
www.zoe-james.com