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Peak Branding

admin — Sun, 03 Dec 2023 21:27:29 +0000

Peak Branding

Project: Create a brand identity for a full-service branding company

Preliminary Steps

Intermediate Process

Final Results

G-SHOCK

admin — Tue, 31 Oct 2023 18:48:03 +0000

G-SHOCK to Make a Comeback in 2024

You can thank the luxury watch market and archival instagram pages for G-SHOCK’s revival.

By Owen Patterson

October 31, 2023

It’s the year 2009 and Justin Bieber and Usher were just spotted at the Nickelodeon Kids’ Choice Awards flaunting their beefy G-SHOCKs. During the 2000’s, G-SHOCKs were everywhere. The timepieces could be seen on Pharrell, Kanye West, Rihanna, and more. G-SHOCK’s popularity was evidenced by its list of collaborators which include popular cultures’ biggest brands like Stussy, Brain Dead, Asics, Jordan Brand, Burton Snowboards, Staple, just to name a few (Wolf, 2020).

What makes G-SHOCK watches so special is their indestructible design and bold aesthetics. In 1981, Casio engineer Kikuo Ibe dropped a prized mechanical watch on the ground and watched it shatter (Estlow, 2023). From this experience, spawned Ibe’s mission to create a watch that could withstand the rigors of daily life and would become known as the G-SHOCK. Three design criteria were the foundation for the G-SHOCK: “withstand a 10-meter drop, withstand 10 atmospheres of water pressure, and have a battery life of 10 years” (Estlow, 2023). Extensive research and development efforts have equipped G-SHOCKs with various features, including resistance to extreme temperatures, mud, and water, integrated pressure and temperature sensors, and more. These technical features are complimented by a bold design, characterized by the watch’s robust case, sturdy wristband, and prominent sides that protect the buttons. Furthermore, G-SHOCKs are available in an array of vibrant colors, ranging from iridescent hues to olive green.

It is safe to say, G-SHOCKs have been absent in the last decade. They will return to their former glory in 2024 because of their shared characteristics with the luxury watch market, Gorpcore trends, and people’s current infatuation with everything Y2K.

Swiss luxury watches have become a major category of interest because of their representation of status, value appreciation, and enthusiastic community. Swiss luxury watches are to millionaires, just as G-SHOCKs are to aspirational customers.

In the market for Swiss luxury watches, Richard Mille watches are the ultimate symbol of status and for good reason. They are priced at $250,000 or more. “A Richard Mille watch is a powerful symbol of wealth for anyone who’s in-the- know enough to recognize its familiar contours” (Bloomberg, 2023). Eric Wind, head of Wind Vintage, a dealer in Palm Beach, Florida, says the brand has become known as “the billionaire’s handshake”. Ironically, G-SHOCKs were once the watches of choice for society’s upper class. “For the better part of a decade, celebrities’ favorite timepieces were bulky, plastic, and started at around a hundred bucks” (Wolf, 2020). Some years ago, celebrities traded in plastic watches for high grade titanium watches. According to Wolf, “watches have seemingly become ever-more- salient symbols separating the haves from the have-nots, with go-to celebrity pieces in 2020 often starting in the tens of thousands”. Brand names hold a lot of value in the Swiss Luxury watch market both monetarily and socially. Clymer, founder and executive chairman of the watch publication, Hodinkee, says “Now, people care a lot more about who’s wearing what and why than about the watches themselves” (Swithinbank, 2023). It goes to show that status among the ultra-rich can be signified for a mere $250,000.

Luxury watches serve as more than status symbols and outdated time measurements, they are also viable investments. Luxury watches fetch higher prices in the secondary market due to their exclusivity. Clymer says, “While there’s simply something lovely about them as a beautiful, lasting totem of accomplishment or relationship, they are now layered on top of a no longer subtle game of cultural one-upmanship, layered on top of an even less subtle ambition for a return on investment” (Amed, 2023). While some may believe that celebrities are being gifted watches for free, that is not the case. Clymer puts into perspective just how exclusive Swiss luxury watches are by saying “allocation is the new discount” (Swithinbank, 2023). The status symbol and ROI potential are two of the three benefits of a Swiss luxury watch. The third is being part of a community. Not the ultra-rich community, but one where people have an appreciation for culturally relevant artifacts.

