During a recent tutorial with my supervisors Jesmika and Riche, I realised that my research topic was still too broad and lacked a clear focus. Their feedback encouraged me to narrow down the scope and concentrate on specific elements within my project.
Among these elements, I decided to explore brand identity. To deepen my understanding, I consulted the article Fashion and Brand Awareness: An Evidence-Based Approach to the Analysis of Distinctive Elements in Communication by Conti et al. (2020) (link here).
The authors point out that brand identity is constructed through both concrete and abstract elements:
“Brand identity is defined by a set of concrete and abstract elements. Concrete elements are trademarks, fabrics, manufacturing techniques. Abstract elements are narratives, company history, values, testimonials, designers.” (Conti et al., 2020, p.4)
This insight made me realise that brand uniqueness does not stem from a single factor, but rather from the interplay between visual codes (such as logos, fabrics, techniques, and patterns) and narrative elements (brand history, values, stories, and ambassadors). In the fashion industry in particular, visual identity often represents the first layer of consumer perception, shaping recognition and associations even before textual or verbal information is processed.
Going forward, I plan to focus my research on the relationship between visual consistency and brand uniqueness. This is particularly relevant in today’s context, where AI-generated imagery is increasingly used in brand communication, raising the question of how brands can maintain a recognisable uniqueness without being diluted in a flood of homogeneous content.
Reference
Conti, G.M., Mazzola, A., Motta, M. and Pillan, M. (2020) ‘Fashion and brand awareness: An evidence-based approach to the analysis of distinctive elements in communication’, Journal of Textile Science and Technology, 6(4), pp. 139–157.
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