Mind the Gap
When we think about fast-fashion, there’s no shortage of names: H&M, Zara, Topshop… But until the 1990’s, when the term didn’t even […]
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How to Build an Archetypical Brand?
“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. […]
3 Essential Questions to Answer Before Launching a Business
Are you planning to launch a business? Before going ahead with the idea, here is a quick guide with 3 essential questions […]
The 5 Essential Steps to Launch a Brand
You may have a myriad of reasons for creating your own fashion brand but regardless of the motivations, the most important thing […]
Entrepreneurial Lessons: Mermaid Stories
Mermaid Stories was founded by Victoria Weber in Copenhagen, in 2016, with a simple yet whimsical idea: to unite the Scandinavian minimalist aesthetic […]
Archetypes: The Every Person
The friend who is always there for us, the girl next door, the regular worker and the model citizen. All of them […]
Stylist, a Hope for Women’s Magazines
A couple of weeks ago, I wrote about my disappointment with Vogue and fashion magazines in general. But there are exceptions! Stylist, as […]
How to Create a Brand? Step 3 – The Business Plan
Many people cringe at the simple mention of a Business Plan, thinking it is one of the most complicated things to do. […]
How to Create a Brand? Step 1 – The Basics
Today we start a series of posts about the step by step to create a fashion brand. From the business model to […]
Who am I
Mirela de Lacerda – archetypal brand strategist. With 20 years’ experience in the fashion and beauty industries, my work combines research, strategy and […]