* Currently under construction *
A different perspective on brand ownership
In fashion, copying is something which is done freely, especially when it comes to design.
Styles and silhouettes are borrowed from- or inspired by other time periods, workwear, and even from other brands.
But when it comes to branding originality and ownership are issues that are approached in a conservative matter.
Wearing an H&M dress that is basically a copy of a Givenchy dress, is keeping up with the trends. But sporting a counterfeit LV bag is undesirable; especially if the “fakeness” is visible.
Traveling through northern Asia I saw this “fakeness” approached in a more frivolous way. Ingenious designers tweak small portions of a logo or name and freely combine them to create something new. At first sight maybe funny or confusing, but mostly inspiring. And contrary to people in the west, consumers in Asia actually want to wear it!
In this piece, I will examine what we can learn from this “acceptance of counterfeit culture”, and how it relates to the open design movement and emerging collaborative approaches. I will explore a more free approach to brand ownership and how companies can and should implement it in their branding practice.
|Category||Conceptualization, Design research, Design thinking, Innovation, Storytelling, Writing|