There was no greater display of this community than at the July 3rd, White Party in the Hamptons. Richard Mille watches were seen on the wrists of rapper Travis Scott, NBA star James Harden, and rapper French Montana (Bloomberg, 2023). The existing Swiss luxury watch community emerged because brands chose to associate themselves with more outsider industries. Industries associated with luxury watches are mentioned in, “Twenty years on, interest in Swiss luxury watches is driven by an increasingly close relationship with culture writ large — with associations with musicians, football stars, comic book franchises and video games all driving visibility for the once stuffy, elitist world” (Swithinbank, 2023). You might be asking yourself, “But, how does the Luxury watch community compare to the G-SHOCK watch community?”. By making a reference to the streetwear community, a connection can be made between the G-SHOCK and Swiss luxury watch communities. “Young males are drawn to luxury watches similar to how people are drawn to streetwear which created a demand that exceeded supply and led to the creation of a pre-owned market” (Amed, 2023). The excerpt not only shows how there is a community around Swiss luxury watches but how high demand has created a secondary market. The worlds of luxury watches and streetwear might not be as disconnected as one may think. Audemars Piguet CEO, François-Henry Bennahmias, says “We are far from being done in terms of what these two worlds, street culture and luxury, can do together” (Swithinbank, 2023). Swiss luxury watch brands are trying to expand their reach beyond the elitist community they currently serve. There is a greater focus on being part of popular culture for luxury watch brands which in turn propels the popularity of watches, both plastic (G-SHOCK) and titanium (expensive ones). Zenith CEO, Julien Tornare, says “By getting into wider popular culture, we show them that watch culture is part of today’s world” (Swithinbank, 2023). G-SHOCK knows popular culture all too well. It won’t be long before G-SHOCKs are at the forefront of pop-culture the way that trends are swaying.

One trend that is propelling G-SHOCKs into pop-culture is Gorpcore. For a definition of Gorpcore, just think of technical fabrics, utilitarian design, and stores like REI, Salomon, and Arcteryx. “Gorpcore entered the popular lexicon of fashion in 2017, coined by New York Magazine writer Jason Chen” (Miller, 2023). Since arriving on the scene, Gorpcore has had staying power. The “Gorpcore category emerged in the mid 2010s as pieces like fleece vests and nylon windbreakers began to infiltrate the streetwear scene” – Patrick Stangbye, Creative Director of fashion hiking brand Roa. Regardless of the trend’s continuation, the market for Gorpcore products will persist. Patrick says, “There’s something very aspirational about investing in clothing made out of highly technical fabrics and consumers will buy into this with or without the gorpcore trend”. G-SHOCK’s design language directly reflects the Gorpcore trend. Wolf writes, “The G-Shock debuted in 1983 and was a fast favorite of outdoorsmen and firefighters”. A keyword used is outdoorsmen, these are the type of men who epitomize Gorpcore. Wolf’s closing words were, ”I have only one hope for the flagging relevance of the G-SHOCK among today’s watch collectors: they’ll be back”. Indeed, the watches will return the way that trends like Gorpcore and Y2K are circulating through culture.

