Brand identity

DNKY and Prada

Both of these brands are very strong in identity but distinguish each other.

DNKY fashion brand is based in New York and started in 1987. DNKY are known for the fun, fresh and freedom in designing. The brand describes themselves as a “fast fashion with an urban mind-set” (http://www.dkny.com/about-donna.html). They item of clothing are edgy, simple and bold. You can clearly see this in the 2015 advertisement, featuring the famous British model Cara Delevingne. This gives us an understanding of the Target market of this advert which is for young women.  Having Delevingne in the adverts tells us that the brand caters to the youth and that they are still current and hip. The location plays a big part to the mood of the advert the empty warehouse gives an edge to the mood which reflects on the clothes, also the colour gives a serious and dangerous vibe.

Figure 8 DKNY- Designer Clothing & Fashion. DKNY. 2015[ONLINE] Available at: http://www.dkny.com/ [ Accessed 13/01/15)

The body language of the models are very cool and laidback which plays along with the mood and location.

The clothing is luxury in fabric with the use of fur and leather. The colour used for the garments gives the garment a chic and sophisticated look. The lengths on some of the garments are provocative. This tells us that the brand is versatile in having clothing for different occasions. DKNY brand identity is stylish and urban.

Prada started in 1913 in Milan. Prada is high-end Italian fashion house. The brand is known for the effortless and elegant designs. The brand wants and brings classic and elegant collection to the fashion world and doesn’t focus on sexuality which is evident in the 2015 summer advertising Campaign.

Figure 9 Look Beautiful Prada Resorts 2015 ad Campaign on star fashion style- StarFashionStyle.2015.[online] Available at: http://www.starfashionstyle.com/2014/11/look-beautiful-prada-resort-2015-ad-campaign/. [Accessed 13/01/15]

The garments are made at a respectful length and covers the body with a classic A-line dress. You can tell that the garments are high end and made with good quality fabric. This tells us that the brand is very sophisticated and has a smart and modern look. The brand likes to mix the old with the new. The garments have a style and elements from the sixties. The setting looks like an old and abandon secret garden which contrast with the neat and formal garments. This makes the garment standout because it is out of context.

The advert is not in colour which draws your attention to the beautiful details for the garments. The fact that the models are not posing, not in heels and have simple styling of hair and make-up and accessories, it draws you more to the garment. It’s literally about the garment. The target market for women that is fashionable, intellectual and superior. The identity of Prada is classic, elegant and traditional with a modern twist.

The brands are different in identity. DKNY being a fast fashion with an urban twist brand and Prada is more of the high-end classic and elegant brand but overall both brands are still strong in their Identity.

Bibliography

Books

Jonathan Bignell, 2002. Media Semiotics: An Introduction, Second Edition. Manchester, Manchester University Press.

De La Haye, A.(1999) Defining Dress; dress as object, meaning and identity. Manchester, Manchester University Press.

 

Websites

PRADA Marketing Strategy .2015. [online] Available at: http://www.slideshare.net/olgadyachuk/prada-marketing-strategy?related=1. [Accessd 13/012015)

Look Beautiful Prada Resorts 2015 ad Campaign on star fashion style- StarFashionStyle.2015.[online] Available at: http://www.starfashionstyle.com/2014/11/look-beautiful-prada-resort-2015-ad-campaign/. [Accessed 13/01/15]

KC’s sunny day: DKNY Identity. [online] Available at: http://kcssunnyday.blogspot.co.uk/2008/09/dkny-identity.html. [Accessed 13/01/15]

Prada Spring 2015 RTW- Vogue.2015. [online] Available at: http://www.vogue.com/fashion-week/1449589/prada-spring-2015-rtw/[Accessed 13/01/15)

DKNY- Designer Clothing & Fashion. DKNY. 2015[ONLINE] Available at: http://www.dkny.com/ [ Accessed 13/01/15)