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 exist, Gap was ‘the’ place to find good quality pieces with very reasonable prices. The American company established in San Francisco, in 1969, by Donald and Doris Fischer, as a multibrand store that […]
“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. Usually, I reply by asking a few others, like “what are the emotions you want to communicate?” and “how do you want your consumers to feel?” Yes, emotions and feelings because archetypes are […]
Are you planning to launch a business? Before going ahead with the idea, here is a quick guide with 3 essential questions to be answered in order to evaluate your growth potential: 1- What kind of business are you building? – Lifestyle business: it can be based on a hobby or something you have learned/trained for […]
You may have a myriad of reasons for creating your own fashion brand but regardless of the motivations, the most important thing is to build a strong business from day one. To simplify your entrepreneurial journey, here are 5 essential steps that need to be completed before the launching date: Market research: do an extensive […]
Mermaid Stories was founded by Victoria Weber in Copenhagen, in 2016, with a simple yet whimsical idea: to unite the Scandinavian minimalist aesthetic with some magic, seen in the well- crafted details, like the imprinted mermaid on the back of each watch and the natural coloured pearls in the jewellery. In this interview, the team at […]
The friend who is always there for us, the girl next door, the regular worker and the model citizen. All of them are images of ‘normal’ people whom we can identify with and the perfect translation of the Every Person archetype: a realistic, empathetic, no-fuss kind, always looking for companionship, since its basic desire is […]
A couple of weeks ago, I wrote about my disappointment with Vogue and fashion magazines in general. But there are exceptions! Stylist, as you probably know, is a weekly publication about fashion, beauty, decor, travel, people and women’s issues (the same as others, in theory). Did I mention it is a pleasure to read? With little […]
Many people cringe at the simple mention of a Business Plan, thinking it is one of the most complicated things to do. It’s not! Besides directing your company towards its goals, it is essential to have one when you go after loans or investors. To make things easier, let’s talk it through: A typical business […]
Today we start a series of posts about the step by step to create a fashion brand. From the business model to marketing strategy, business planning to sales channels and funding, everything you must know before placing your first fabric order will be here! So, you have decided to create a brand. It may be […]
Mirela de Lacerda – archetypal brand strategist. With 20 years’ experience in the fashion and beauty industries, my work combines research, strategy and cultural aspects in order to create strong brand stories. A background as a fashion journalist and lecturer, allowed me to understand the market challenges from different perspectives, which motivated the creation of my […]