Y2K, seems like some calculus term you plug in to find the change in the earth’s temperature. BTW, global warming is real. In actuality, Y2K is just the lazy / cool way of saying “Year 2000”. “Style in the pre-recession 2000s was all about garish maximalism, and no watch gripped that moment quite like the candy-colored G-SHOCKs” (Wolf, 2020). Other watches from the Y2Ks have experienced revivals thanks to social media. It is hard to miss vintage Oakley watches on the instagram feeds of archival pages. Oakley’s relevance in the Y2K scene is best described by Rakestraw, who says “Watch designs are described as being alien, completely idiosyncratic, and undulating. The timepieces have found second life as talismans: self-evident distillations of the Y2K quirk”(2020). It’s important to understand the trend from the perspectives of the archival page owners responsible for the revival of Y2K watches. @unownedspaces, an Instagram archivist famous for in-depth posts on nature and outdoors gear, says “Oakley is Y2K-Gorp-fusion-technology: titanium watches and metallurgically designed eyewear, built to outlast, and, possibly, for space travel” (Rakestraw, 2020). Another archivist, @samutaro adds, “I think the whole wave of ’90s and ’00s nostalgia is really driving the renewed interest in Oakley”. Of the most influential archival pages is @hidden.ny. It should be no SHOCK (always up for a pun) that G-SHOCK added to their list of collaborators to release a watch for their 40th year anniversary (Casio, 2023). Their collaborator for the project was none other than Hidden NY. All signs point to G-SHOCK returning to the forefront of pop-culture thanks to trends like Y2K.

It will not be long before G-SHOCKs find their way back on to the wrists of many. It is hard to imagine that celebrities will ditch their quarter-of-a-million dollar watches for G-SHOCKs. However, the characteristics shared with the luxury watch community, and trends like Gorpcore and Y2K build a strong case for the comeback of G-SHOCKs.

If you are interested in learning more about streetwear, listen to Owen’s Exhibit S1 EP16: Origin of Streetwear.

References

Amed, I. (2023, August 04). Why Are So Many People Obsessed With Luxury Watch Prices? Business of Fashion. https://www.businessoffashion.com/opinions/luxury/why-are-so-many-people-obsessed-with-luxury-watch-prices/

Bloomberg. (2023, August 29). How Richard Mille Became the Cult Watch Brand of the Ultra Rich. Business of Fashion. https://www.businessoffashion.com/news/luxury/how-richard-mille-became-the-cult-watch-brand-of-the-ultra-rich/

Casio. (2023, August). G-SHOCK X HIDDEN NY DW5600HDN227. https://gshock.casio.com/us/products/collection/limited/dw5600hdn227/

Estlow, E. (2023, May 8). The Complete History of the Casio G-Shock. Gear Patrol. Retrieved October 31, 2023, from https://www.gearpatrol.com/watches/a82850/casio-g-shock-history/

Miller, D. Y. (2023, June 25). Here Comes the Gorpcore Backlash. Business of Fashion. https://www.businessoffashion.com/articles/retail/here-comes-the-gorpcore-backlash/

Rakestraw, A. (2020, November 23). Oakley Watches. Highsnobiety. https://www.highsnobiety.com/p/oakley-watches/

Swithinbank, R. (2023, August 03). From Jay-Z to the White Party: How Culture Drives the Swiss Watch Industry. Business of Fashion. https://www.businessoffashion.com/articles/luxury/from-jay-z-to-the-white-party-how-culture-drives-the-swiss-watch-industry/

Wolf, C. (2020, August 15). Watches of the Week: 8.15.20. GQ. https://www.gq.com/story/watches-of-the-week-8-15-20/

Ralph

admin — Sat, 22 Jul 2023 04:15:33 +0000

Why Ralph Lauren will be the Next Big Brand in Luxury Fashion

Ralph Lauren is aligned to assimilate luxury fashion because of internal decision making and external trend forces.

By Owen Patterson

July 27, 2023

“Ralph was actually telling me recently that the first tie [he launched] was twice the price of a Christian Dior tie”, Said Patrice Louvet, CEO of Ralph Lauren (Sherman, 2022). European fashion has long been the image of Luxury fashion. Ralph Lauren, an American brand, was founded by Ralph Lauren in 1967. To learn more about the brand’s origin, listen to Owen’s Exhibit S1 EP17. Now, the brand is aligned to assimilate luxury fashion because of internal decision making and external trend forces. Decisions related to raising prices and putting on fashion shows are some ways RL is aligning itself with the luxury image. Luxury prestige also comes with having the attention of mass consumers and influential figures. RL has the perfect opportunity to capitalize on current trends because its timeless Americana/Western aesthetic and understated pieces are in trend. The Ralph Lauren brand is on track to join European brands on the luxury pedestal because of their decisions to increase prices and host fashion shows, and because their product offerings coincidentally align with trends.

Mass consumers have not been oblivious to the recent hikes in prices. RL has been strategically increasing prices for the past few years to appear more premium and be in the same price range as other top luxury brands. Ralph Lauren said “it has raised the average price of its products by around 80 percent since 2018” (Bloomberg, 2023). An 80 percent price hike far exceeds usual patterns and is an obvious move toward the high-end luxury price point. Louvet’s plan to increase prices is meant to improve the cachet of RL’s brands (Bloomberg, 2023). Price increases are just one way decision makers at RL are positioning the brand to penetrate the high-end luxury fashion circle.

A second way that RL decision makers are boosting the brand’s luxury appeal is by hosting elaborate fashion shows. “Most recently, Lauren appeared on the Milan Fashion Week Men’s calendar in June, during which he debuted a Purple Label collection, titled Dolce Vita” (Kelly, 2023). News has been circulating about an upcoming show for the brand. According to WWD, “Ralph Lauren is returning to New York Fashion Week in September. The designer plans to stage a women’s fashion show on the evening of Sept. 8” (Lockwood, 2023). It has been a few years since the brand has shown during NYFW. The decision is motivated by clear intentions. Referring to a runway show in Los Angeles during October 2022 that showcased 120 looks from RL sub-brands, “Louvet noted that the company has in fact increased its marketing spend, committing to allocating 6.5 to 7 percent of its budget to these sorts of projects, up from around 4 percent pre-pandemic” (Sherman, 2022). Fashion shows are key to building and maintaining brand perception. Fashion shows, “When done in a modern light,” Louvet said, “it continues to be the type of activity that spikes the most brand interest.” (Sherman, 2022). For a brand to be on the same level as Louis Vuitton, Gucci, and other top European luxury brands, sending models down the runway makes sense. “To some degree, Ralph Lauren and competitors like Michael Kors and Coach — no strangers to lavish, star-studded fashion shows themselves — are all chasing the same goal: compete against the European luxury heavyweights not only in terms of sales growth and margins, but brand affinity, too” (Sherman, 2022). The commitment to put on fashion shows is just another way RL is making decisions that reflect its trajectory to become a top luxury fashion brand.

Getty Images

Then, there are external forces at play. Western themed and “Quiet Luxury” trends are looks that RL caters to through its brands Double RL and the Purple Label respectively. Increased demand for Ralph Lauren products because of having on trend styles will give the brand more affinity which it needs to reach the European luxury sphere. “Cowboy core is having a moment. The cowboy aesthetic and Western inspiration had long permeated American fashion from the days of Western movies to the commercialization of country music. Cowboy boots and cowboy hats are often the sartorial basis for many a country music video — but now, the country vibes seem to be branching further into pop culture. Cowboy core is the latest trend sweeping the internet and has found an audience from TikTok’s Gen Z fashion lovers to Beyoncé’s die hard “Beyhive” fans” (Fraser, 2023). Those familiar with Ralph Lauren know the brand embodies and reflects a Western theme. “High fashion Western wear owes a huge debt to Ralph Lauren, who made the frontier look chic” ( Hyland, 2022). Western wear is core to the brand’s image. Another trend that RL caters to is “Quiet Luxury”. According to Jackson, ““Quiet Luxury” is a look that will stand the test of time, as it’s essentially a synonym for elevated basics” (2023). Jackson adds, “Thanks to the pared-back stylings of brands such as The Row, Bottega Veneta, and Khaite, we have seen a return to a more low-key approach to luxury—“quiet luxury” as some people are calling it, or non-trend trends” (Jackson, 2023). Activist Malala Yousufzai, has worn a few understated looks by Ralph Lauren. British Vogue invited Malala to Wimbledon, where she wore a white outfit by Ralph Lauren which closely resembled traditional Pakistani clothes (Images Staff, 2023). “Styled by Dena Neustadter Giannini, the Malala Speaks Out writer opted for a long solid shirt paired with matching culottes, creating a simple yet elegant look” (Images Staff, 2023). Before she served a RL look at Wimbledon (notice the pun), Malala was seen wearing RL at the Oscars. “At the prestigious event, she turned heads in a sequined silver hooded gown by the same designer which featured exquisite ruching at the waist” (Images Staff, 2023). Malala’s choice to wear RL reflects the brand’s appeal to influential people and its ability to create elegant yet understated styles. Ralph Lauren has a strong foundation in Western and simple elevated styles to appeal to current trends which will result in the type of consumer affinity and demand that top luxury brands’ possess.

But with all this information, how do we know that Ralph Lauren is already on track to become a top luxury brand? Because consumers associate the brand with luxury fashion, and popularity for the brand is growing. Since Louvet’s appointment as CEO in 2017, “Ralph Lauren has cut costs, raised prices and moved away from obvious discounting with the intention of cementing the label’s status as a luxury brand. – (Internal surveys show that globally, 74 percent of consumers view Ralph Lauren that way.) (Sherman, 2022). Data shows the brand has achieved luxury status in consumers eyes. “In the past four years, the company has acquired some 20 million new customers, many from segments of the population — geographically, ethnically and gender-wise — that it might not have engaged with in the past” (Sherman, 2022). A growing customer base is just what RL needs to place it alongside luxury’s top fashion brands. Data showing consumer perception of RL as luxury and increased customers, reveals that RL is right on track with its aim for the stardom that was previously reserved for European fashion houses.

There are multiple internal and external factors that are aiding RL’s journey to the top. It appears they made a great choice by appointing a new CEO. Without him, it is hard to determine whether joining luxury’s best was even in the plans. Cowboy core and “Quiet Luxury” were not in the plans. But the trends are contributing to the brand’s success. You too, may have never considered the Polo bear eyeing up to conquer Gucci or Burberry. If you consider the internal decision making and external trend forces at play, you’ll realize that RL is set up to join the top luxury fashion brand circle. For an in-depth history about the brand, listen to Owen’s Exhibit S1 EP17.

References

Bloomberg. (2023, July 18). Ralph Lauren Raising Prices to Enhance Brand Prestige. Business of Fashion. Retrieved from https://www.businessoffashion.com/news/luxury/ralph-lauren-raising-prices-brand-prestige/

Fraser, K. (2023, February 14). Cowboy Core: The Latest Trend Taking Over the Internet, From Beyoncé to Fashion. WWD. Retrieved from https://wwd.com/pop-culture/culture-news/cowboy-core-latest-trend-internet-beyonce-1235516158/

Hyland, V. (2022, September 12). The Western Fashion Trend Isn’t Going Anywhere in 2022. ELLE. Retrieved from https://www.elle.com/fashion/a41092576/western-fashion-trend-2022/

Images Staff. (2023, July 11). Malala’s white Ralph Lauren outfit had everyone’s attention on her at Wimbledon [Image]. Images. Retrieved from https://images.dawn.com/news/1191916

Jackson, L., & Montgomery, J. (2023, March 6). The Rise of Quiet Luxury: How Subtle Elegance Became a Trend. Vogue. Retrieved from https://www.vogue.com/article/quiet-luxury-trend

Kelly, D. (2023, July 10). Ralph Lauren to Return to New York Fashion Week in September. HYPEBEAST. Retrieved from https://hypebeast.com/2023/7/ralph-lauren-return-new-york-fashion-week-september

Lockwood, L. (2023, July 10). Ralph Lauren Will Return to the Runway for New York Fashion Week on Sept. 12. WWD. Retrieved from https://wwd.com/fashion-news/designer-luxury/ralph-lauren-will-return-to-the-runway-for-new-york-fashion-week-on-sept-1235720569/

Sherman, L. (2022, October 17). Ralph Lauren Appoints Patrice Louvet as CEO of Luxury. Business of Fashion. Retrieved from https://www.businessoffashion.com/articles/luxury/ralph-lauren-patrice-louvet-ceo-luxury/